client: Maybelline New York Global
duties: Creative Direction
In 2012, Maybelline global tapped my team to concept a new style of makeup tutorials that featured not only their newest launches, but also broke technique barriers that arised when the brand started to introduce more innovative products. With that we created a new format that infused the lifestyle of the Maybelline girl along with her love for makeup.
On the production end, this was the first set of videos that incorporated a new set of vanity talents, and content production partners that allowed for the brand/agency to develop a newer, more flexible and cost-effective shooting style with some the highest performance share and view results ever for the brand.
makeup artists: Grace Lee, Gabriel Almodovar