An icon returns for Maybelline

Working together with visionary director Bardia Zeinali (Sabrina Carpenter’s Please Please Please, Vogue’s I Love New York) the Gotham team crafted a multi-camera approach that seamlessly blended the old with the new by shooting on 35mm and 16mm film, broadcast cameras, the Alexa, and even an iPhone. Embracing a bold, modern aesthetic, these diverse formats allowed for an eclectic mix of aspect ratios and a rich tapestry of textures, from refined cinematic grain to the immediacy of digital.

“For Only Icons, we set out to capture the same level of reverence and cinematic storytelling found in culturally defining documentaries like The Super Models, The Last Dance, and Beckham. Partnering with Bardia Zaneli was a natural choice, his talent for blending striking visuals with narrative depth helped us elevate Instant Eraser Concealer in a way that feels both epic and intimate,” said Jason Moses, Global Executive Creative Director at Gotham. “We created a fictional documentary trailer, featuring some of the most recognisable icons of our time, as a tribute to a product that has, in its own right, become iconic.”

“The Only Icons campaign has been such an exciting way to reinvigorate one of Maybelline’s heritage innovations and best performing products. It’s been a true partnership with our global client team, resulting in entertaining work that highlights the unquestionable iconic nature of this special product, and the place it deserves in our cultural zeitgeist,” said Andrea Lubel, Director of Client Services / Managing Partner at Gotham.