Client: Maybelline
My role: Senior Creative
Built around the idea of a “mascara that works as hard as you do,” Maybelline partnered with us to write and produce a hero film and cutdowns. The idea was simple: follow a range of busy women with full days and no time for fussy beauty routines — proving that great mascara should keep up, not slow you down.
:30 Hero
The hero connecting all three stories together.
:15 “Nurse”
Each cutdown centers on one of the three characters. Many in our target audience are frontline workers in education or medicine. We cast an actual nurse in this role.
:15 “Mom”
Many of our target audience are busy millennial mothers of young children, so we were sure to highlight their stories.
:06 “Wellness Fan”
Our audience skews toward women who are passionate about wellness and fitness, so it was important for the campaign to reflect that lifestyle.
Credits
Directed by Stevie Dance
Executive Produced by Liz Victorine
Creative Strategy by Amber Silva
Senior Creative/ Scripts by Ethan Cantor
Edited by John Kim
Line Produced by Miranda Kahn
Production Co/Agency: SSTK Studios