For Maybelline’s first ever D11 celebration, we created a Tmall campaign featuring all of the hero MNY products in China. The feature length mood film features a to-scale reconstruction of a Soho apartment building, complete with functional neon fire escape and a rooftop. We even furnished the interiors. The NYC skyline in the back? Giant LED screens constructed in a studio in Shanghai. The results were record sales for the year and a strong foothold with the Chinese consumer.

Concepting / Art Direction / GCI Direction