Falsies Surreal Mascara
GLOBAL 360 CAMPAIGN
Extend your lash reality.
As the metaverse gained traction, the challenge was clear—how do you sell a mascara rooted in real-world impact when the digital world is taking over? Falsies Surreal was created to extending your lash reality, merging hyper-real beauty with futuristic technology.
To bridge the gap between digital and physical, we brought in Gigi Hadid, pairing her with a surreal, digital counterpart to explore what’s real and what’s imagined. The campaign played with the language of the metaverse—loading sequences, glitch effects, and a futuristic aesthetic—while always bringing the focus back to the real-life impact of Falsies Surreal Mascara. Gigi’s lashes became visually innovative, but still tangible for the consumer.
VIDEO
MOOD BOARDS
STORY BOARD
BTS + OUT-OF-HOME
DETAILS
Creative lead behind the Falsies Surreal Campaign featuring Gigi Hadid. Led the groundbreaking introduction of Maybelline's first-ever CGI model. Managing the end-to-end creative process, they provided global 360 art direction and served as the lead designer, ensuring a cohesive visual narrative across all mediums. Directed makeup, hair, and fashion. Creative lead on set, working collaboratively with director Gregory Ohrel, ensured seamless integration of live elements and the digital model, creating a captivating and innovative campaign. Overseeing CGI development and monitored the editing process, ensuring a captivating final product. Leading and approving retouching, mechanicals, video transfers, film color-grading, finishing, and sound design. Handled the final formatting for digital file releases.
Everything on this page is creative property of Gotham, Maybelline NY and L'Oreal.
The work was completed while at Gotham.