SAIL / WORK / CASE STUDY
CONTENT
MaybellineTV
PILLAR
content
YEAR
2025
AGENCY
Singularity Productions
The mini series
Edit a four-episode branded mini series for Maybelline New York during Ramadan. The campaign embraced a lighthearted, relatable comedy style, following a cast of young influencers through everyday Ramadan situations. The objective was to create content that felt native to social media while maintaining the production quality of a premium brand campaign.
The editorial rhythm
Each episode needed to balance fast-paced entertainment with clear storytelling. The influencer-driven performances encouraged spontaneity and improvisation, generating a large amount of coverage and comedic moments. The challenge was finding the right editorial rhythm that preserved the natural chemistry between the cast while ensuring every joke landed without compromising the narrative or the brand integration.
Create an emotional connection
We built the edit around performance and timing rather than strictly following the script. By carefully selecting reactions, pauses, and overlapping dialogue, we were able to enhance the comedy while maintaining an authentic reality-style feel. The pacing remained energetic through dynamic cutting and visual variation, but every transition was designed to keep the audience oriented and emotionally connected to the story, ensuring the fast edit never became chaotic.
Rightly connected audience
The final series delivered a fresh, engaging viewing experience that resonated with a younger digital audience. The dynamic editing style reinforced Maybelline's youthful brand identity while maintaining narrative clarity across all four episodes, resulting in entertaining branded content that felt organic, contemporary, and highly shareable.