Falsies Surreal Mascara · Maybelline's first-ever CGI model, paired live with Gigi Hadid. Creative lead, global 360, CGI oversight. Directed by Gregory Ohrel.
The brief came as the metaverse gained traction: 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 the creative end to end — Global 360 art direction, lead design across every medium, and the makeup, hair and fashion direction. On set, that meant working as creative lead beside director Gregory Ohrel and folding the live footage and the digital double into a single campaign.
Post ran the same way: oversight of the CGI build and the edit, then retouching, mechanicals, video transfers, color grading, finishing and sound design, through to the final digital formatting.