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Why are we here?
MNY Vision
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What is New York?
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MNY Photography
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How do we reimagine MNY as a modern �NY brand?
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How do we �represent culture?
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What pillars does �culture touch?
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Styling
Music
Locations
Casting
HMU
TOV
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What creative talent �do we work with?
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How do they bring �culture to the work?
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How does diversity �come through?
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Both in of front and �behind the camera
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Bardia Zeinali
Oliver Hadlee Pearch
Kim Gehrig
Renell Medrano
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What are the �brand tenets?
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Brand Purpose �Give everyone the self-confidence to express �their beauty, to play, to make change
Brand Positioning �New York makeup. Made for all. �Works hard, Plays hard. Makes change
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Modern beauty�Authentic NYC
Culture�Music
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What’s the TOV?
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Confident
Savvy
Direct
Positive
Surprising
Swag�Streetwise�Disruptive
Feel Good
Before
After
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BECAUSE NO ONE
NEEDS EXCESSIVE BAGGAGE. �Fit Me Concealer
LESS TRANSFER.
MORE FUN. �Super Stay Matte Ink
THAT “FLAWLESS
SKIN WITHOUT
FOUNDATION” LOOK.
IYKYK.�Fit Me Skin Tint
....“DID YOU GET
LASH EXTENSIONS?”�The Falsies Mascara
SOMEWHERE BETWEEN
5 PM SOHO HOUSE AND
3 AM HOUSE OF YES
YOU’LL SEE…
YOUR LASHES ARE STILL…�SKY HIGH.
Sky High Mascara
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SUPER STAY VINYL INK :20 TVC
VO: MAYBELLINE NEW YORK
VO: NEW VINYL INK
VO: 16H NYC KARAOKE CRAWL
VO: 16H SOHO SPEAKEASY
VO: 16H CORNER SLICE
VO: 16H… AND STILL….
VO: no sleep ’til Brooklyn.
VO: SHINE ON & on & on.
VO: NEW VINYL INK
VO: MAYBELLINE NEW YORK
LIFTER LINER + GLOSS :15 TVC
VO: MAYBELLINE NEW YORK
VO: NEW LIFTER LINER & GLOSS
Talent 1: (pulls up to drive-thru menu in taxi, orders over the speaker)
“Can I get the deluxe?”
Talent 2: (drive-through worker hands over product)
“First LINE, then SHINE!”
VO: (slurps drink) HYDRATED
(checks lips in car mirror) FULLER-LOOKING LIPS
VO: LIFTER LINER + GLOSS
Jingle: badadada…maybe it’s Maybelline
SUPER: MAYBELLINE NEW YORK
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Main character status.
Click, click, SNATCHED.
#IYKYK #InstantAgeRewind
We have a feeling this one’s gonna last.
Just a #SuperStayMatteInk lip away. All day every day.
The lip color, we mean. #SuperStayMatteInk.
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What does music sound and look like?
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Who makes it?
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What are the tenets �for music?
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SWAG�CONFIDENT
OF THE MOMENT
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How do we visualize a new graphic direction?
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How do we lean into NY to inspire the visual language and system?
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CULTURE�DIVERSE�MULTI-LAYERED�NEW YORK GRID SYSTEM
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How do we tap into culture through styling?
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Models
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Models �Faces of the brand. Represent the diversity of our product and the diversity of NYC. Versatile and keep our brand aesthetic recognizable and relevant.
Cameo�Relevant to specific audiences and sub-cultures. They can take the brand to new places, lending us their cool factor.
Spokespeople�Voices of the brand. Well-known in their own right. Recognizable POV on fashion and makeup.
MNY Vision
The Why?
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With the rise of AI, it’s now more important than ever to show up authentically
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Moving to a more natural contemporary image of beauty
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While visualizing a true representation of NY
How?
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Develop a new baseline for how we capture NY
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The following images represent a fresh vision of Maybelline New York. These carefully curated visuals aim to capture the culturally diverse, creatively vibrant, authentic spirit of New York City, introducing a new tonality that captures modern beauty for all. Additionally, we’ve embraced an editorial approach to our lifestyle photography that allows the unique personality of both city and talent to come to life.
MNY Photography
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MNY Photography
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COLOSSAL MASCARA
MNY Photography
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LIFTER GLOSS + LINER
MNY Photography
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SUPER STAY SKIN TINT
MNY Photography
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MNY Photography
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SUPER STAY TATTOO
Performance Torture Tests
MNY Photography
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SUPER STAY FRANCHISE
Alpha Game Changer Consumer Persona (25-40)
MNY Photography
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CHEEK HEAT, SUNKISSER
MNY Photography
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SUPER STAY MATTE INK OR CRAYON
MNY Photography
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TATTOO EYE STIX
MNY Photography
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TATTOO EYE STIX
MNY Photography
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COLOR SENSATIONAL + ULTIMATTE LIPSTICK
MNY Photography
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MNY Photography
The Magic
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We want to maintain the magic but look �at it through a new contemporary lens
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Product Visuals
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Captured through a natural and organic lens, aligning with the new vision
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MNY Vision
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BENEFITS / APPLICATION
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ENVIRONMENT / SOCIAL MEDIA
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BRANDED SMOOSHES / SWATCHES EYE STIX
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MNY Vision
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MNY Vision
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How do we visualize a new graphic direction?
