JONES ROAD BEAUTY

Jones Road called MIJO to help launch its new foundation stick, a category that already had some baggage with its community. A lot of people hate foundation sticks, and for good reason. Even Bobbi did. So she set out to fix the things people hated about them.

The brand invited 24 members of the Jones Road community in to experience the product firsthand, turning the launch into a live expression of the brand and capturing the reactions, conversations and personalities that made the story feel real.

From there, we built the experience into a full content system: a hero film that told the larger story, plus a suite of organic and paid social content designed to keep the energy moving well beyond the event itself. The result was polished enough to feel premium, but rooted in real people, real skepticism and real product experience, which gave the launch credibility and made it feel unmistakably Jones Road.