93 models. One foundation campaign, one lipstick line, and four video shoots. Two photo sets running simultaneously. A glam team flown in from New York and Paris. One studio. Sao Paulo.

maybelline new york

Maybelline model beauty close-up
the brief
Simultaneous launch of Fit Me foundation and Made for All lipstick, plus Superstay Foundation video content.
93 models cast to represent the full shade range across all three campaigns.
the approach
Consolidated four campaign shoots into one.
93 models mixed and matched across the campaigns.
Two photo sets and video setup.
Glam crew from New York and Paris to ensure precise shade matching for all skin tones.
Evolving casting specs: additional casting call mid-shoot to cast 24 additional talent.
Multi-campaign production set
the deliverables
Maybelline Fit Me campaign hero
the result
93 models. All shot. All shades covered. All campaigns delivered.
Made for All won an Allure Best of Beauty Award.

On time. On budget.

Photography, Video  |  Sao Paulo, Brazil  |  Gotham  |  Paolo Vanier
all work