Maybelline New York · Wind & water proof launch
Storm Ride
Pedal harder. The makeup stays.
- Brand
- Maybelline New York
- Format
- Multiplayer pedal duel
- The proof
- A live wind and water test
What the experience needed to do
Launch Maybelline’s new wind and water proof makeup with an activation that proves the claim in front of people.
How we answered the brief
KOLs do their makeup, then race each other on static bikes. The faster they pedal, the stronger the blower and the water spray, and the makeup still holds at the finish.
The experience in practice
A head-to-head static bike race where pedal speed powers a blower and a water spray, so the audience watches the makeup stay in place.
01 · The challenge
Wind proof. Water proof. Now prove it.
Maybelline’s new makeup holds up against wind and water. A claim like that is easy to say and easy to scroll past, so we built a test people could watch happen.
02 · The idea
A multiplayer pedal duel.
Two KOLs do their makeup, then race each other on spin bikes in front of a city-lit wall. Playing in pairs turns a product test into a head-to-head race the crowd wants to watch.
03 · The mechanic
Feel the air. Pedal harder, it blows harder.
Pedal speed fills each rider’s meter on screen and drives the fan and water spray aimed at them. Every sprint turns up the wind and water on freshly done makeup.
04 · The proof
Still flawless at the finish.
At the finish line the makeup is still in place. The audience watched the whole test, so the claim needs no explaining.
Don’t just claim it. Let people watch it hold.
Let’s turn your product promise into a live test your audience wants to play.