Falsies Surreal Mascara · Maybelline's first-ever CGI model, paired live with Gigi Hadid. Creative lead, global 360, CGI oversight. Directed by Gregory Ohrel.
As the metaverse gained traction, the brief: sell a mascara rooted in real-world impact while the digital world takes over. Falsies Surreal was built to do both.
We paired Gigi Hadid with a surreal, digital counterpart — her CGI double — to play with what's real and what's imagined. The campaign spoke metaverse: loading sequences, glitch effects, a futuristic visual grammar. The throughline always came back to the product: hyper-real lashes, tangible to the consumer.
Creative lead on Falsies Surreal featuring Gigi Hadid. Led the groundbreaking introduction of Maybelline's first-ever CGI model.
Managed end-to-end creative. Global 360 art direction. Lead designer across all mediums. Directed makeup, hair, and fashion. Creative lead on set alongside director Gregory Ohrel — integrated the live elements and the digital model into one campaign.
Oversaw CGI development and the edit. Led retouching, mechanicals, video transfers, film color-grading, finishing, sound design. Handled final digital formatting.