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Rimmel puts fans in charge for a bold new campaign.

To celebrate National Lipstick Day, Rimmel invited fans to direct a personalised spot via social media (ah, the internet). Taking advantage of the poll tool on Instagram Stories, the cosmetics brand let fans have the final say on the ad’s set, music and, of course, lipstick shade, with the help of global makeup ambassador James Molloy. The end product was an edgy video featuring a bright red set, a deep red lipstick and "bold beats", to give the work that makeup-campaign feel.

The work was created by Rapha Campos, Nadia Doherty and Felix Heyes, and directed by Chloe Wallace through Canada.