For the launch of Sky High Cosmic Blast, I set out to elevate Maybelline’s signature lash franchise with a campaign that felt otherworldly, bold and Gen Z-ready. The strategy centered around creating an immersive visual universe that told the “cosmic” product story while reinforcing the formula’s key benefit: gravity-defying length and lift. I led the art direction across photo and video, working closely with the director, photographer and CGI animators to blend surreal, galactic textures with clean, high-impact beauty moments. The process began with moodboarding references from sci-fi cinema and space photography, evolving into custom-built sets and lighting design that simulated weightlessness and celestial light. The balance of cosmic glam and cohesive brand storytelling is what made this launch successful across TV, social and retail.