Bernadette Coughlin ı Art Director

Maybelline ı Social

"Dare to Go Nude" was Maybelline New York's video-first campaign to encourage women everywhere to consider nude eyeshadow shades as a bold new way to express your true self. It was the brand's unique way of bringing its newest product—The NUDES Palette—to market in a way that was uniquely Maybelline.

Understanding our target's affinity for beauty video tutorials, we recruited 13 popular beauty vloggers like Sinead Cady (The Makeup Chair) and Stephanie Ledda (SMLx0) to bring the message to life. We challenged each to create a how-to video of their signature look using the Nudes Palette. We introduced all 13 YouTube videos and housed them on a microsite (shown below) along with vignettes to give viewers a peek at their inspiration and process.

Role: Art Director Client: Maybelline Agency: Code & Theory, New York