maybelline new york 
brand campaign

problem 

We needed to reignite the joy and freedom of makeup again in a pandemic era dominated by skincare and self-care rituals. 

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insight 

After more than two years of rules & restrictions, young 20-somethings were determined to break free -- breaking gender binaries, defying outdated beauty standards, shedding giant makeup bags.  

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strategy 

Break free from rules with makeup that lasts and lets you live in full color. ​

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execution 

We created a fully integrated global campaign with a universal mnemonic and ethos.