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How did Maybelline use music across a vast array of content to feel fresh and contemporary, tell unique product stories, convey aspirational lifestyle choices, and effectively evoke both the grit and fashion of NYC?
Paris, France - Global Convention
Maybelline needed a show-stopper presentation for their annual conference in Paris, France at the Louvre - a 4 hour show, packed with new product launches, brand initiatives, and trends.
Presented on a 120 foot screen and featuring all the iconic models featured in their many ads, the music had to resonate with the personality of the brand as well as score the many iterations and mood changes of the feature.
Creative Consulting / Briefing / Oversight
Maybelline NY puts out a prolific amount of ads and content, many of which air across the globe. Everything has to feel contemporary and legitimate, and it needs to resonate with the authenticity of a radio hit.
To this end, we worked with real recording artists, bands and vocalists to ensure we always capture a musical sensibility that feels real, not corporate. We worked first as consultant with the Gotham Agency to craft detailed creative briefs they could align on in order to lock down specific creative direction before executing the finely tuned creative work.
All Categories
Client
Maybelline New York
Agency
Gotham New York
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Creative Director
Marco Vitali / Sonic Lens
Sector
Cosmetics / Fashion
Composers
Gravelpit (various artists)
Glen Cavanagh
Michael Ballou
Adam Longlands
Executive Music Producer
Marco Vitali / Sonic Lens
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