10 hours ago
K-pop star takes lashes on a ride in the latest Maybelline campaign
Maybelline New York has launched a new campaign across the APAC region featuring Chinese singer NingNing, a member of K-pop group aespa, as its new Asia brand ambassador. Dubai-based post-production house Singularity UAE was brought on board to lead the visual execution for the campaign film, building a stylised version of New York with a pink roller coaster running through the city.
The metaphor – 'take lashes on a ride' – supports the promotion of Maybelline's Sky High Mascara and aims to capture both product energy and a sense of visual spectacle. The film was shot entirely in green screen and directed by Melody Maker. It was produced by Fresh Films London, with creative led by Gotham New York and support from Seoul-based service company Amazing People.
With vibrant textures, dynamic movement and pop-forward art direction, the film blends music video sensibilities with cosmetic brand storytelling. Fast-paced VFX and camera trickery drive the high-energy aesthetic, while the pink roller coaster and stylised cityscape add a layer of visual metaphor. Built entirely from green screen footage enhanced by hyper-real CGI, the spot delivers a polished and playful take on a familiar urban backdrop.
Post-production was handled entirely by Singularity UAE, who delivered the final creative in coordination with multiple stakeholders across time zones.
'A global campaign of this scale demands a custom-built workflow,' said Zubin Mistry, Founder and Executive Producer at Singularity. 'Our team worked across five time zones, coordinating creative reviews, online sessions and ensuring a flawless delivery process.'
Marking Maybelline's first collaboration with NingNing, the campaign was rolled out in mid-2025 and is currently running across digital, out-of-home screens and activations in China, Korea, Japan, Vietnam and other countries in the region. For Singularity, the project is part of a growing slate of international work highlighting the UAE's capabilities in high-end post-production and global campaign delivery.
Credits
Client: Maybelline New York
Creative agency: Gotham New York
Director: Melody Maker
Production company: Fresh Films London
Service production: Amazing People
Post-production: Singularity UAE
