Maybelline New York — Snapscara Launch
For a brand globally synonymous with category-defining mascaras, I led the creative strategy and campaign design for the high-stakes launch of Snapscara. Formulated to solve major consumer pain points, we translated product benefit insights into a vibrant, graphic visual language executed through a social-first lens. By leaning into global brand ambassador Gigi Hadid’s playful personality on set, my team and I captured an agile, highly engaging library of content that beautifully balanced mass commercial appeal with authentic, platform-native storytelling.
NOT JUST MASCARA.
NEW SNAPSCARA.
MY ROLE: CREATIVE DIRECTOR
copywriter: karen mcintyre
Director: LAURENT CHANEZ
EDIT: LVLY - OLIVIER WICKI
AGENCY: GOTHAM
UNIQUE SOCIAL CONTENT
SOCIAL TAKEOVER
NOT
CLUMPY
NOT
FLAKY
NOT TOUGH
TO TAKE OFF
Print and instore assets
