Collection: Maybelline

Deliverables

Hero recipe reel, custom dessert range, still photography

Platforms

Instagram, TikTok, YouTube Shorts, Facebook, Snapchat

Overview

Maybelline partnered with Donut Daddy to support the launch of the Lifter Glaze Oil Balm. Anthony designed a range of petit gâteaux inspired by the product’s colours and glossy finish, and incorporated a female talent applying the Lifter Glaze to create a clear, beauty-focused link throughout the content.

Execution

• Developed a custom petit gâteau range based on the Lifter Glaze tones and texture
• Filmed clean, cinematic macro visuals highlighting both the desserts and the product
• Included on-camera female talent applying the balm to connect the beauty element directly to the creative concept
• Delivered all content optimised for Instagram, TikTok, YouTube Shorts, Facebook, and Snapchat

Results

• 2.8M+ combined views across all platforms
• Strong saves, shares, and positive feedback from both beauty and food audiences
• Noticeable uplift in product interest and engagement during the campaign period
• A strong beauty-meets-food crossover that performed above category averages