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The assignment: Create a new TVC spot for one of Asia’s best-selling mascaras, HyperCurl Mascara. Maybelline wanted a fresh new spin on this formula favorite that volumizes, curls, and lasts through heat, humidity and sweat.
The solve: Using Gigi Hadid as our showcase talent, we found a fresh, open loft space that felt right for this mascara franchise refresh. I wanted the language and vibe to reflect a happy, fun and lighthearted tone, leading up to the overall idea of “Lashes so curled, nothing brings them down”. We created a spot that reflects that effortlessly chic sentiment, all while getting in the product benefits and lots of gorgeous lash close ups, of course! We also injected a bit of grainy, VHS-style footage to give it a sense of retro-cool intimacy.