Maybelline and Gigi Hadid came together to launch a new make-up collection. To reveal this outstanding collaboration, we built our idea on the insight that Gigi’s face is currently everywhere. She is the quintessential “it” girl. Her face is on magazine covers, tv shows and billboards around the world.

Using this phenomenon and a new facial recognition technology to our advantage, we made it possible for fans to take photos of Gigi anywhere in the world to unlock videos of her make-up and life story.

A series of her portraits about her self-expression, style and her inspiration behind the collection flooded cities and channels of the world to give curious girls exclusive access to the hidden content.

AKQA + Maybelline