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The assignment: Collaborate with Gigi Hadid to create a digital film that will launch the Gigi Hadid x Maybelline makeup collection.
The solve: Our team worked closely with Gigi to develop her dream Maybelline makeup line, consisting of 3 collections: West Coast, East Coast, and Jetsetter. As a current New Yorker that grew up in Los Angeles myself, this one was really fun to work on. I've always been amused by the "LA vs NY" debates, on everything from apartment size to personality stereotypes. Because Gigi has (and still does) live such a bi-coastal life, I created a concept story pitting "LA Gigi" and "NY Gigi" against each other, bringing to life the lighthearted stereotypes of each coast, along with the makeup looks/collections she wears while in each major city.
West Coast Collection - Print
East Coast Collection - Print
Allure - Gigi Hadid x Maybelline
https://www.allure.com/story/gigi-hadid-x-maybelline-makeup-collection
Pop Sugar - Gigi X Maybelline Collection
https://www.popsugar.com/beauty/Gigi-Hadid-x-Maybelline-Collection-Reveal-Packaging-44165688
Glamour - Gigi x Maybelline