Maybelline
Sky High Mascara
We enjoyed collaborating with Fresh Films and Singularity to craft a vibrant, visually captivating campaign that transforms New York City into a surreal, dynamic playground through photorealistic CG and seamless VFX.
Working closely with director Melody Maker and DOP Thomas English we crafted every CG element from the iconic pink rollercoaster to intricate eyelash animations with meticulous attention to realism and visual impact. Our fully CG Midtown Manhattan environment, paired with precision beauty retouches, elevated storytelling and emphasized the brand’s high-energy essence.
It was an exciting creative journey, balancing bold artistic vision and technical mastery, enabling Tailormade to immerse audiences in Maybelline’s vibrant world through flawless visual effects integration.
OVERVIEW
Client Maybelline New York
Production Fresh Film
Director Melody Maker
DOP Thomas English
Production Fresh Film
Director Melody Maker
DOP Thomas English
Tailormade was entrusted with the visual effects for Maybelline's "Sky High" campaign, featuring K-pop star NingNing. The project aimed to blend the dynamic energy of New York City with surreal elements, creating a captivating visual narrative. Our team was responsible for crafting a seamless integration of CG elements, particularly focusing on the iconic pink rollercoaster and intricate eyelash animations.
THE CHALLENGE
- Fully CG City Environment: Creating an entirely CG representation of New York City's Midtown, with authentic architecture, lighting, and atmosphere, ensuring realism throughout all shots.
- Rollercoaster Integration: Designing and animating a vibrant pink rollercoaster twisting dramatically through Midtown Manhattan, ensuring believable interactions with the CG cityscape and Ningning.
- Eyelash Animation: Developing realistic CG eyelashes that maintained natural movement and texture for a close-up shot.
- Skin Retouching: Achieving a balance between flawless skin and retaining natural texture, as per varying client feedback.
- Client Feedback Loop: Navigating through multiple rounds of feedback from different stakeholders, leading to revisions and adjustments in the post-production phase.
SOLUTIONS
- Advanced City-Building Techniques: Utilized state-of-the-art 3D modeling, procedural shading, and detailed compositing techniques to create a photorealistic CG environment replicating NYC's distinctive atmosphere.
- Precision Rollercoaster Animation: Implemented advanced animation methods and physically accurate shading to achieve believable interactions between the rollercoaster, lighting, and CG city environment.
- Meticulous Eyelash Detailing: Leveraged precise animation, shading, and rendering methods to ensure eyelashes moved realistically and appeared authentic, even at close-up range.
- Adaptive Retouching Workflow: Developed a flexible retouching pipeline capable of delivering flawless yet natural-looking skin results, adapting dynamically to evolving client expectations.
- Effective Collaborative Communication: Maintained continuous, structured communication with the production team and agency stakeholders, proactively aligning expectations to mitigate revisions.
OUTCOME
The "Sky High" campaign successfully launched across multiple Asian markets, receiving praise for its striking visual style and seamless integration of CG elements. Tailormade's expertise in crafting a fully CG urban landscape, paired with precise and innovative visual effects, was instrumental in realizing the ambitious creative vision, reaffirming our position as leaders in high-end commercial visual storytelling.
CREDITS
Post-production Singularity
VFX and animation Tailormade
Creative director Ivan Oputin
Executive producer Kir Skaletski
Team Sergey Polyanskiy, Alexander Largin, Abboshon Mukhammadali, Aleksey Dorokhin, Aleksey Konovalov, Alexander Chiknaev, Alexandr Korobeinikov, Alexey Korneev, Anton Zheltyakov, Artem Erikenov, Denys Bereza, Dmitriy Samoshkin, Eugene Filimonov, Gio Sabadze, Michail Kogan, Roman Kuznetsov, Shohruh Safarov, Slava Sych, Viktoria Asaulenko, Vladimir Kirillov, Yuriy Korshunov, Yuriy Mamontov
VFX and animation Tailormade
Creative director Ivan Oputin
Executive producer Kir Skaletski
Team Sergey Polyanskiy, Alexander Largin, Abboshon Mukhammadali, Aleksey Dorokhin, Aleksey Konovalov, Alexander Chiknaev, Alexandr Korobeinikov, Alexey Korneev, Anton Zheltyakov, Artem Erikenov, Denys Bereza, Dmitriy Samoshkin, Eugene Filimonov, Gio Sabadze, Michail Kogan, Roman Kuznetsov, Shohruh Safarov, Slava Sych, Viktoria Asaulenko, Vladimir Kirillov, Yuriy Korshunov, Yuriy Mamontov
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