We’re entering a new era of the self(ie) - where images aren’t filtered to fit in, but framed to stand out.

For the launch of Catrice's new products - the Hyper Lash Mascara and Endless Matte Liquid Lipstick - we collaborated with iconic photographer Ellen von Unwerth creating a visual universe where every frame celebrates individuality as an art form. On set, this philosophy came to life through bold characters, cinematic movement, a touch of chaos - and Ellen’s unmistakable lens turning every moment into an icon.

The result:
A campaign that doesn’t just show beauty - it captures the electricity of being fully, unapologetically YOU.