Maybelline New York came to us with a new brand slogan, a fresh product range and a desire to form a bond between the brand and confident, passionate millennial women. We turned the brand’s new positioning, Make IT Happen, into an exclusive experience for a select group of media and key influencers. 

We made these 10 young women the focus of a professional photoshoot with Maybelline New York hair and makeup artists and fashion photographer Garth Badger of Thievery Studios. We captured the whole experience on video, interviewing the women and asking what they do to make IT happen in their lives and careers.

We then transformed the studio into a branded event space where an influx of new guests could discover the product range, transform themselves with professional makeup artists, and share their own confident and passionate opinions and experiences on social media.