During the 2024 Emmy Awards, Maybelline New York made a dramatic statement by launching its new campaign, Only Icons, to reintroduce the iconic Instant Eraser Concealer.
Inspired by popular cultural documentaries, this cinematic ad campaign features beauty and fashion icons Naomi Campbell, Gigi Hadid, and RuPaul, celebrating the product’s cultural significance. The campaign, which takes the form of a fictional documentary trailer, debuted during the prestigious awards show and aims to reconnect with loyal users while capturing the attention of a younger audience.
Global Executive Creative Director at Gotham, Jason Moses, shared insight into the campaign’s vision: “We created a fictional documentary trailer, featuring some of the most recognizable icons of our time, as a tribute to a product that has, in its own right, become iconic.” The goal was to elevate the product in a way that blends epic visuals with intimate storytelling, drawing inspiration from legendary documentaries like The Last Dance and Beckham.
Working together with visionary director Bardia Zeinali (Sabrina Carpenter’s Please Please Please, Vogue’s I Love New York,) the Gotham team crafted a multi-camera approach that seamlessly blended the old with the new by shooting on 35mm and 16mm film, broadcast cameras, the Alexa, and even an iPhone. Embracing a bold, modern aesthetic, these diverse formats allowed for an eclectic mix of aspect ratios and a rich tapestry of textures, from refined cinematic grain to the immediacy of digital. Watch below:
The campaign is designed to roll out in three phases—Tease, Launch, and Sustain—and includes digital, social media, and out-of-home advertising with murals and billboards throughout New York City and Brooklyn.
The goal, as stated by Andrea Lubel, Director of Client Services at Gotham, was to create “entertaining work that highlights the unquestionable iconic nature of this special product”, ensuring the Instant Eraser Concealer retains its place in the cultural zeitgeist.
The first film in the Only Icons series is now live, and fans can look forward to two additional episodes released over the coming weeks. This campaign marks a new chapter for the Instant Eraser, making a compelling case for why this cult favorite is still a must-have in makeup routines worldwide.
CREDITS:
BRAND: MAYBELLINE NEW YORK / L’OREAL
- Trisha Ayyagari: Global Brand President
- Emilie Lor: SVP Global Marketing
- Sars Santos – VP Category Marketing, Face
- Angus Mitchell: Global Marketing Manager, Face
- Charlie Perez: Sr Campaign Manager, Face
AGENCY: GOTHAM
- Laurie Donlon: Global CEO
- Shannon Washington: Global Chief Creative Officer
- Andrea Lubel: Director of Client Services, Managing Partner
- Jason Moses: Global Executive Creative Director
- Andrew Tutko: Global Creative Director
- Fran Musso: Associate Creative Director
- Lindsey Speirs: Group Creative Director
- Lilian Mehrel: Creative Director – Copy
- Prashant Nashi: Associate Creative Director – Copy
- Grace Geraghty: Creative Services Director, Partner
- Shanna Carpenter: Director of Strategy, Managing Partner
- Christophe Nabhan: Senior Strategist
- Diego Torres: Strategist
- Jen Pugliese: Head of Production
- Dan Scudellari: Executive Producer
- Hallie Steck: Producer
- Laura Norcini: Global Brand Director, Partner
- Naomi Bagga: Senior Account Director
- Haneen Haque: Account Executive, Face
- Agape Amanuel: Assistant Account Executive, Face
- Denise Popovits: Director of Project, Management Partner
- Yuka Diaz: Senior Project Manager
- Barrett Zinderman: Director of Talent Partnership, Managing Partner
- Nora Krupitsky: Casting Manager
- Deb Haas: Director of Business Affairs
- Kaitlyn Ahlefeld: Business Affairs Coordinator
- Stu Turner: Director of Graphic Services, Managing Partner
- Chris Weston: Director of Studio Services, Managing Partner
PRODUCTION/GLAM/POST:
- Production: AP Studio
- Executive Producer: Alexis Piqueras
- Producer: Anneliese Kristedja
- Director: Bardia Zeinali
- Cinemetography: Patrick Golan
- Photographer: Campbell Addy
- Production Designer: Piers Hanmer
- Movement Director: Yagamoto
- Gigi Hair: Mustafa Yanaz
- Gigi Makeup: Erin Parsons
- Gigi Styling: Elizabeth Sulcer
- RuPaul Makeup: Raven (David Petruschin)
- Naomi Hair: Rio Sreedharan
- Naomi Makeup: Adam Fleischhauer
- Naomi Styling: Carlos Nazario
- Manicurist: Dawn Sterling
- Editor: Will Town
- Post House: Modern Post
- Music: Storefront Music
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