Singularity UAE creates VFX world with K-Pop star NingNing for new Maybelline New York spot
Singularity, a M25 network partner based in Dubai, has produced a new global campaign for Maybelline. This project marks the first collaboration between Maybelline and its Asia brand ambassador NingNing, a Chinese singer based in South Korea and a member of the K-Pop group aespa. The campaign represents a global effort, spanning multiple continents and leveraging top international talent.
Gotham’s agency team from New York provided the creative spark, with production managed by Fresh Films London, supported by Amazing People service production in Seoul and Singularity In Dubai along with Tailormade VFX handled post-production, ensuring every element was seamlessly integrated.
Shot in a green screen studio by British director Melody Maker and DOP Thomas English, who carefully planned previz along with Singularity team, which enabled sophisticated camera movements, bringing a refined, dynamic quality to the final product with tight celebrity shoot requirements.
“We were tasked to create the bold version of New York with a pink roller coaster to showcase Maybelline product Sky High Mascara. A global campaign of this scale demands a custom-built workflow and custom built teams,” says Zubin Mistry, Founder and Executive Producer at Singularity.
“Tailormade were entrusted with VFX and animation and did a great job working with us alongside the project bringing vision to life. Multi disciplinary teams worked across five time zones, coordinating creative reviews, online sessions, and ensuring a flawless delivery process.”
Mistry said: “This Maybelline campaign stands as a testament to the power of global collaboration, seamlessly uniting talents from New York, London, Korea, and beyond. It underscores the UAE’s rise as both a regional and global production powerhouse.”
A significant advantage for Singularity and UAE location comes from the attractive tax incentives offered by the government.
“These measures not only reduce production costs but also highlight the UAE’s growing reputation as a global hub for international film projects. By channeling these incentives, we can reinforce our position as a leading international production company, capable of executing large-scale projects with efficiency and creativity,” said Mistry.
