Maybelline New York Plays with Possibility with K-Pop Band Itzy for ‘11.11’

McCann’s gotham teams up with director Rigend on stylish campaign

‘11.11′ is the world’s largest e-commerce event, consistently setting new sales records, with last year reaching US $38.3 billion, double the amount of Black Friday and Cyber Monday combined.

This year, to celebrate the e-commerce festival, Maybelline New York is going beyond the beat, combining virtual reality in a gamified experience with rising K-pop band Itzy, reinventing the makeup try-on with bespoke experiences for each of the brand’s star products. Partnering with agency gotham, (a NYC ad agency, part of the McCann Worldgroup network with extensive expertise in beauty and fashion brands), Maybelline aims to reach the fashion forward trend seekers who use 11.11 to search for the best products and drive awareness to China’s largest e-commerce event.

Maybelline New York worked with notable director, Rigend, on the campaign to create a world where next-generation innovation meets Maybelline makeup. Venturing into the virtual, the campaign turns the Maybelline product into an experience, going beyond functionality and creating an interactive world consumers can immerse themselves in. 

The campaign launches today, Friday, November 11, and will run on social and digital across Chinese e-commerce platform Tmall as well as on Maybelline’s own platforms.

AGENCY / CREATIVE

COMPANY NAME: gotham

CHIEF EXECUTIVE OFFICER: Laurie Donlon

CHIEF CREATIVE OFFICER: Hans Dorsinville

STRATEGY DIRECTOR: Shanna Carpenter

HEAD OF PRODUCTION: Jen Pugliese

EXECUTIVE PRODUCER: Dan Scudellari

EXECUTIVE CREATIVE DIRECTOR: Karen McIntyre

CREATIVE DIRECTOR: Lindsey Speirs

ASSOCIATE CREATIVE DIRECTOR: Alexis Monette

ART DIRECTOR: Cait McCarthy

DESIGNER: Lauren Hill

BRAND COORDINATOR: Laura Norcini

ACCOUNT HANDLING: Taylor Webb

ACCOUNT EXECUTIVE: Saadia Iqbal

ACCOUNT EXECUTIVE: Rohini Sinha

PROJECT MANAGER: Riley O’Rourke

PROJECT MANAGER: Denise Popovits

PRODUCTION

COMPANY NAME: gotham

DIRECTOR: Rigend

PHOTOGRAPHER: Peter Ash Lee

DIRECTOR OF PHOTOGRAPHY: Sunhoon Hong

ART DIRECTOR: Yoonjin Lee

EDITORIAL

COMPANY NAME: OTHER

EDITOR: Luis Moreno