Sally Hansen 'InstaDri' Campaign
InstaDri is the fast-drying varnish range by Sally Hansen. The range features many bright shades and is most popular with millennials. Based on the insight that millennials are looking for the easiest solutions to speed-up their beauty regimes, the campaign promotes Insta-Dri as a must-have for women with hyper busy, colourful lives. This brand is for the woman on-the-go who has an active lifestyle and is always multitasking. She wants a fast and easy beauty routine that she can do in a snap before running out the door. 

Shot in New York, this campaign shows different life scenarios of our busy heroine - “Off to work” (on her way to work), “Out and about” (out to go to the gym) and, a seasonal spin-off of the campaign - “Spring Break” (on her way to holidays).
Art Direction / Concept Design
Photography: Theodora Richter