Maybelline
Creative/Campains
↳ Challenge
Maybelline’s on-going challenge is always how to produce a large sum of high-quality content in the most efficient way possible.
Summary
I helped establish a new partnership with Maybelline's agency of record, beauty@gotham, to collaborate in a completely new way.
For over 10 years, we have played a role in bringing Maybelline's global advertising campaigns to life through Editorial, Design, and Retouch. Our relationship with the brand is unique, and we have been a significant part of its evolution.
As Maybelline embarked on a rebranding journey for a new generation of consumers, we served as a creative partner, assisting them in developing and executing creative content for campaigns, digital platforms, social media, and print advertising.
As the idea of rebranding the global icon started circulating, we presented a range of new creative concepts. These concepts included live-action, CGI, and an innovative product for retouching footage for social media. The collective goal was to revitalize the brand with a contemporary look and feel.
Role
Positioning
Strategy
Creative
Internal Workflow
Cross platform Implementation
Campaign Development
The Challenge
Maybelline’s on-going challenge is always how to produce a large sum of high-quality content in the most efficient way possible.
As the cultural landscape continuously evolves, the need for delivering more content exponentially increases. Strategically articulating well thought-out creative becomes a task that's intricately paired with making content.
Eliminating Pain-Points
To improve the creative process and increase the brand's market leadership, it was essential to address the pain-points that caused bottlenecks.
Primary pain-points:
1/ Retouch for long-form video content is too expensive
2/ Changing labels and branding for product shoots after the fact is expensive and time-consuming.
To tackle these challenges, I introduced new elements and redefined existing parts of our creative process:
1/ Artists – This includes both existing creative talent and new hires.
2/ Tools – Custom software, Floss®
3/ Workflows – These workflows combine the above elements with our existing pipeline to address specific tasks efficiently.
↳ Additionally, we moved execution inside the ideation process which meant that high-level campaign ideas could be visualized and refined faster.
Workflows in Action
We built a custom pipeline that combines new ways of capturing product and editorial imagery with finishing to build campaigns in an agile way.
In this agile pipeline, we apply different principles to capture imagery so that manipulating things like lipstick color, product shades and labels is quick and painless process down the line. We also introduce custom software to aid in this process – making turnaround large campaigns exponentially faster.
Global Campaign – Ultimatte
Insight
Blurring comfortable ultra mattes are trending and luxe mattes are going slim, while there is an overall lack of excitement for matte bullet lipstick.
Strategy
Maybelline will disrupt the mass bullet category with an exciting slim format and a bold matte finish that delivers a true statement color with a lightweight feel.
Concept
More is more. More matte. More intense. More lightweight. Provocative. Fearless. Over-the-top. We a thrill from excess, and don’t care who knows it. When it comes to lipstick, we want more.
Introducing Maybelline’s new Ultimatte Lipstick. It’s MORE than traditional matte color, it’s the extreme matte intensity that we crave–delivered in a lightweight formula we can wear anywhere…and everywhere. Finished with a unique texture-blurring gel, it’s seriously luxurious matte impact in a swipe.
Social
OOH
Large format OOH advertising created with a combination of photo + cgi assets.
Global Campaign – Fit Me! Foundation
The Fit Me! makeup line by Maybelline goes beyond matching skin tones and caters to a wide range of skin types and colors.
Fit Me! campaigns delve into self-identity and have a raw street/urban aesthetic. Our objective with these campaigns is to showcase our girls within the authentic backdrop of NYC, giving them a modern edge through styling, photography, editorial, and animation.
↳ The Fit Me pallette uses a raw/grit/street aesthetic.
CGI Products
↳ Various high-res cg designed products for OOH, print, social and broadcast.
Toolkits
We create high-res assets that can be later manipulated to change labels, backgrounds and shades. By creating a system of editable layers, we hand over the ability for clients to effortlessly turn labels on and off, or even change out the background completely, so that any future product updates are a simple click away rather than a total redo or re-shoot.
↳ Broken out passes/layers. Final composited asset.