Sarelly · November 2025
Mascara after dark.
A black tube, a cobalt cap and a night of light.
- Client
- Sarelly, Concept
- Produced
- Story
- Mascara
- Setting
- starburst light, wet glass, blue smoke
- Pictures
- 8
Sarelly mascara, imagined as a concept for the Mexican brand: the black tube and cobalt cap shown alone, with the wand drawn out, in starbursts, wet glass, smoke and neon.
A mascara is a black tube and a brush, and the concept leaves it at that. Each frame shows the same two parts: the tube with its metallic cobalt collar and the wand standing upright beside it, bristles dark and full. The product never changes, so the light has to.
The light is night-blue throughout. A field of bokeh like a galaxy, a burst of white rays with the tube flying through it, a single cold spotlight on a white floor, a sheet of wet glass with drops sliding down. The cobalt cap catches the colour each time and turns it back to the lens.
The final frames add texture. A starburst of glitter explodes behind a tilted tube, a soft beam falls between two grey walls, and blue smoke drifts across a floor lit by a slash of magenta. Eight frames, one object, a full set for a launch that needs a new picture every week.
14 · Sarelly starburst light, wet glass, blue smoke
The product never changes.
