The Challenge
Maybelline's global strategy leans heavily on urban culture and modern, club-ready beats that resonate with young audiences. The challenge: sustain that aesthetic across dozens of videos announcing and recapping each event.
The brand needed a flexible solution — one that would align music selection with its strategy, support dynamic video creative, and unify scattered social media content with a unique, repeatable sonic code.
What We Did
We translated the brand's strategy into a repeatable sound post-production framework:
Research and Licensing
Rather than composing from scratch, we optimized for cost. We researched and selected high-quality production music that matched the brand's tone, then secured full rights and licenses for the campaign.
Arrangement and Voice Tags
We recorded each edition's signature phrases (like "Fly High" and "Go up!") and turned them into custom voice tags, syncing them with the selected tracks to give every campaign its own distinctive accent.
Integration and Sound Design
Every video went through dedicated post-production. We designed modern SFX tailored to the target audience and precisely implemented Maybelline New York's iconic global sonic logo.
The music evolution
Voice tags
Video
The Results
Format Consistency
Music became the connective tissue for dozens of video creatives over three years, binding picture and sound into a repeatable, recognizable whole.
Distinctive Editions
Custom voice tags set each edition apart while preserving the brand's overarching DNA.
Budget Efficiency
We achieved a highly consistent sonic identity through smart licensing and customization — no costly bespoke compositions required.
Why It Works
Distinctive Brand Assets
A global sonic logo, deployed consistently, triggers instant recognition. Placing a strong sonic cue inside dynamic video significantly lifts viewer retention.
Fixed DNA, Flexible Accents
Pairing a fixed sonic logo with flexible components (voice tags, custom SFX) keeps communication fresh without sacrificing consistency. A modern urban aesthetic builds strong cultural context — the kind that closes the distance with young consumers and earns their trust.