Beauty That Can Handle The Heat
A 360° advertising, content, and experience campaign showing how MECCA helps its customers handle the heat of a hectic Antipodean summer.
The Thinking: Summer Down Under asks a lot of beauty products, with record temperatures, long days away from home, and even longer nights. Luckily, MECCA is home to the products that can handle it all thanks to high-performance formulations, long-lasting colours, deeply-rejuvenating ingredients, and more.
A Bleeding Edge Brand
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Advertising, Content & Experience
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A Bleeding Edge Brand — Advertising, Content & Experience —
As a key message, Beauty That Can Handle The Heat celebrated MECCA’s ability to help its customers handle the hectic Antipodean summer. As the campaign developed, its key message flexed, while keeping the same campaign-able structure.
These pop! Striking art direction stopped the otherwise endless social scroll, and clever wordplay served a smile.
MECCA is known for its retail experience — its stores are, well, a Mecca. Our campaign came to life beautifully in this retail environment, balancing an almost impossibly cool aesthetic with the need to sell.
We broke things down on TikTok, taking the vibe of the campaign and turning it into high-volume social content.
It’s worth noting that MECCA has a massive social team, so while I provided broad campaign direction, they were responsible for the day-to-day activation and execution.
We pushed product — hard — while keeping things cool. A brand’s gotta keep the lights on, eh?
It’s 2026, so when it comes to digital, there’s loaaaads of deliverables. Here’s a few of ‘em.
Finally, even an achingly modern brand needs motion content that’s a bit more traditional — seen across Meta, Google, and BVOD.