Maybelline Super Stay 24H Foundation — 2018 + 2019 global campaigns. Lead Creative / Lead Designer across print, video, and digital.
In the era of full-face beats, Super Stay 24H delivered flawless full-coverage wear that lasted all day and night. Before-and-afters dominated beauty content and transformation was the flex, so the 2018 campaign ran on energy: non-stop change, the pace of New York, makeup working as hard as the person wearing it.
By 2019 the conversation had moved. People wanted proof rather than transformation, so the work shifted to wear tests, sweat-proof challenges and demonstrated 24-hour hold.
Senior Art Director and lead designer on two consecutive global 360 campaigns for Maybelline’s Super Stay 24H Foundation, at Gotham. Film, print and digital across both years, with creative direction and production support.
Completed 2018 + 2019
As Senior Art Director at GOTHAM, I led Super Stay 24H Foundation's 2018 and 2019 global campaigns — global 360 art direction, lead designer for layout and all graphics, across print, video, and digital — with the support of the Creative Director and production team.
I tracked the work to where beauty culture was heading: 2018 leaned into transformation, the before-and-after flex of the full-face-beat era, and 2019 shifted to performance — proof points, wear tests, sweat-proof challenges, makeup that worked as hard as the people wearing it, paced to New York. Over the two years I led it, Super Stay became the #1-selling drugstore foundation in the U.S.