To promote the global launch for Maybelline's Colossal Chaotic Mascara we tried to capture the very specific mindset of girls when they wear this look — they are out to tear it up, so we built a world in which they could get away with it. In the end we received two million views on the hero film and dozen of pieces of content for everything from Tumblr to Snapchat, all cataloged through the #BrushWIthChaos hashtag.

↓ video

↓ website/UX design

↓ social