adam&eveDDB U.S. is excited to launch Primer Donnas with Maybelline New York —a reality TV-style showdown starring Ariana Madix and JaNa Craig. Packed with drama and gossip, the campaign spotlights two hero primers: Grippy Serum and Poreless Jelly . Because who can resist a good feud—and new Maybelline products?

Brynna Aylward, Chief Creative Officer, adam&eveDDB U.S. says: “Reality TV gossip rarely makes room for brands—but this campaign changed that. We used paid and organic placements to stoke the rumor mill across Reddit, TikTok, and beyond. Every piece—from PR to media—was built to stir drama, because in this world, the product that thrives in chaos wins.”

Huge congrats to our team for creating something bold, current, and straight from the heart of pop culture.

Read more about the work in The Drum here.