Super Stay Foundation

Super Stay 24H delivered full-coverage wear that lasted all day and night, and the 2018 campaign put that claim at the center of the culture instead of beside it. Beauty content was moving toward the before-and-after; this work made transformation the brand’s own language — non-stop change, the pace of New York, makeup working as hard as the person wearing it — and the category followed.

In 2019 the campaign raised the bar again: proof. Wear tests, sweat-proof challenges and a demonstrated 24-hour hold set the standard the rest of the shelf had to answer, and Super Stay became the #1-selling drugstore foundation in the U.S.

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.

The before-and-after year. Non-stop change, the pace of New York, makeup working as hard as the person wearing it.

The proof year. Wear tests, sweat-proof challenges and a demonstrated 24-hour hold.

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.

The two years were run as one arc, with the creative moving as the culture did: the 2018 work built for transformation, the 2019 work built for proof. Over those two years, Super Stay became the #1-selling drugstore foundation in the U.S.