The “Maybelline New York Lifter Plump Ad” project is a marketing campaign for the Maybelline Lifter Plump lip product range, combining a dynamic video advertisement with a concept website. Developed as a student project, it explores how video storytelling and interactive web design can be integrated within the digital communication of a cosmetics brand.

The video uses bold typography, vivid colour treatment, fast-paced editing and close-up product imagery. It presents the product’s key features – volume, shine and hydration – while establishing a distinctive visual identity tailored to its target audience.

The concept website extends the same visual language into an interactive digital environment. It guides users through the available shades, product features and selected interactive content. By combining the linear format of video with the exploratory nature of web design, the project demonstrates how consistent multimedia communication can connect different digital brand touchpoints and encourage user engagement.