Maybelline

CLIENT
Maybelline

Partner
Outdoor Media Group (OMG)

Market
New York City

If you stumble across an amazing revelation campaign, maybe it’s Maybelline. If you saw portraits of Naomi Campbell, Ru Paul, and Gigi Hadid in advance of their concealer campaign launch, it was definitely Maybelline. We had the opportunity to re-introduce their iconic, best-selling product with a series of iconic familiar faces. The first mural featured Naomi Campbell, then we revisited the wall to invite Ru Paul to the party. The third and final mural included Gigi Hadid, with the three celebrities surrounding a larger-than-life product. The three phases stirred conversation and engagement by revealing the timeless product alongside big-name ambassadors over the course of the production.

Instant Age Renewal Concealer sales increased 9% month-over-month when Colossal’s hand-painted OOH units were live. In the month following the hand-paint units and larger campaign efforts, Instant Age Renewal Concealer sales rose another +20% from October to November.

MANHATTAN

With its near gravitational pull for A-listers and influencers, SoHo is the obvious neighborhood for a campaign featuring legendary celebrities.

Oct 7, 2024

Naomi Campbell greets the neighborhood, introducing the campaign alongside the signature product.

Oct 12, 2024

RuPaul takes center stage, building intrigue and drama.

Oct 24, 2024

Gigi Hadid joins the scene in a wide shot showing the three icons beside the iconic concealer.

BROOKLYN

We still remember Williamsburg when it was up-and-coming, but these days our place of origin is getting called “the new SoHo” — fairly so. For dual messaging across the East River, prime Williamsburg placement was the clear winner.

Sep 23, 2024

Naomi Campbell brings the drama to Brooklyn for Phase 1.

Sep 30, 2024

RuPaul reigns supreme with a Phase 2 reveal.

Oct 14, 2024

The dream team is complete with Gigi Hadid joining alongside the hero product.