MAYBELLINE - SKY HIGH

Maybelline shoots for the stars with their Sky High mascaras in a mesmerizing three-part ad campaign. Combining intergalactic themes with a deepfake aesthetic, this out-of-this-world launch is captivating—proving the sky’s the limit for beauty.

CLIENT - Maybelline New York
ROLES - Graphic Designer / Concept Artist
TOOLS - Adobe Photoshop / After Effects

01. SPACE LAUNCH

02. ASTRONAUT

03. CRYO-CHAMBER

(ABOVE) - Complete three part series of this campaign.

The Brief

01

Maybelline New York was inspired by the striking visuals of deepfake technology to create a bold new aesthetic for their Sky High mascaras. The campaign, centred around the theme of space, featuring three distinct compositions that highlight the products solely through visual storytelling.

I developed a series of deep space illustrations, working closely with both 3D and VFX artists to seamlessly integrate them with photo-realistic 3D objects and CGI effects. As the designer, I also crafted key elements such as the astronaut suit and cryo-chamber, ensuring that Maybelline’s visual branding is consistently woven throughout all three parts of this exciting campaign.

The Process

02

SPACE LAUNCH

As the focal point of the ad campaign, this aspect of the project demanded the most creative energy from both the team and myself. My initial challenge was to design the mascara planet and the vibrant nebula through which the mascaras would soar. I aimed for a high level of realism in these 2D elements to ensure the nebula seamlessly integrated into the final scene, while the planet served as a visual guide for the 3D team during its development.

Later, I took on the design of the backgrounds for all scenes, crafting a realistic outer space environment to enhance the vastness of the cosmos. I meticulously fine-tuned the composition, color palette, and star placement, then added subtle twinkling animations to the stars to bring the scene to life.

(RIGHT) - Nebula Mockup
(BELOW) - Planet Concept Illustrations

Planet - Wide

Planet Texture - 01

Planet Texture - 02

Planet - Close Up

(BELOW) - Examples of Space Backgrounds, with twinkling lights

ASTRONAUT

The second spot in the campaign takes us up into the cosmos, where an astronaut and the iconic pink mascara float weightlessly in space. My task was to design an astronaut suit that stayed true to Maybelline’s branding. I started by drawing over a still of the selected 3D model, incorporating the signature pink from the mascara packaging into the suit. I also played with different materials—glitter, shiny plastic, and metal—to add realism.

Once the design was approved, it served as a guide for the 3D texture artist, who applied the colours and materials to the model. Meanwhile, I tackled the background for this spot, blending a high-res stock image of Earth with illustrated nebulas and a scattering of stars to create an expansive, otherworldly scene that really showcased the vastness of space.

(ABOVE) - Final Illustrated Background
(LEFT) - Astronaut Suit Mockup

CRYO-CHAMBER

In the final phase of the campaign, I collaborated with another member of the creative team to bring my concept art to life. While they designed the cryo-chamber, I focused on creating the environment it would inhabit. Due to some early shifts in the client’s vision for the background, the concepts I developed ultimately were not used in the end.

However, once the cryo-chamber design was locked, I was tasked with placing it within a new cityscape and ensuring the Maybelline logo was seamlessly integrated into the chamber’s design. This resulted in a sleek, futuristic look that aligned perfectly with the campaign’s bold vision.