MAYBELLINE TV PRESENTS:
SUNRISE TO SUNRISE
social-first campaign for
maybelline new york middle east.
what happens when five friends live together during ramadan?
during ramadan, the energy of the day shifts — from quiet mornings to celebratory nights. we captured that rhythm by turning the holy month into a reality-style social series, following five of the MENA region’s top gen z creators living together from suhoor to iftar. shot like episodic tv and cut for social, the campaign blended roommate drama with real ritual — making maybelline feel present within culture, not just advertising around it. from sunrise to sunrise.
art directed creative from idea to execution, shaping the series format, storylines, and design, directing design across social and print, styling talent, and overseeing a virtual shoot and post-production spanning dubai and nyc.
during ramadan, the energy of the day shifts — from quiet mornings to celebratory nights. we captured that rhythm by turning the holy month into a reality-style social series, following five of the MENA region’s top gen z creators living together from suhoor to iftar. shot like episodic tv and cut for social, the campaign blended roommate drama with real ritual — making maybelline feel present within culture, not just advertising around it. from sunrise to sunrise.
art directed creative from idea to execution, shaping the series format, storylines, and design, directing design across social and print, styling talent, and overseeing a virtual shoot and post-production spanning dubai and nyc.
Noor and Narine's pre-iftar habits differ quite a bit. It’s about the destination, not the journey right?!
EPISODE 2:
“THEY’RE HERE”
“THEY’RE HERE”
EPISODE 3:
“EID CELEBRATION” Eid glam is serious business, so Noor rallies the girls to get it together for one last celebration.
EXPERIENTIAL EXECUTION
BTS CONTENT SOCIAL SHORT
Global Head of Innovation & Brand Vision Jason Moses
Executive Creative Director Andrew Tutko
ACD, Art Cait McCarthy
ACD, Copy Prashant Nashi
Art Director Emma Smith
Director Zeus Merhi
Photographer Greg Adamski
Makeup Alexandra French
Stylist Monique Spearman
Hair Steve Wahab