Maybelline New York
To make a bold statement during NYFW, Maybelline New York teamed up with NYLON as the presenting sponsor of NYLON Nights鈥攆ashion week鈥檚 hottest party. To spotlight the airy texture and soft-focus finish of Maybelline鈥檚 new Lumi-Matte Foundation, we created a social-first video series featuring beauty editors and fashion-forward influencers. Each video teased their glam journey to the event with close-ups of the product in action鈥攁 concept playfully dubbed 鈥淎irShare鈥 as a nod to both Airdrop and the foundation鈥檚 ultra-airy feel. On-site, we produced a custom shoot for our Night Out With series featuring our talent, with the foundation鈥檚 glow front and center. Shot against the backdrop of New York City, it served as a nod to Maybelline鈥檚 hometown and its iconic place in beauty culture.
