Maybelline: The City of Rhythms

Client: Gotham Inc

Category: Territory For Brands - Digital Comms - Digital Product - Experiential - Brand Activation

Visualising the Metaverse for Maybelline and ITZY’s online experience

Enter 'The City of Rhythms' Commercial

To advertise the unique experience, we delivered the motion and VFX assets for an online commercial and campaign. The advert provides a sneak preview of the exterior and interior of the House of Beats, situated in a virtual universe that’s inspired by New York’s skyline.

Led by ITZY, users are invited to experience it first-hand. We provided design, direction and storyboarding ahead of the shoot with the band, designing placeholder backgrounds for ITZY to complete their choreography. Each visual element was crafted with a dual purpose: to fulfil the needs of the interactive experience and the commercial.

Maybeline's first step into the Metaverse

Building on the advertisement’s creative direction, we completed game prototyping and the UI for the final app build. Visually inspired by early ‘dance games’ and New York cityscapes, the typography and game mechanics allowed users to tap to the beat of ITZY’s performance while discovering Maybelline’s latest makeup collection. Users can find the City of Rhythms on the Chinese digital platform, T-Mall, gaining access to a range of experiences. Maybelline is also planning to build upon the City of Rhythms with further upcoming features.