@gothamnyc_ & @maybelline challenged Playful to be part of the new launch of the iconic Sky High Mascara.
The challenge was integrating it seamlessly into live-action footage from Mario Sorrentino & @modern.post
For that, @thais_altes , @felix.feldmann@mati.mast & @alfieri_pablo crafted and integrated this giantic typographic sign, character by character, forming a sky-high logo. And in the end, as @mileycyrus walked beneath it, she didn’t just take pride—she wore the story we wrote into the skyline.
Thank you to @cartelandco for managing the production & to @halliesteck & @francimusso__ for the trust. 🙏
@gothamnyc_ & @maybelline challenged Playful to create this monumental sign. And we crafted it!
We designed a fully typographic New York sign atop an iconic building. The challenge was integrating it seamlessly into live-action footage from Mario Sorrentino & @modern.post
For that, @thais_altes & @alfieri_pablo crafted this giantic typographic sign, character by character, forming a sky-high logo. And in the end, as @mileycyrus walked beneath it, she didn’t just take pride—she wore the story we wrote into the skyline.
Thank you to @felix.feldmann for crafting camera animations and @mati.mast for helping as in the integration.
We told ya! More to come! Stay tuned!
Proud of what we’re about to share with you over the next few days.
A bit of background!
@gothamnyc_ partnered with @maybelline to create a full 360° campaign for the launch of two new product families, while also boosting their iconic Sky High mascara line.
A launch of this scale needs a star. Enter @mileycyrus as ambassador, taking over the streets of New York to show the world she’s got the look.
Under the direction of renowned fashion and beauty director Mario Sorrentino, and with the stunning production of @modern.post , @helloplayful & @cartelandco joined the party to craft a wide range of CGI assets used across global TVCs, billboards, and retail spaces across New York. Some of them even made it onto the giant screens of Times Square.
(Five years in a row showing our work there… still surreal.)
This is why we do what we do: helping brands build new worlds and collaborating with some of the best talents in the industry.
Huge thanks to the entire team for an incredible eight-month adventure.
@_carolina.carballo_@juancoria__@nachovelasco_@mateovallejo@fedekanno@thais_altes@felix.feldmann@hugomrtnzavila@fabio_sobrin@dddidaci@mal_grado@jmedina.tv@teresarofer@alfieri_pablo
More coming soon, so stay tuned fellows!
