Maybelline: Break the Mold

Digital Campaign

With the launch of the new Loaded Bolds lip collection, we wanted to break the social norm and stereotypical barriers in beauty. Beauty is no longer just the girl next door or a pair of red lips - we've moved beyond that. We diversified the casting and pushed the message to be confident to try something new - Break the Mold.

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Agency Code and Theory
Group Creative Director Howard Collinge
Associate Creative Directors Ivy Tsang & Katherine O'Brien
Copywriter Kendra Jones
Visual Designers Danielle Gerard & Justine Requa

Role Concept, art direction, & design

Occasion-based content: National Lipstick Day & 4th of July

National Lipstick Day 2016: Snapchat Lens demonstrating the collection

Pinterest content

Maybelline: Color Jolt

Digital Campaign

We amped up the intensity with the launch of the new Color Jolt Lip Paint collection. Its pigment packed, 1000 watt shine truly electrifies your surroundings. We launched the campaign with a PSA-style video warning users of its application effects and created mini videos highlighting the hero lip shades. Each shade had its own styling and cause & effect story.

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Agency Code and Theory
Group Creative Director Howard Collinge
Associate Creative Directors Ivy Tsang & Katherine O'Brien
Copywriters Kendra Jones & Kendall Green
Visual Designers Beth Zimmerman & Justine Requa

Role Art direction & design

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Maybelline: Push Up Your Drama

Site Design

There's a difference between arriving and making an entrance. Falsies Push Up Drama boldly pushes lashes to the limit.

For the product launch, we followed a day in the life of Gigi Hadid. The hub showcases how to achieve the look, tips & tricks, and a gallery to show off your own drama, #PushUpMascara.

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Agency Code and Theory
Creative Director Jennifer Bergman

Role Art direction & design

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