Staff Reporters
Nov 11, 2022

Maybelline takes K-pop band Itzy on interactive virtual shopping trip for 11.11

Watch the video conceptualised by McCann Worldgroup agency Gotham

Maybelline New York has kicked-off a new 11.11 campaign featuring K-pop band Itzy. With a distinct interactive ecommerce vibe, the launch video features band members entering a gamified, virtual world where each of them choose a customised cosmetics experience. 

Created by New York-based Gotham, a McCann agency with extensive beauty and fashion experience, the campaign launches today and will run on social and digital across Tmall as well as on Maybelline’s own platforms.  


Agency: Gotham  

Laurie Donlon, CEO 
Hans Dorsinville, CCO 
Andrea Lubel, Director of Client Services 
Shanna Carpenter, Director of Strategy 
Jen Pugliese, Head of Production 
Dan Scudellari, Executive Producer 
Karen McIntyre- Executive Creative Director, Copy  
Lindsey Speirs- Creative Director, Copy 
Alexis Monette- Associate Creative Director, Art  
Cait McCarthy- Senior Art Director  
Lauren Hill- Design Assistant 
Laura Norcini, Global Brand Director 
Taylor Webb- Account Supervisor 
Saadia Iqbal – Account Executive 
Rohini Sinha- Account Executive 
Riley O’Rourke – Senior Project Manager 
Denise Popovits – Director of Project Management  


Director: Rigend
Photographer: Peter Ash Lee
DP: Sunhoon Hong
Art Department: Yoonjin Lee
Editor: Luis Moreno @ OTHER
Retouching: Other Editorial
CG / Interactive UI / Post Production: Territory
Music: Itzy “Loco”
Audio Mixing and Sound Design: Decibel

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