Maybelline New York — Sky High Mascara Launch
Launched at a time when global makeup sales were actively declining, this high-stakes campaign drove Sky High to completely defy worldwide industry trends. I led the visual strategy for the rollout, focusing the creative direction on high-impact, memorable storytelling that resonated deeply with a shifting global marketplace. By delivering an expansive creative asset toolkit filled with crisp product performance imagery, my team and I turned a challenging market moment into one of the most successful, historic mascara launches in the brand's history.
SKY HIGH
GLOBAL LAUNCH
2021 campaign
COPYWRITER: LINDSEY SPEIRS WEISS
PHOTOGRAPHER: ALEXI LUBOMIRSKI
PRODUCT PHOTOGRAPHER: KEATE
CGI/ EDIT: LVLY - JP DAMBORAGIAN
DIRECTOR: CASS BIRD
RETOUCHCING: NORKIN
AGENCY: GOTHAM
SOCIAL CONTENT
COPYWRITER: LINDSEY SPEIRS WEISS
DIRECTOR: HAO ZENG
AGENCY: GOTHAM
Ecomm assets
