Super Stay Foundation
GLOBAL 360 CAMPAIGNS
Evolving makeup trends - from transformation to performance.
In the era of full-face beats, Super Stay 24H Foundation became a powerhouse in the beauty industry, delivering flawless, full-coverage wear that lasted all day and night. Before-and-afters dominated the beauty space, and transformation was the ultimate flex. The campaign was energy—non-stop transformation, the pace of New York, and makeup that worked as hard as the people wearing it.
As beauty trends shifted in 2019, the conversation moved from transformation to performance. Consumers demanded real results, and Super Stay evolved with them, focusing on proof points, wear tests, and sweat-proof challenges to show its 24-hour staying power in action. Over the two years leading this campaign, Super Stay became the #1 selling drugstore foundation in the U.S., cementing its status as the go-to full-coverage foundation. The campaign kept it at the center of the beauty conversation—first as the ultimate transformation tool, then as the foundation that proved itself in any situation.
VIDEO 2019
PRINT 2019
PRINT 2018
VIDEO 2018
DIGITAL 2018
DETAILS
Global 360 art direction. Created and executed concept from start to finish with the support of Creative Director and production team. Lead designer for layout and all graphics. Worked with production to bring idea to life in all mediums. Led makeup, hair + fashion look direction. Responsible for leading and approving all retouching and mechanicals, as well as supplemental casting, monitoring video transfers, finishing, and sound design.
Everything on this page is creative property of Gotham, Maybelline NY and L'Oreal.
The work was completed while at Gotham.