As digital and social AOR for Maybelline, we we were responsible for the first brand content in 20 years for the brand, as well as modernizing its values for a new generation. Across thousands of pieces of content, a handful of digital platforms and some clever influencer support, we moved from a singular definition of beauty, to an inclusive one. We opened up NYC to the brand for exploration and made the conversation about revealing strengths instead of hiding weaknesses.