Maybelline — The Falsies Surreal Mascara
A 3DOOH adaptation of Maybelline’s TVC campaign, rebuilt for multiple LED billboard formats across South Africa with new 3D animation, product fly-outs and screen-specific delivery.
A TVC campaign rebuilt into a 3DOOH experience for multiple billboard formats.
Maybelline launched The Falsies Surreal Mascara and needed to turn an existing TVC campaign into a high-impact OOH experience for LED screens.
The campaign had to work across different billboard locations and screen shapes, including a rectangular mall screen, a semi-rounded LED screen in Sandton, and a corner LED screen in Cape Town.
The client had a finished TVC, but no source materials for 3DOOH adaptation.
The original campaign video included filmed actors and an animated character created for Maybelline NY. But the main challenge was that the team had no production source files — only the final TVC video.
The task was to rebuild the campaign logic for LED screens, create a 3D anamorphic product fly-out, and make the footage feel natural inside a new spatial billboard environment.
Each screen also had its own shape and technical requirements, which meant the final content had to be adapted carefully for different display geometries.
The mascara became the hero object moving beyond the screen.
The central idea was to combine the existing TVC footage with new 3D animation, turning The Falsies Surreal Mascara into the main anamorphic object.
The key visual effect was a 3D product fly-out supported by transformed footage elements, creating a stronger sense of depth, product presence and mascara impact on eyelashes.
Supporting visuals
Final frames, product fly-out moments, TVC adaptation details and optional screen-context visuals.
A 3DOOH adaptation system built from a finished TVC asset.
- 3DOOH video adapted from the original TVC campaign
- Version for rectangular LED screen inside a shopping mall
- Version for semi-rounded LED screen in Sandton, Johannesburg
- Version for corner LED screen in Cape Town
- 3D anamorphic product fly-out for The Falsies Surreal Mascara
- Storyboard
- Animatic
- 3D modeling
- Tracking and keying
- Motion design
- Compositing and final adaptations
A structured pipeline for transforming TVC footage into LED-ready 3DOOH content.
Storyboard
The existing TVC logic was mapped into a billboard-friendly sequence.
Animatic
Timing, depth moments and screen behavior were validated early.
Production
The mascara model, 3D elements and footage transformation were created.
Compositing
Filmed characters, 3D assets and screen-specific elements were combined.
Final adaptations
Outputs were adjusted for different LED screen shapes and billboard placements.
The core technical task was reconstructing a 3DOOH world from a finished TVC file.
Since no source files were available, the team had to work from the final TVC video and rebuild the elements needed for a 3DOOH adaptation.
A custom 3D model of The Falsies Surreal Mascara was created to make the product the central anamorphic object.
The team tracked the main characters, separated them from the original footage, and integrated them into a new 3D space.
Unwrapping logic was used to adapt the final content to different screen shapes, including rectangular, semi-rounded and corner LED formats.
The work focused on 3D rebuilding, footage tracking and screen-specific adaptation.
- Producer
- 3D animators
- Motion designers
- Supervisor
- 2D artist
The project included a few revision rounds focused mainly on 3D text and slogan elements.
“We are happy — it looks amazing. The Great campaign is down.”
Launched across all billboards at the same time — with no playback issues.
The campaign was approved, launched and continued the collaboration with the client.
The launch went live across all billboard placements simultaneously, and the videos played back exactly as shown in the pre-renders.
The campaign reached a large audience of potential customers and created a new wave of visual presentation for Maybelline on LED screens.
Need to adapt an existing campaign into 3DOOH for real LED screens?
If you already have a TVC or campaign asset and need it rebuilt for anamorphic screens, corner billboards or non-standard LED formats, we can define the right production path.
