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By Ishbel Macleod, PR and social media consultant

March 15, 2013 | 2 min read

Barry M is set to air the first of three new ads on Monday to promote its new ‘Lash Vegas’ mascara with creative freelance team Lisa and Andy.

The pair won the project after pitching against several agencies, and appointed Emil Nava, who has created music promos for Jessie J, Rita Ora and Ed Sheeran, to direct the ads.

They explained: “We had weekly meetings with Barry M during the concept stage and once everyone was happy with the scripts, we were straight into production with none of the usual research or animatics to slow down or dilute the process. Our interaction with the client made us realise how visual they were, so we storyboarded the ads at a very early stage. This helped everyone fall in love with the idea from the start and our daily correspondence with Barry M meant everyone was completely on the same page the whole way through.

“With most beauty ads you could remove the endframe and have no idea which company’s ad you had just seen. We did not want this to be the same with Barry M. All of the ads we have written have a Barry M 'language' which is fun and irreverent just like the products themselves.”

ARM was the media agency involved, and post production was handled by Prime Focus.