Maxton Hall x Mixa

Client L’Oreal
Agency Amazon Brand Innovation Lab
Role Creative Director

The brief

When L’Oréal’s skincare brand Mixa signed on as the season 2 sponsor of Prime Video Original sensation Maxton Hall, we were asked to bring the partnership to life for Gen Z fans of the show.

The catch? No framework for a title sponsorship package existed - we were starting from scratch.

First, we had to define the sponsorship package offering, working with teams from Amazon Studios and Prime Video, plus internal and external Legal and PR teams, to map out what was possible when working with top-tier IP and talent.

The package we built out included:

  • Two 30s custom vignettes that ran as TVC and SVOD ads

  • A co-branded season trailer for SVOD and social video

  • Four 6s bumpers to play around the show on Prime Video

  • Static ads for Prime Video, FireTV and Amazon display

  • A suite of video and static social assets

  • On-ground activations at the premiere

To deliver, we spent a day shooting with the show’s star Harriet Herbig-Matten - who’s also a Mixa ambassador and evangelist. The content was captured on the show’s iconic castle set, and showed how the product range helps Harriet cope with the stresses and strains of a demanding shoot schedule.

Then we gave away tickets to the premiere through owned social channels, giving fans the chance to be part of the action. At the event, we had branded photo ops and sampling stands - putting Mixa in the frame. And we gave key influencers in-room sampling experiences at their hotels.

The response

My role

Defining the SOP and collaboration model for brand sponsorships of Amazon Originals in the EU.

Coordinating with senior stakeholders across Amazon, L’Oreal and Maxton Hall IP owners to make sure the partnership delivered for all parties.

Leading the creative team to develop and deliver the concept, storyboards, script, video and social assets needed to activate the campaign.

Developing the on-ground activation plan with stakeholder PR and influencer teams.

Results

The new season launched on 7 November 2025, so full results aren’t in yet. But here’s what we know so far:

  • 13 million views of Season 2 branded trailer

  • 100K TikTok posts using the campaign hashtag

  • Show debuted at #1 in DE

  • 3,000 premiere guests sampled

  • 100 influencers sampled