SPEC AD - Urban Decay Advertisement

Blurb of brief:

Urban Decay is known for its alternative and rebellious line of cosmetics, we wanted to aim for a totally different market to find inclusivity in mainstream marketing. We wanted this brand of mascara to be targeted at men specifically. Their real mascara is named 'Subversion' which literally means 'the undermining of the power and authority of an established system or institution.' So we decided to apply that to the established institution of gender norms and expectations. We wanted a magazine advert that could be placed in both male and female magazines without being combative (in the male magazine) and to represent a kind of male not often represented in mainstream media, one who wants to wear makeup. We wanted men who want this kind of product to be able to see themselves wearing it, being encouraged as a consumer to be their real self.