To support the launch of the Surreal Mascara, fronted by Gigi Hadid, Maybelline New York commissioned a digital-first activation that would blend product storytelling and playful engagement, both in-store and online.

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Thibault led the creative direction for an interactive WebAR experience, designed to reimagine the traditional makeup display into a surreal 3D portal. Shoppers could scan a QR code to instantly access the experience — no app required.

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In landscape mode, they explored the brush’s volumizing technology through bold 3D animations. In selfie mode, users could project the surreal lash effect directly onto their own face, creating a personal and memorable brand encounter.

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Following the success of the WebAR rollout in thousands of retail locations, an exclusive XR version of the experience was also developed for Meta Quest 3, at the request of Meta for the device’s launch — further extending the campaign’s innovation across platforms and use cases.