Maybelline Gets a 3DOOH Makeover with QMS

Leading digital media outdoor company QMS today revealed an innovative new 3DOOH animated campaign with global beauty brand, Maybelline New York.

The campaign uses market-leading animated 3DOOH anamorphic illusion to bring creative to life, featuring the brand’s new Avatar model “May”, who was launched alongside Maybelline’s global ambassador Gigi Hadid in a move to merge the real and the virtual. The “Falsie Surreal” mascara campaign is running through September, with “May” featured across QMS’ digital large format and City of Sydney network.

Maybelline New York is the number one cosmetics brand in the world and sold in over 120 countries worldwide. Internationally renowned over the years for headline-grabbing ad campaigns, Maybelline’s latest mascara called for a surreal approach to showcase the power of the new product.

Maybelline New York Marketing Director for Australia and New Zealand, Alexandra Shadbolt, said: “When a mascara delivers a transformation as surreal as this, it takes something just as surreal to launch it.

QMS Chief Revenue Officer, Alex Kerley said: “We’re so excited to see this latest partnership, with a distinguished beauty brand like Maybelline New York, come to life. The appetite for 3DOOH campaigns continues to thrive with new categories wanting to push the boundaries and explore what could be possible.

3DOOH is one of the most sought-after DOOH creative techniques in Australia, with QMS in the unique position to provide end-to-end creative solutions for clients. In recent months, QMS has also launched 3DOOH campaigns for Adidas, Hyundai, Michael Hill, Tourism SA, ANZ, Coopers and Flight Centre.

Campaign Credits

Client: L’Oreal

Brand: Maybelline New York

Campaign: Maybelline Falsie Surreal 2023

Agency: Wavemaker, Victoria

Creative: Maybelline and QUBE

Media: QMS