Elemis has turned to CGI to celebrate the launch of its arrivals at Selfridges.

The campaign sees giant versions of the skincare brand’s iconic Cleansing Balm rolling through the streets of Manchester and Birmingham. The activity, created by the One Agency, comes as a growing number of beauty and fashion brands continue to experiment with GCI.

From Maybelline seemingly applying Mascara to the eyelashes of tube trains to promote its ‘Flex tower’ mascara wand applicator, to Jacquemus appearing to bring the streets of Paris to a standstill with giant handbags, CGI imagery has succeeded in sparking those ever-elusive viral marketing moments by causing consumers to question what they have just seen. The break with reality converting into consumer attention.

Anneka Smith, Senior Marketing Manager at Elemis ensured her CGI vision turned into reality with the team at the One Agency. She explains: “They were able to take my ideas and bring them to life in a way that was even better than I could have imagined. I couldn't be happier with the final results and seeing a giant Elemis Cleansing Balm rolling through the streets of Birmingham and Manchester will never get old.”

The Elemis campaign is part of a wider PR push to promote the brand's launch in Selfridges and will run for two weeks.