Maybelline x Grammys 26 — Nicki Nicole
Campaign / Talent-Led Content
CLIENT
Maybelline
PROJECT TYPE
Campaign / Talent-Led Content
PROJECT YEAR
2026
A talent-led campaign capturing the tension between public spectacle and personal ritual, designed for a social-first, behind-the-scenes perspective of Grammy day.
THE GOAL
Create culturally relevant, high-impact content that connects Maybelline’s product to real, in-the-moment behavior surrounding a global event.
Creative Director - Led concept development, narrative structure, and overall content ecosystem design. Defined the storytelling approach, visual framing, and balance between hero, UGC, and BTS outputs to ensure the campaign felt both premium and culturally relevant.
THE TEAM
the process
Frame the Grammys not just as a performance, but as a series of intimate moments leading up to it.
The campaign positions Nicki Nicole inside her own “bubble” — a controlled, personal space within a high-pressure public environment — where beauty becomes part of her ritual before stepping into the spotlight.
Structured as a content ecosystem blending hero, UGC, and BTS moments.
- Hero: Elevated, cinematic storytelling moments
- UGC: Intimate, real-time content capturing authenticity
- BTS: Lo-fi, personality-driven moments that feel native to social
This balance ensures the campaign feels both aspirational and relatable, aligning with Gen Z content behavior.
- Car acts as a controlled, intimate environment within a chaotic event
- “Bubble” visual metaphor reinforces focus and emotional isolation
- Mix of polished and lo-fi content creates contrast and authenticity
- Designed to feel captured, not staged
- Movement between moments mirrors real Grammy-day progression
Developed as a social-first campaign designed for real-time capture and platform-native storytelling.
Content was structured to feel immediate and authentic, blending controlled production with spontaneous moments to reflect how audiences actually engage with event-driven content.
The concept was selected and developed into a multi-asset campaign designed for real-time and social-first distribution around the Grammys.
