QMS reveals new 3DOOH animated campaign with Maybelline New York

“The innovation, immediacy and power delivered by DOOH, including 3DOOH, is a key part of the medium’s growth and success.”

QMS has revealed an innovative new 3DOOH animated campaign with the global beauty brand, Maybelline New York.

The campaign uses market-leading animated 3DOOH anamorphic illusion to bring creative to life, featuring the brand’s new Avatar model “May”, who was launched alongside Maybelline’s global ambassador Gigi Hadid in a move to merge the real and the virtual. The “Falsies Surreal” mascara campaign is running through September, with “May” featured across QMS’ digital large format assets and the City of Sydney network.

Maybelline New York marketing director for Australia and New Zealand, Alexandra Shadbolt, said: “When a mascara delivers a transformation as surreal as this, it takes something just as surreal to launch it. At Maybelline, we love to push boundaries and break new ground, and that is why we turned to QMS to help us bring May to life on the streets of Australia with 3DOOH.”


QMS chief revenue officer, Alex Kerley said: “We’re so excited to see this latest partnership, with a distinguished beauty brand like Maybelline New York, come to life. The appetite for 3DOOH campaigns continues to thrive with new categories wanting to push the boundaries and explore what could be possible.

“Out of home is one of the last true broadcast media, enabling brands to influence big audiences through high impact creative executions. The innovation, immediacy and power delivered by DOOH, including 3DOOH, is a key part of the medium’s growth and success.”

In recent months, QMS has also launched 3DOOH campaigns for Adidas, Hyundai, Michael Hill, Tourism SA, ANZ, Coopers and Flight Centre.

This week, QMS announced the appointment of Tim Murphy to its executive leadership team.  

Murphy is a highly accomplished and respected media executive with over 16 years of experience in the out-of-home sector, most recently as chief sales officer at oOh!media.

Murphy is based in Melbourne and will join QMS in February 2024. He joins the digital out of home company in a newly created role, with more information about his role and responsibilities to be announced soon.

John O’Neill, QMS chief executive officer, welcomed the appointment. He said: “Tim is one of the best in the business. He has a proven track record of developing and leading high-performance sales teams, with a commitment to fostering excellent client relationships and delivering significant revenue growth.

See also: QMS welcomes Tim Murphy to the executive leadership team

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