a new look for a new generation.

Maybelline New York
@ GOTHAM / McCann Worldgroup

“back to life…back to reality.”
- soul II soul

this ain't you momma's maybelline

this ain't you momma's maybelline

Only In Matte Ink

Maybelline / 2025
Broadcast, Print, Retail

  • Agency: GOTHAM / McCann Worldgroup
    Director: Stephen Brahms
    Photographer: Matt Jones

When it comes to long-wear lip color, Super Stay Matte Ink truly lives up to it’s name. So it makes sense that it can handle anything the world’s toughest city can throw it’s way. So that’s what we did while paying homage to New York City’s “Only In New York” roots while introducing the masses to a new look for the brand.

Only Icons

Maybelline / 2024
OOH, Social, Broadcast, Print, Retail

  • Agency: GOTHAM / McCann Worldgroup
    Director: Bardia Zenali
    Photographer: Campbell Addy

  • Webby, Fashion + Beauty
    Clios, Fashion & Beauty - Bronze

Imagine creating a product so groundbreaking that it’s copied into irrelevancy. You could A) make a “beauty ad” to market it, or B) you can throw out the advertising playbook and remind the world of the icon you are with a cheeky “insider” campaign on a global scale. We chose B.

Full case study available upon request.

New Court City

Maybelline / 2025
Broadcast, Print, Retail

  • Agency: GOTHAM / McCann Worldgroup
    Director: Henry DaCosta
    Photographer: Matt Jones

When the US Open is in town, the whole city is your court. Well, if you’re Naomi Osaka. So to prove how Maybelline’s SuperStay lives up to it’s name, we took over a little city block on a summer day and made it happen from Manhattan to Queens.

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