BRIEF

Create a self-initiated campaign for Maybelline’s eye makeup range that gives different products their own personality while still feeling like part of one visual world.

INSIGHT

Eyes can completely change the character of a look. A small shift in color, liner, shadow or brow styling can become its own form of self-expression.

IDEA

It’s All in the Eyes, Chica.
Each execution isolates the eye area and lets a different Maybelline product take centre stage. Bold makeup looks, metallic textures and a shared crop-and-type system connect the campaign while allowing every eye to tell a different story.