The second after the swipe.
Self-initiated. Six Maybelline products, one campaign set: a peel-off lip liner, Vinyl Ink, the 24H Skin Tint, the Lumi-Matte foundation and Sky High mascara.
The second after the swipe. Every frame catches the product mid-use, in hand and readable, a beat before the pose.
A complete six-frame campaign set built without a studio booking: ready for social, e-commerce and out-of-home.
Self-initiated spec work, not commissioned by Maybelline. Creative direction: Mohamed Magdy. Production: Night Jaguar.
Self-initiated. Six Maybelline products, one campaign set: a peel-off lip liner, Vinyl Ink, the 24H Skin Tint, the Lumi-Matte foundation and Sky High mascara.
Mass beauty advertising tends to show the finished face, posed and perfect. It sells the result and forgets the moment of putting it on.
The best part of make-up is the second after the swipe: the check in the mirror, the laugh, the friend leaning in.
Cast personalities, keep real skin, and give every product its own colour story and its own moment of use.
The second after the swipe. Every frame catches the product mid-use, in hand and readable, a beat before the pose.
Six women, each cast for a personality the product backs, with freckles, texture and natural shine kept. One colour story per frame, hard flash and film grain. Every pack checked against the real product.
The cast
Each frame pairs one woman with one product and one colour story.
The moment of use
The product in hand, a second after it touches the skin.
Beauty that looks caught, not posed.
A complete six-frame campaign set built without a studio booking: ready for social, e-commerce and out-of-home.
- Saves and shares per frame
- Click-through to product pages
One hanger photo. A full product page.
Al-Ittihad kits, product pagesView the case