How One Marketing Campaign Reignited My Consulting Dream

If you’ve ever been scrolling through LinkedIn, Instagram or Facebook and stumbled upon something so captivating it practically made you stop dead in your tracks, you’re not alone. That’s exactly what happened to me when I first saw Maybelline’s Sky High Mascara campaign. It wasn’t just any campaign—it was a scroll-stopping, larger-than-life moment that instantly reignited my love for bold, imaginative marketing.

What did I see? A video featuring a train decked out with enormous fake lashes gliding through a train station, while a giant mascara wand brushes the lashes as it rolls by. While the train and wand were only digital creations, the campaign’s viral success was very much real.

Maybelline’s ingenious digital stunt didn't just blow me away; it was a reminder of why I fell in love with marketing in the first place. The sheer creativity of it all made me reflect on my own career and the fun projects I’ve worked on in the past.

Early in my journey, I had the pleasure of working on some unforgettable campaigns. From the Star Wars: Where Science Meets Imagination exhibit Chewbacca stunt (check out my Chewbacca blog post for more on that) to strategically positioning Lord of the Rings characters around Boston MBTA stations, and even sailing a replica of the early 1900s ship Endurance down the Charles River to promote an Omni film on Ernest Shackleton, I’ve seen firsthand how creative campaigns can leave a lasting impact.

After I transitioned my career into higher education, I realized I missed that magic—the thrill of crafting campaigns that are not just seen but remembered. That’s what Maybelline’s Sky High Mascara campaign reignited in me: a passion for pushing boundaries and thinking big.

And so, inspired by this campaign, I decided to take the plunge and start Unconventional IQ. I’m excited to channel that same sense of wonder and innovation into helping others create marketing magic. If you’re ready to embark on a creative journey and bring some unconventional brilliance to your brand, let’s connect!

Check out Maybelline’s incredible campaign here: https://swirlster.ndtv.com/bea...

Here’s to creating the next big thing—let’s make it unforgettable!