Extra-Volume Collagen is a new mascara by L’Oreal Paris, which instantly makes your lashes thicker. A lot thicker.We needed to create a radio campaign that would target young urban women, who constantly search for the new beauty hit that will make them look good.

Since they're exposed non-stop to cosmetics ads – all look and sound so much alike, you can hardly tell the difference (or the brand) – so we had to find something new and different to say about our super-thick lashes.