Clinique is showing off its Pop Artistry Trend lipsticks in an interactive music video with Scandinavian singer Zara Larsson. Play With Pop, created by Wieden & Kennedy New York, features four different versions of Larsson's single "Lush Life." Viewers can toggle between the four colors to see Acoustic, Pop, Dance, and Country versions of the same song (based on lipstick colors Acoustic Nude, Country Red, Pop Pink and Dance Plum.) Picking a new color changes not only the genre of the song, but also the choreography, lighting, makeup and environment.
The brand's aim is to show how women express a different emotion or side of themselves when changing their lipstick; in the video, the plum lipstick makes the whole look more fierce, while red makes her more confident.
The video, which was directed and shot by Hiro Murai in Los Angeles, will be promoted in print, digital, and social channels. Ms. Larsson, who won Sweden's Got Talent in 2008, has topped the charts in Sweden and Norway and according to Clinique, is "on the brink of global stardom."