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MAYBELLINE'S "HAIL BEAUTY'' YOUTUBE SERIES

In partnership with YouTube Lab (Google), Maybelline was challenged to create unique hub content (outside of promotions or product launches). The budget was tight and the timeline even tighter. We had $30k in 6 weeks to concept, direct and shoot two "Hail Beauty" episodes. Mindful of Maybelline's NYC roots, the team created a reality-based competition, all from the back of a Maybelline-branded yellow cab! The big idea: host and beauty blogger @Deepicam challenged two unsuspecting contestants to complete a custom beauty look in one of the the wildest rides of the lives. Maybelline loved it so much, they turned it into a regular series, "Makeup on the Way" hosted by Adriana Lima.

Project Roles
Creative Director
Company
Code and Theory
Skills
Art Direction, Copywriting, Creative Direction, Editing
Media
Commercials - Video
Project Industries
Beauty