We needed to call the attention of a young and rebel target audience so we decided to focus on makeup, artistry and innovation to create the first-ever face projection mapping performance showcased at a live event, with real-time face tracking on stage.

A visually striking journey that immersed Kat’s fans in her process of artistic creation: from the essence and materiality of the drawing line to the lush of color and pigment, the power of geometry, the transcendence of a spark, the delicate beauty of butterflies or the timelessness of gold. Accompanied by a bespoke musical composition played live by a string quartet, synchronized with the visual content to provide a rich and precise sound landscape.

A magical blend of digital innovation and physical live performance, that the world had never seen before.

This was a heavy R&D project that took over 4 months to be achieved, with over 3500 hours of visual effects render time and thousands code lines.

During the span of those months a number of things were developed:

- 3D scanning of Kat’s torso using Structured Light and Photogrammetry to create a 3D print of her torso for projection testing and the 3D digital model for content creation.

-An original 10 min hyper-realistic CGI animation composed by 7 chapters.

-A custom real-time face tracking system.

-Proprietary software built over Unity3D for real-time 3D rendering of the digital content over Kat Von D’s face.

-An original 10 min electroacoustic music composition for string quartet.

-A makeup formula to transform the face into a projection canvas

On top of the digital makeup performance production, the other creative pieces and social activations that led to the launch event were designed and implemented.

- More than 90MM earned impressions

- More than 3.5MM campaign video views

- More than 1MM social media interactions

- The face mapping video became the most shared content in the history of Sephora Spain. Just after 3 days of its release.

- In-store traffic boost by more than 25%

- 800.000€ in sales in just 2 weeks surpassing the most ambitious goals.

- Kat Von D Beauty became the #2 brand in Sephora Spain, and #3 globally.

- Major TV presence with appearances in the top TV show in the country, El Hormiguero, and in the public television channel TV1.