The three largest global Maybelline mascara launches of 2010 (Falsies) and 2011 (One by One and Hypercurl[Asia]). Each had multiple corresponding print ads.
The :30 TV spots are below with shorter spots for the ancillaries.
Responsible for concepting, on set art direction, editing and overseeing retouching.
Copywriter for Falsies and One by One - Emarie Bell, Copywriter/Creative Director Copy for Hypercurl - Alison Gould. Creative Director - Brian O'Reilly, Art Director - Caroline Cahill Canty