The Project

"Fake 8 Hours Sleep" put Paula's Choice at the heart of London's morning rush.
Not another serum launch, but a knowing nod to everyone running on too little rest.
The platform turned a universal tension into the brand's first-ever UK out-of-home takeover, spanning wild postings, 4-sheet posters, and more than 40 digital screens along the city's busiest commuter routes. A Charlotte Street coffee cart brought it to street level, pairing morning caffeine with the new Pro-Collagen Peptide Firming Eye Serum. One honest truth carried it all — look like you slept well, even when you didn't — turning a product debut into the one of the brand's boldest creative chapters yet.