Estée Lauder Giant Concealer Fixes Crack in the Road

This Estée Lauder FOOH ad features the brand’s Double Wear Stay-in-Place 24-Hour Concealer. The video opens on London's Regent Street, where a crack begins to split the pavement, moving forward.

As the crack reaches the camera, a London taxi, painted in the shade of Double Wear Concealer, drives into frame. It has a giant concealer stick affixed to its back. As the taxi glides over the split, the concealer tip effortlessly smooths over the fissure, erasing it on contact.

Using augmented reality, this Estée Lauder FOOH ad transforms an ordinary city scene into a clear product showcase.