MAYBE IT’S...
MILEY CYRUS?

global social and experiential launch campaign for maybelline new york.

maybe it’s ~~maybelline~~ miley.

before the announcement, we teased. seeded in new york with a minimal QR activation like wild postings, taxis, the city as canvas, we invited people to scan and decode the next global face of maybelline. each teaser revealed just enough to spark speculation in a citywide whisper, turning the ambassador reveal in a slow burn iconic moment on social.

concepted creative and OOH design, developing the teaser system and guiding edit and post-production to craft a rollout that felt cohesive, disruptive, and unmistakably new york.

+ an IRL product giveaway + activation to really keep NYC on their toes...

Who’s M?
Maybe it’s....

THE REVEAL

INTRODUCING MILEY X
MAYBELLINE NEW YORK.

Global Head of Innovation & Brand Vision Jason Moses
CD, Art Francesca Musso
ACD, Copy Hayley Marks

SHARANYA

WORK

HODGE PODGE

ABOUT