THE CHALLENGE
Maybelline New York partnered with Microsoft to develop a Teams beauty app that lets users try virtual makeup looks within a Teams meeting. The challenge was twofold: create a social friendly, humorous, snackable narrative that blasts awareness of the upcoming launch, while also finding a way to recreate the bespoke makeup filters that were in development at the time of production and not yet ready for market.

The collab between Maybelline and Microsoft meant that we not only had two clients, but double the approval times with half the budget. This provided a unique situation for me as the sole creative lead.

THE SOLUTION
Drawing inspiration from the viral 'GRWM for my 5-9 before my 9-5' morning routine videos, I flipped the script on the idealized '5AM to 9AM' format. Instead, I created a more realistic scenario: GRWM in five minutes before a 9AM meeting. This approach was relatable to the audiences experiences and demonstrated the practical value of our virtual makeup filters.

Due to budget constraints, I had to wear many hats. Not only was I the creative lead, but I also wrote the script, cast, directed, and acted in the spot. I even brought in wardrobe and props from my own home!

I led the development of an atypical post-production process, collaborating with Microsoft engineers to integrate unreleased virtual makeup filters into our workflow. Working with our VFX team, I oversaw the meticulous frame-by-frame application of 12 distinct filters, ensuring the final product authentically showcased the Maybelline-Microsoft Teams partnership while maintaining high production standards.

This project achieved monumental success, generating massive PR buzz and media coverage with an incredible reach of 280 million people globally.

Social Launch