Maybelline New York’s latest campaign, “Limitless Lash Altitude” for Sky High Mascara, literally brings the #1 mascara in the United States “sky high” – teaming up with notable model and activist Winnie Harlow taking a gravity-defying skydiving jump over NYC.
Directed by Greg Ohrel, who has a rich portfolio of commercial work with clients like Spotify and Aperol, the campaign (the fourth for Sky High Mascara) provides a different point of view than previous ones – from previously looking up to the sky to now having Harlow looking down on the city as she hurtles through the air. Watch below:
REELated:
The theme has also evolved… from IMPACT GOES SKY HIGH to LIMITLESS LASH ALTITUDE.
Giving a new definition to lash length, the campaign reinforces the rebellious spirit of the product’s target audience: fearless young trailblazers who don’t subscribe to labels, beauty standards, or gender codes, and are part of a generation that reject limits and pushes them to the max.
The campaign, created in partnership with agency gotham, launched on January 9, 2023 and will run across broadcast and digital as well as Maybelline New York’s own platforms for the remainder of the year.
CREDITS:
CLIENT: Maybelline
AGENCY: gotham
- Laurie Donlon- CEO
- Hans Dorsinville- CCO
- Andrea Lubel- Director of Client Services
- Shanna Carpenter- Director of Strategy
- Madison Giller- Senior Strategist
- Laura Norcini- Global Brand Director
- Naomi Bagga- Account Director
- Surina Mehta- Account Executive
- Danielle Kraidin- Assistant Account Executive
- Jen Pugliese-Head of Production
- Dan Scudellari- Executive Producer
- Barrett Zinderman- Director of Talent Partnerships
- Nora Krupitsky- Casting Manager
- Karen McIntyre- Executive Creative Director, Copy
- Andrew Tutko- Executive Creative Director, Art
- Lindsey Speirs- Creative Director, Copy
- Madeline Waggoner- Creative Director, Art
- Kathryn Diaz – Art Director
- Amy Thomas- Copywriter
- Tatiana Hayden- Design Assistant
- Denise Popovits- Director of Project Management
- Riley O’Rourke- Senior Project Manager
- Deb Haas- Director of Business Affairs
PRODUCTION COMPANIES: Doomsday Entertainment + Common Good
- Director: Gregory Ohrel
- Photographer: Norman Wong
- DP: Santiago Gonzalez
EDIT/VFX: Wax
- Editor: Peter Johnson, Wax
- Lead VFX: Botie, Wax
- Lead CG: Anthony Ferrara, Wax
MUSIC: David Steinberg
MIX: Mat Guido
Nominate Someone You know For 5th Annual The Reel Black List OR Reel Women
