To make a bold statement during NYFW, Maybelline New York teamed up with NYLON as the presenting sponsor of NYLON Nights—fashion week’s hottest party. To spotlight the airy texture and soft-focus finish of Maybelline’s new Lumi-Matte Foundation, we created a social-first video series featuring beauty editors and fashion-forward influencers. Each video teased their glam journey to the event with close-ups of the product in action—a concept playfully dubbed “AirShare” as a nod to both Airdrop and the foundation’s ultra-airy feel. On-site, we produced a custom shoot for our Night Out With series featuring our talent, with the foundation’s glow front and center. Shot against the backdrop of New York City, it served as a nod to Maybelline’s hometown and its iconic place in beauty culture.