Campaign
Helena
We created Helena, a character played by Taliana Vargas who represents today's maximalist consumer: someone who wants to be seen and remembered. She's the alter ego of anyone who once felt invisible or overlooked and now wants to shine and leave a mark.
We used a figurative narrative to show that, at Christmas, Helena—who usually loves being the center of attention—would make room for others to step into the spotlight, too.
Taliana staged an audition for the role of Helena, which Faces shared publicly on social media to drive engagement.
We also filmed a behind-the-scenes piece in which she told her audience she was working on an important role that would soon be revealed, showing the set and building anticipation for the campaign.
Campaign message: You shine brightest when you make others shine.
Results
20% increase in new Instagram followers.
More than 2 million in reach.
Sales exceeded Christmas 2024.