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Brands Visuals
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These pages represent visual concepts from brands both in and out of the category that are leading the way in tonality, innovation and creativity
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They are the new gold standard that global brands are expected to meet to capture audiences, move people and influence culture
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In the old, streamlined media environment, brands chose one mainstream consumer target. Communications were created as “matching luggage” that kept a consistent, easily recognizable aesthetic to appeal to a mainstream consumer profile
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In today’s fragmented media environment, brands play to different strengths to find multiple target audiences. Nike has to speak to the professional athlete, the sneakerhead and the casual jogger
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Consumers now expect brands to play �in diverse environments, and to create for those environments, bringing fresh, new perspectives to every platform, with �every new campaign
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FILM
OOH
SOCIAL
Brand Hierarchy: NIKE — Dream Crazier
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FILM
TIKTOK
Brand Hierarchy: McDonalds — Grimace Birthday Meal
DIGITAL BANNER
Sephora
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MILK
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ILIA
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ELF
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RHODE
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BURBERRY
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BURBERRY
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GUCCI
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COACH
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Apple
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NIKE
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Social Smorgasbord
H&M
Heinz
ARKET
Off White
adidas
H&M
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What’s Next?
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Brand/Agency offsite
2025 Creative Dev*
Briefing is a part of this conversation
THANK YOU
DUMP
DUMP�DUMP
DUMP
DUMP�DUMP
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Beauty/Skin Visuals
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MNY Vision
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MNY Vision
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MNY Vision
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Renell (Missy) | Joshua Woods |
Bardia Zeinali | Stuart Winecoff |
Tyler Mitchell | Oliver Hadlee Pearch |
Kim Gehrig | Andrienne Raquel (Missy) |
Tajana Tokyo (Missy) | Christelle De Castro |
Melina Matsoukas (Missy) | On Lunch Break |
Amara Abbas | Nicolas Canter |
Gordon von Steiner | Felicity Ingram |
Gray Sorenti | Charlotte Wales |
Zoe Gerhner | Rebekah Campbell |
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India Sleem | Gabrielle Moses (Missy) |
Micaiah Carter (Missy) | Ekua King (Missy) |
Rubber Band | x |
x | x |
x | x |
x | x |
x | x |
x | x |
x | x |
x | x |
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MNY Vision
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Who makes it?
Alexander Wang
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MNY Vision
Jaquemus
Astroworld (a pack can become a world)
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MNY Vision
Homer - Frank Ocean
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MNY Vision
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MNY Vision
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MNY Vision
Bottega Veneta
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MNY Vision
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ENVIRONMENT / SOCIAL MEDIA
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FLOATING / SKYLINE
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FLOATING / SKYLINE
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BENEFITS / APPLICATION
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ENVIRONMENT / SOCIAL MEDIA
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ACTIVATIONS / SOCIAL MEDIA
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Additional - Layout Exploration
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Lifestyle Visuals
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NYC Visuals
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How do we rebuild MNY �as a modern NY brand?
There are not cooler neighborhoods than others.
Old fashiony/classic places can look disruptive,
depends on how they are captured.
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Bjork - Big Time Sensuality
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Alexander Wang - American Dream Campaign
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Torso Solutions - MUGLER
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Clichè can be cool
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Balenciaga “wall street” campaign
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heaven by Marc Jacobs
joshua wood
this is a bit pushed but it is just to show how basic new york can be cool if treated with a modern styling, and fresh POV
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Young and Trendy clashing with The Decadent NYC (Canal Street, Diamond District,Garment District…)
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tell me you're in NY without telling me (nyc by elements texture and styling)
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How do they bring �culture to the work?
REPRESENT CULTURE WITH FUN and SMART IRONY
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Alexander Wang
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Dior by Galliano
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Product Visuals
ECCENTRIC BOLD PRODUCT
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What are the �brand tenants?
Calvin Klein
Heaven-Marc Jacobs
Diesel
Supreme
Fuking Awesome
Gucci
Loewe
Burberry
Miu Miu
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What creative talent �do we work with?
Chloe Sevigny (NYC Icon/Celeb)
Grace Jones (NYC Icon/Celeb)
Debbie Harry (NYC Icon/Celeb)
Iris Law (model)
Awen Chould (model)
Gabbriette (model)
Lotta Volkova (styling)
Patti Wilson (styling)
Tom Guinnes (styling)
Haley Wollens (styling)
Petra Collins (photography)
Tyrone Lebon (photography)
Stuart Winecoff (photography)
Torso Solutions (motion)
Sarah Bahbah (artist)
Nadia Lee Cohen (artist)
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Beauty/Skin Visuals
Maybe the approach for POS can be doing portraits of people and not simple stills of faces, so we are able to tell a story with JUST simple portraits and not forced lifestyles and random actions.
We can play with styling, accessories, hair and makeup which belong authentically to the portrayed talent.
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Lifestyle Visuals
Not describing an action but portrait a moment:
the person wearing the product and showing her own style
in the Iconic NYC (exteriors but also interiors which will help to create the story).
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https://docs.google.com/presentation/d/1pHo5qzpi1MWLVudioFCMjOQG_7Qp9Pt0NVhPlZnWqp4/edit?usp=sharing
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BURBERRY
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Ivy Park
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Beat By Dre
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Megacities (10 million+ people) are simply a large number of very different people in a very limited space.
They bring vast numbers of subcultures close together, constantly exposed to each other's influence.
They are the world's epicenters �of culture and breeding grounds for new ideas.
MNY Vision
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While other megacities have surpassed New York in size, NYC holds the historic position of being the world's first megacity.
It's where the dream of the big city began and it still captures our global imagination.
MNY Vision
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Modern beauty�Authentic NYC
NYC Centric�New Locations
Culture�Music
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What does a modern NY look and sound like?
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FILM
OOH
REI – OptOutside
WEBSITE
APP
SOCIAL
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What are the �brand tenets?