Dior

Dior Addict It-Lash, It-Line & Fluid Stick 
 

In 2014, Dior launched a trio of breakthrough products under its Addict line — Fluid Stick, It-Lash Mascara, and It-Line Eyeliner — designed to reimagine bold, expressive beauty for a new generation. Studio At Large was commissioned to direct a series of dynamic product films for the launch, introducing each product through a modern, fashion-forward lens that reflected the Dior Addict identity: playful, polished, and unapologetically vivid.

The films were designed as energetic visual statements — each one translating product innovation into motion through the use of color, texture, and rhythm. With a focus on high-impact beauty and a youthful spirit, the campaign’s visual language leaned on saturated hues, strong graphic contrasts, and bold camera work to mirror the daring edge of the Dior Addict range.

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These short films were deployed globally across digital, in-store, and social channels, helping establish the It-Lash and Fluid Stick products as instant icons. The campaign successfully translated Dior’s beauty innovation into cinematic language, drawing a direct line between couture-level sophistication and editorial, trend-driven appeal.