Maybelline New York’s latest campaign, 'Limitless Lash Altitude' for Sky High Mascara, literally brings the #1 mascara in the United States 'sky high' – teaming up with notable model and activist Winnie Harlow taking a gravity-defying skydiving jump over NYC.

Directed by Greg Ohrel, who has a rich portfolio of commercial work with clients like Spotify and Aperol, the campaign (the fourth for Sky High Mascara) provides a different point of view than previous ones – from previously looking up to the sky to now having Harlow looking down on the city as she hurtles through the air. The theme has also evolved… from IMPACT GOES SKY HIGH to LIMITLESS LASH ALTITUDE.

Giving a new definition to lash length, the campaign reinforces the rebellious spirit of the product’s target audience: fearless young trailblazers who don’t subscribe to labels, beauty standards, or gender codes, and are part of a generation that reject limits and pushes them to the max.

The campaign, created in partnership with agency gotham, launched on January 9th, 2023 and will run across broadcast and digital as well as Maybelline New York’s own platforms for the remainder of the year.