Maybelline — Hail Beauty Cab Series

During a Google x Youtube Lab, Maybelline was challenged to create engaging and creative hub content (agnostic to promotions or product launches). The budget was tight and the timeline even tighter. $25k in two months. Two youtube episodes. 1 big idea.

To keep the Maybelline brand grounded in NYC, we created a reality-competition based in the back of a Maybelline branded yellow cab. Drawing on my background as a journalist and former production assistant on ABC news' wildly popular show, What Would You Do? I wrote this series to act as a unscripted game show on-the-go. The premise is as follows:

In the backseat of Maybelline’s Hail Beauty cab, anything can happen. Host and beauty blogger, @Deepicam challenges two unsuspecting contestants to complete a special beauty look in one of the the wildest rides of the lives.