ABOUT

Fashion model Gigi Hadid’s new line of cosmetics for Maybelline New York launched with a spectacular one day domination of L’Oreal’s slot on the iconic Piccadilly Lights in London.

The debut campaign for the Gigi X Maybelline collection, was shot by the Australian film-maker Gracie Otto, director of Ralf Films.

Maybelline is part of L’Oreal, one of six exclusive advertisers on the new Piccadilly Lights, which went live recently following nine months’ refurbishment work.

Dynamic copy from the campaign featured within the L’Oreal slot, with full domination of the complete display for 40 seconds intervals throughout the day.

Images from the digital out of home display were posted by Maybelline on the brand's Instagram Live channel which has 5.9 million followers and amplified wider by director Gracie Otto on her social networks.

Otto’s slate includes cinematic style short fashion films and TV commercials for clients including Westfield Australia and Virgin Australia.