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MAYBELLINE x BILLIE ELISH
Maybelline partnered with Billie Eilish for a high-impact campaign moment, taking over London’s O2 Arena across six sold-out shows. The brief: create a full-scale brand presence that could hold its own in one of the UK’s most iconic live venues, and do it in a way that felt distinctly Maybelline, while seamlessly aligning with Billie’s world.
This wasn’t just about visibility; it was about creating a brand experience that could resonate with 20,000 fans live and many more online. The identity needed to be bold, responsive, and built for scale, spanning digital screens, content capture zones, ambient branding, and high-impact fan moments across the O2.
We led the creative direction, visual identity system, and spatial design for the takeover, developing a cohesive brand framework that integrated seamlessly across physical, digital, and content-driven touchpoints.
The outcome was a scalable, high-impact presence that aligned the visual worlds of both Maybelline and Billie Eilish without compromising either brand’s integrity.
Early exploration
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