Global advertising campaign for the launch of Pax’s ERA ULTRA devices.
The campaign introduces three radical colorways and functional updates of the iconic ERA device and plays on customer personas’ eccentricities. Green, pink, and blue style cues are used in clothes, nails, makeup, hair and backgrounds with a diverse range of models casually engaged with the product. The result is an impactful and bold set of images used on billboards, web and instagram that immediately draw a viewer in.
Creative Direction: Marc Hohmann
Art Direction: Ned Hardy; Design: Abby Lowenstein ; Photography: Lindsay Ellary; Stylist: Jake Sammis; Hair & Makeup: Amy Galibut; Nails: Rachel Messik; Production: Hyperion LA