MAYBELLINE NY – FACE HACKING

Problem:
Maybelline New York is the most successful decorative cosmetic brand in Germany and
the Berlin Fashion Week is the biggest German fashion event. But it’s only big challenge during this fashion event is to be more approachable to the broad German public and closer to the consumer.

Challenge:
To connect the German consumer to Maybelline New York and to make them interact with the Berlin Fashion week and be part of the „maker revolution“* radical experience.

Idea:
DON’T ONLY WATCH THE MODELS, BE A MODEL

How:
We created the first Face Hacking 3D Projection Mapping that ever happened on live motion during a catwalk. Models are going to run on the catwalk under the concept of  “Make IT Happen” but instead of presenting the new Make-Up trends of 2016 on their faces, we will hack their faces and project the new Make-Up trends on our consumers faces.

Real consumers fill the faces of the catwalk models and the Berlin Fashion Week creates the first interactive connection between German consumers and New York Make-up trends. Make-up trends constantly changing models faces during the catwalk, and present the magnificence of technology connected with such a big fashion show and at the end line with real consumers.  There is no other idea, that is more connected, truthful and progressive than to show the latest make up trends from those who set them: the consumers!

Creative Director/Innovation: Dominic Heinrich
Creative Director/Exeperince: Yiannis Lapatas
Credits goes to all creative minds of MRM//McCann Düsseldorf:
Michaela Jahn, Katharina Wersdoerfer, Saskia Müller, Christiane Schlinge, Juliane Blersch, Hristina Stojanovic, Fabian Stückrath and our beloved Sushi, the beauty team dog (R.I.P)