Ôver The Top

Advertisement: “#GreenRush,” green adrenaline according to Lancôme

Directed by Khalil Joseph — nervous framing and saturated colors

Unveiled on May 5, 2025, the one-minute spot follows sprinter Ewa Swoboda along a coastal road lined with cypress trees. At the starting signal, she hurls an emerald green pebble (the bottle) at arm's length, smashes it on the ground… and the asphalt cracks open in a chlorophyll torrent. The camera, mounted on a gyroscopic stabilizer, follows her in reverse slow motion; flecks of tomato leaf burst into the air as the sky bleaches under the midday sun. The sound signature — heartbeats plus a guitar riff — embodies the boost effect promised by the fragrance.

Storyboard “Sprint → Plateau → Finish”

• Sprint: a low wide-angle shot along the asphalt; the green wave surges down the road, a metaphor for the grapefruit-tomato burst.
• Plateau: a drone tracking shot; the stretch of asphalt becomes a vineyard path where jasmine flowers open under the heat.
• Finish: a chest-level shot of the athlete still breathless; a veil of crystalline musks condenses into droplets on her skin: the freshness settles, the victory remains.

Print visuals: the tension-charged green of Julia Hetta

Art direction: saturated chlorophyll

The visuals show the bottle resting on a moss-covered milestone marker; a white stroboscopic flash highlights the silvery edges of the ring, creating a hyper-realistic contrast. Across the full page, a green diagonal cuts through the composition, evoking a sprinter's trajectory on a 400-meter track. The tagline “Beat the Line” is printed in Gotham Ultra Bold, distorted as if by the effect of speed.

“Rush Gallery” spreads

• Botanic Blur: a streak of tomato leaves around the bottle, mimicking the dynamic lines of a long exposure.
• Jasmine Punch: white petals thrown like confetti after a finish line — a nod to the juice's floral heart.
• Green Wave: turquoise waves photographed in long exposure, blending into an emerald gradient identical to the glass.

Digital activation: AR filter & TikTok challenge

The “OTTRush” Instagram filter

Facing the camera, a 3D effect covers the screen with a translucent green flow; a blink triggers a BPM counter overlaid on screen: the more one moves, the more intense the chlorophyll wave becomes. Ten days after launch: 58 million impressions, average usage time 14 seconds.

The #OTTRun TikTok challenge

Goal: film a three-step standing start (starting-blocks style) then switch the screen to the green filter; in slow motion, the runner leaves behind a trail of emerald splashes. In three weeks: 74 million views and 11,000 videos uploaded, including a cameo from dancer Lisa Ramey totaling 2.4 million likes.

Retail setup: the “Green Tunnel” pop-up

Sensory immersion at Sephora Champs-Élysées

A 15-meter LED tunnel recreates the perspective of an athletics track: a sweeping green light runs from floor to ceiling in an accelerated loop. At the center, a micro-misting bar releases Ôver The Top into a mist kept at 18°C to maximize the perception of the tomato leaf note. First weekend: +31% average basket vs. the Lancôme Idôle 2024 benchmark.

The “Up-Cycle Lab” corner

Visitors can macerate their own tomato leaves in neutral alcohol and leave with a 10 ml mini bottle, illustrating the agricultural up-cycling concept built into the formula. Sample-to-purchase conversion rate: 42%.

Performance & KPIs (30 days)

• YouTube: 8.1 million views, click-through rate 2.1%.
• TikTok #OTTRun: 74 million views, average engagement 9.2%.
• Google Trends: “tomato leaf perfume” searches up 3.9x.
• Sephora France week 1 sell-out: +27% vs. pre-launch fresh water forecast.