Maybelline Only Icons
How do you launch a beauty product in a culture obsessed with icons?
Inspired by the storytelling language of landmark documentaries like The Last Dance, Beckham and The Super Models, Only Icons reframed a product campaign as a piece of cultural storytelling.
Rather than advertising concealer, the idea celebrated iconography itself, elevating Maybelline's Instant Eraser Concealer into the company of the people and moments that shape culture.
Created with acclaimed director Bardia Zeinali, the campaign took the form of a fictional documentary trailer, blending cinematic craft with fashion, beauty and entertainment.
The campaign was recognised internationally with Clio and Webby Awards, demonstrating how beauty marketing can move beyond product messaging to become part of the wider cultural conversation.
