Virtual Avatar May: May, Maybelline's first-ever avatar, was introduced in the style of anime. May co-starred with real-world Maybelline global ambassador Gigi Hadid, bringing the surreal lash extension look of the Falsies Surreal Extensions Mascara to life.
3D Digital-Out-Of-Home (DOOH): A groundbreaking 3D DOOH campaign was initiated on a global scale. Personally visiting thousands of digital DOOH screens worldwide, the team mapped the Prime Viewing Angle (PVA) of each screen to ensure May and the product appeared three-dimensionally. Body motion capture and facial detection were used to create May's human persona as an anime character, breaking through the 4th wall.
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