Sofie M. Edman — Art Director
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Why is it called makeup? It’s because you’re supposed to make it up as you go, and with every blush, lipstick and mascara stroke, you’ve got the power to Make Up Stories. For the launch of our global H&M Beauty campaign, we highlight 4 different styles of Mascaras as your trusted partner-in-crime.

CreditsAgency – B-Reel
Chief Creative Officer – Zack McDonald
Creative Directors – Afshin Moenini, Christian Poppius
Design Director – Gustav Stockman
Sr. Motion Designer – Andreas Godwin
Designer – Sofi Faxling
Copywriter – Anna Zetterlund
Art Director – Sofie Edman
Brand Director – Caroline Deas-Ehrnwall
Producer – Hannah Håål
Sr. Strategist – Thomas Eon
Strategist – Juviann Cuevas
Director – Johnny Kangasniemi
Photographer – Zoe Kovacs
Agency Producer – Madre Pictures
DoP – Erik Broms
Editor – Johan Söderberg Press Vogue Scandinavia
Glamour Magazine
Marie Claire



 | DRAMA LOVES COMPANY | MAX DRAMA LASH | DRAMA LOVES COMPANY | MAX DRAMA LASH | DRAMA LOVES COMPANY | MAX DRAMA LASH | DRAMA LOVES COMPANY | MAX DRAMA LASH | DRAMA LOVES COMPANY | MAX DRAMA LASH | DRAMA LOVES COMPANY | MAX DRAMA LASH  VOLUME ICON LASH | ICON BEHAVIOUR ONLY | VOLUME ICON LASH | ICON BEHAVIOUR ONLY | VOLUME ICON LASH | ICON BEHAVIOUR ONLY | VOLUME ICON LASH | ICON BEHAVIOUR ONLY | VOLUME ICON LASH | ICON BEHAVIOUR ONLY | VOLUME ICON LASH | ICON BEHAVIOUR ONLY |

Reformulated. Reimagined. Ready to Make Up Stories. Renowned makeup artist Raoúl Alejandre created all the featured looks in the campaign using either Volume Icon Lash, Max Drama Lash, Never-Ending Lash, and Forever Curled Lash - all with their individual characteristics and lash defining properties.