Maybelline New York – Video Content Production
Objective
Create high-impact video and photo assets that hero specific products while accurately representing the full shade range. The content needed to align with global brand guidelines and be adaptable for multi-platform use across digital channels.
Creative Strategy
Concept & Storyboards
I developed the visual concept, storyboards, and mood direction. Backgrounds were designed to sit seamlessly within Maybelline’s brand identity.
I developed the visual concept, storyboards, and mood direction. Backgrounds were designed to sit seamlessly within Maybelline’s brand identity.
Casting & Shade Representation
Casting focused on aligning models with hero products while ensuring authentic shade range representation. The goal was credibility, inclusivity, and commercial impact.
Casting focused on aligning models with hero products while ensuring authentic shade range representation. The goal was credibility, inclusivity, and commercial impact.
Brand & Agency Alignment
I worked closely with L’Oréal and the agency to align on creative, production logistics, and deliverables. From pre-production planning to final execution, I managed the process to ensure clarity, efficiency, and consistency.
I worked closely with L’Oréal and the agency to align on creative, production logistics, and deliverables. From pre-production planning to final execution, I managed the process to ensure clarity, efficiency, and consistency.
Production LeadershipI
I oversaw the project end-to-end:
• Creative development
• Visual language definition
• Casting approvals
• Set design and background creation
• On-set direction
• Asset planning for cross-platform usage
• Visual language definition
• Casting approvals
• Set design and background creation
• On-set direction
• Asset planning for cross-platform usage
As photographer, I captured models with product, focusing on:
• Application moments
• Texture and finish
• Product performance clarity
• Campaign-ready hero visuals
• Texture and finish
• Product performance clarity
• Campaign-ready hero visuals
All assets were shot with versatility in mind to maximise usage across formats.