MNY: Brave
Together
The Ask: Authentically speak to Gen Z consumers globally about the benefits of Maybelline New York’s free mental health initiative, Brave Together.
The Insight: Gen Z shares more of their lives than any generation before them, but they’re often keeping their most difficult challenges to themselves and share their “highlight reel” with the world.
The Idea: My First Better Day.
Creative Team:
Copywriter - Audrey Siaw-Asamoah
Art Director - Madeline Waggoner
My First Better Day
There’s nothing more powerful than seeing real people talk about the day their lives changed. This documentary campaign takes an optimistic approach to anxiety and depression, focusing on how our cast members reached out for help, and the day they realized they were getting better.
Film
In our longform film, hear from each of our talent on their first better days.
Meet Bridget. Incredibly thoughtful, honest, and real. Her words made everyone on set pause.
Meet the playful, colorful joy that’s Kiara. She wielded both the light and dark aspects of her story with incredible grace.
Meet Zeta: wise-beyond-her-years, warm, and effortlessly funny.
We were passionate about not putting words in our talents’ mouths. For our print copy, I parsed through the footage for their strongest quotes and pieced them together to form a cohesive narrative on each spread.
