client: Maybelline New York Global + Canada
duties: Creative Direction + Agency Production
For the (successful) global launch of Dream Fresh BB Cream, I wanted to play off the lifestyle of New York City girls in a manner that could inspire young women worldwide. The idea was simple—what is it like to live your dream in the city that never sleeps. With that, my team and I created the #CanUBBelieve video, a "product X lifestyle" short that tapped into the power of storytelling to not only drive inspiration but purchase. In addition to the video, we created a bevy of social skins, campaign copy points, BTS images and more to go into a launch kit for our countries. The campaign was immediately picked up by our Canada market who adapted all assets into a "Live Your Dream Day" campaign, netting over 1.2 million video views and over 4 million impressions.
art direction: Angela Cho
video production: All Area Crew