MAYBELLINE FASHION SHOW
When beauty took center stage
A runway reinvention that brings makeup center stage through cinematic visuals and amplified social content.
Studio-shot looks were transformed into animated macro moments, projected live across four massive gauze screens.
PROJECT
To kick off Mercedes-Benz Berlin Fashion Week, Maybelline wanted to solve a familiar challenge: makeup that disappears under runway lights.
We flipped the format—capturing all 24 beauty looks in advance through stylized studio shoots, then animating them in post-production.
These macro visuals were displayed on four translucent 5.5m x 3m gauze screens, perfectly timed with the choreography of mirrored spotlights on the catwalk.
The result was not only a striking in-person spectacle, but a content engine built for social—amplifying brand visibility and generating high-impact shareable assets that extended well beyond the runway and were featured on Germany’s Next Top Model.
To kick off Mercedes-Benz Berlin Fashion Week, Maybelline wanted to solve a familiar challenge: makeup that disappears under runway lights.
We flipped the format—capturing all 24 beauty looks in advance through stylized studio shoots, then animating them in post-production.
These macro visuals were displayed on four translucent 5.5m x 3m gauze screens, perfectly timed with the choreography of mirrored spotlights on the catwalk.
The result was not only a striking in-person spectacle, but a content engine built for social—amplifying brand visibility and generating high-impact shareable assets that extended well beyond the runway and were featured on Germany’s Next Top Model.
CLIENT
MAYBELLINE New York
LEAD CREATIVE STUDIO
Tamschick Media + Space GmbH
CREATIVE DIRECTION
Charlotte Tamschick
ART DIRECTION/CONCEPT
Nathalie van Sasse van Ysselt
PRODUCER
Tobias Ziegler and Uwe Schlottmann
MAYBELLINE New York
LEAD CREATIVE STUDIO
Tamschick Media + Space GmbH
CREATIVE DIRECTION
Charlotte Tamschick
ART DIRECTION/CONCEPT
Nathalie van Sasse van Ysselt
PRODUCER
Tobias Ziegler and Uwe Schlottmann
Copyright © Atelier NVSVY 2025