a product launch too slick to stay on shelves

To launch Slick Salve, Topicals’ first lip product, we broke the rules—literally. Styled like an Ocean’s Eleven caper, this campaign reimagined a product drop as a high-stakes heist led by a diverse internet-famous cast. The mission? Using narrative-first storytelling instead of a traditional product promo, we turned a launch into a plot and a film release. Each cast member played a distinct archetype in the heist, blurring the line between talent and character. Their built-in followings gave the campaign legs across social platforms. Styled in glossy noir-meets-Y2K glam, the set design, wardrobe, and camera work leaned into Topicals’ Gen Z-native aesthetic.