Clinique creates first interactive music video

Brand teams up with Swedish pop singer Zara Larsson

Clinique has teamed up with Swedish pop singer Zara Larsson to create its first interactive music video – Play With Pop.

The clip features four versions of Larsson’s single Lush Life with different beauty looks for each version using Clinique products. Each clip represents a different musical genre: acoustic, pop, dance and country.

The interactive element allows viewers to switch the style of the song as they watch by clicking the coloured bar. The bar is coloured with different shades from Clinique’s Pop Lip Colour + Primer shades, taken from the new Pop Artistry collection.

Products in the Pop Artistry range are desigend to empower consumers to “be their own pop artist” and play with different looks.

Melissa Knapp, Senior Vice President of Global Creative at Clinique, explained the campaign: “When a woman wears red she might feel bolder, more empowered, a plum shade might make her feel fiercer, while a nude colour may make her feel more feminine. Therefore, we wanted to tap into that emotion for each of the genres in Zara’s look but also how she moved, the lighting, the colours and every other facet of the video.”

Larsson won Sweden’s Got Talent in 2008 aged 10 and has since gone on to become a top artist in Scandinavia. The single “Lush Life” topped the charts in Sweden. The Play With Pop video was filmed on location in Los Angeles and was directed by Hiro Murai.

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