Maybelline New York

The Falsies Surreal Mascara


3D DOOH at scale

3D DOOH at scale! Maybelline The Falsies Surreal Mascara arrives in glorious 3D to over 280 screens across the UK. has achieved a new milestone in 3D DOOH, with the first-ever large-scale rollout of content to multiple formats across the UK. While iconic 3D content has previously been reserved for the biggest screens across the world, this campaign features May, a digital cosmetics avatar designed to appeal to a Gen Z and younger Millennial audience. May, whose 3D form was built by, and her Surreal Falsies Mascara, burst from the screen in three dimensions, in many different environments, including high streets and shopping malls located near to where May’s mascara could be purchased. worked closely with media owners to roll out a seamless campaign, featuring the innovative 3D creative running on over 280 screens. The unique and expertly targeted campaign achieved a deeper connection between the Maybelline brand and a diverse audience.