“11.11” is the world’s largest e-commerce event, consistently setting new sales records, with last year reaching US $38.3 billion, double the amount of Black Friday and Cyber Monday combined.
This year, to celebrate the e-commerce festival, Maybelline New York is going beyond the beat, combining virtual reality in a gamified experience with rising K-pop band Itzy, reinventing the makeup try-on with bespoke experiences for each of the brand’s star products. Partnering with agency gotham, (a NYC ad agency, part of the McCann Worldgroup network with extensive expertise in beauty and fashion brands), Maybelline aims to reach the fashion forward trend seekers who use 11.11 to search for the best products and drive awareness to China’s largest e-commerce event.
Maybelline New York worked with notable director, Rigend, on the campaign to create a world where next-generation innovation meets Maybelline makeup. Venturing into the virtual, the campaign turns the Maybelline product into an experience, going beyond functionality and creating an interactive world consumers can immerse themselves in.
The campaign launched, Friday, November 11, and will run on social and digital across Chinese e-commerce platform Tmall as well as on Maybelline’s own platforms.
Laurie Donlon, CEO
Hans Dorsinville, CCO
Andrea Lubel, Director of Client Services
Shanna Carpenter, Director of Strategy
Jen Pugliese, Head of Production
Dan Scudellari, Executive Producer
Karen McIntyre- Executive Creative Director, Copy
Lindsey Speirs- Creative Director, Copy
Alexis Monette- Associate Creative Director, Art
Cait McCarthy- Senior Art Director
Lauren Hill- Design Assistant
Laura Norcini, Global Brand Director
Taylor Webb- Account Supervisor
Saadia Iqbal – Account Executive
Rohini Sinha- Account Executive
Riley O’Rourke – Senior Project Manager
Denise Popovits – Director of Project Management
Photographer: Peter Ash Lee
DP: Sunhoon Hong
Art Department: Yoonjin Lee
Editor: Luis Moreno @ OTHER
Retouching: Other Editorial
CG / Interactive UI / Post Production: Territory
Music: Itzy “Loco”
Audio Mixing and Sound Design: Decibel