NYX Professional Makeup launches the community-led artist collective Gorjs in the Metaverse

Meet GORJS, a global partnership between digital-native beauty brand NYX Professional Makeup and a 3D Artist community to build the world’s first beauty Dao.

NYX Professional Makeup introduced in June 2022 GORJS, the world’s first DAO (A DAO is an entity with no central leadership. Decisions get made from the bottom-up, governed by a community organized around a specific set of rules enforced on a blockchain. DAOs are internet-native organizations collectively owned and managed by their members. They have built-in treasuries that are only accessible with the approval of their members. Decisions are made via proposals the group votes on during a specified period. The letters DAO stand for: Decentralized Autonomous Organization) focused on fostering the development of the 3D artist community and its evolving approach to makeup in the metaverse. GORJS will serve as a launchpad for 3D creators from across the industry, with the intent to promote growth & innovation within the community, increased aptitude in digital makeup, and ultimately, success in their careers. The DAO’s ultimate goal is to create a new community of artists who are redefining beauty in the metaverse, and to lead the cultural conversation as it relates to the brand values of diversity, inclusivity, and accessibility.

For the first phase of the GORJS launch, NYX Professional Makeup has begun partnering with some of the most dynamic creators in this space, @thisiscraves, @smeccea and @curry_tian, three of whose unique interpretation of “beauty in the metaverse” is being previewed at the annual Viva Technology conference in Paris. NYX Professional Makeup will support the launch of the artists’ NFT drops within GORJS, developing the new DAO’s ecosystem. GORJS will then be available for aspiring users to join, growing the community by building the creator pool.

(a bunch of) credits:

Client: L’Oreal
Brand: NYX Professional Makeup

Agency: Berlin Cameron
Founder/COO: Ewen Cameron
President: Jennifer DaSilva
Group Account Director: Emily Bond
Project Manager: De’Anna Butler
Associate Creative Director: Kerry Pantland

Business & Technology Partner: Luna Market
Luna Co-Founders: Billy Huang, Jack Cameron
Director of Operations: Matt Lee

Production Company: NewKino Studio
NewKino Founder: Noah Kim

Director: Curry Tian
Featured 3D Artists: Smeccea, Curry Tian, Craves
Art Director / Technical Director : Noah Kim
Producer: Henry DaCosta, Noah Kim
Assistant director:Xingshu Yin, Gege Fu, Ge Yin
Artist manager (Curry):Cyrus Saidi

Environment design, Character design, VFX (Curry): Aias Kokkalis
3D Designer (Craves, End Scene): Brooks Lane
Rigging Lead: Monica Erlano
Character Animators: Jeff Kim, Christine Zo, Kenneth Rosen
Cloth Simulation: Amin Ashtar Ali
Storyboard Artist: Fernando Caire
End Card Design: Brian Chen
Colorist: Roy Sun @ Reason Studio
Color Producer: Xi Shen
Composer/Sound designer: Julian Lamadrid

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