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 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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