The Colossal Big Shot Mascara
Lash like a boss.
The Colossal Big Shot took Maybelline’s Colossal Mascara and gave it a new identity with bigger volume, bigger presence, and the confidence to own any space. At a time when the "Girl Boss" era was in full swing, beauty was leaning into power, ambition, and taking charge. This reinvention matched that energy, delivering a formula designed for lashes that looked as strong as the person wearing them.
The campaign captured the go-getter mindset, using visuals that reflected boss-life confidence—direct eye contact, fearless expressions, and impact in a single glance. The updated formula amplified volume in fewer strokes, reinforcing the idea that these lashes didn’t wait for permission to be big.
VIDEO
GLOBAL 360 CAMPAIGN
STILLS
DIGITAL VIDEO
DETAILS
Global digital art direction for Maybelline NY. Led concept creation and visual execution of all static + motion pieces for Colossal Big Shot Mascara under Executive Creative Director. Supervised Jr Art Director in creation of static assets. Developed channel-specific engagement imagery, videos, GIFs, etc. Designed and organized dossier deck, partnering with strategy team. Responsible for casting talent (models, director). Supervised video and print shoots with CD. Led makeup, hair + fashion looks with world-renowned team. Responsible for briefing and approving any retouching; as well as monitoring video transfers, finishing, and sound design. Guided outside agencies, producers, directors, and designers to ensure the product's "reason to believe" + visual theme are consistent, strong, and striking.
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The work was completed while at Beauty@Gotham.