Maybelline Brand Vision

ClientMaybelline New York

Year2025

TypeBrand Vision · Brand Film · Creative Direction

What does it look like when a beauty brand stops advertising and starts living in the culture?

Developed the global Maybelline brand vision, campaign architecture, and storytelling framework that shifted the brand's cultural positioning across markets.

The film explored what it means to be a New York icon, using the city itself as the primary character, and music as the emotional language that connects product to culture.

Shot across New York City, the film captured real moments of urban life alongside the brand's icons, blurring the line between documentary and campaign.

The result positioned Maybelline not just as a beauty brand, but as a cultural participant, embedded in the streets, sounds and stories of the city.