Role: Social Strategy, Creative Direction, Creative Strategy

Ask: Launch Maybelline's new Super Stay Icy Tint and CryoBlur Setting Spray with an earned-first campaign that would spark cultural conversation, drive mass awareness, and build excitement among Gen Z and young millennial beauty consumers.

Opportunity:‍ ‍Turn two products built around the sensation of cooling and freezing into a cultural moment. We found an unexpected connection to the hit horror film, Obsession which featured a memorable "more chill" line and a sinister wish-making storyline. With 11/11 approaching, we saw an opportunity to bring the worlds of horror, beauty, and chill together.

Approach: Rather than tap a traditional beauty influencer, we partnered with Megan Lawless to bring a playful, beauty-fueled twist to her breakout role and her iconic “chill” line.

Inspired by Obsession's wish-making premise, we created the 11:11 Wish Icicle: a mysterious frozen object that arrives at Megan's door with one instruction. Make a wish, break the ice, and see what happens.

When Megan wishes everything could be "more chill," her wish comes true in an unexpected way, introducing Maybelline's new Icy Tint and CryoBlur Setting Spray in a cinematic, tongue-in-cheek storyline that gives fans of the film an inside joke while making the products the payoff.

Timed to the cultural ritual of making wishes at 11:11 on 11/11, the campaign turned two beauty launches into an entertainment-led moment, extending the story beyond traditional beauty audiences through social content and an exclusive feature in PEOPLE.