← All workCampaigns, film, brandMaybelline / 2024/26

Maybelline New York

The biggest beauty brand in the world, one launch at a time.

Maybelline New York2024/26
Maybelline, 2024 to 2026: Max Out, Lumi-Matte, Shine Beast, Super Fluff BrowThe sizzle, 31 seconds

Freelance creative director on Maybelline through Gotham and McCann. I led launches from campaign concept to final frame, among them 11.11 Max Out, SuperStay Lumi-Matte, Super Fluff Brow and Shine Beast, directing a team of five across film, social and retail. I came up with the concepts, then used AI as a tool to make the images for storyboards, video and product photography, so ideas could be seen before they were shot. I was also creative director on the 2025 brand refresh.

ClientMaybelline New York, L’Oréal
AgencyGotham, McCann
RoleFreelance Creative Director
ScopeCampaign, film, social, retail, brand refresh

11.11 Max Out, 2025

11.11 is the biggest shopping day of the year, and Max Out was Maybelline’s campaign for it. Three products, one stress test: sweat, pizza and wind, shot like surveillance footage on the streets of New York. I took it from the scripts to the final cut.

Credits

Photography by Nicolas Kantor.

11.11 Max Out key visual: a close-up face beside Flex Powder, Sky High and SuperStay Matte Ink towering over a New York crosswalk
This 11.11, push it to the max.
Max Out, Sky High. 25 second film.
Max Out, SuperStay Matte Ink. 25 second film.
Max Out, Flex Powder. 25 second film.
Max Out social key visual: the three products over a crosswalk, Level up on 11.11Max Out social portrait with the Maybelline New York logo
SuperStay Matte Ink on a swirl of lip color, a still from the Max Out film

SuperStay Lumi-Matte Foundation, 2026

Luminous matte that moves. Motion blur, warm city light and skin that holds up close, built as one system from key visual to film. Live now.

SuperStay Lumi-Matte, 15 second film.
The walk
Skin up close
Luminous matte, together
Lumi-Matte key visual, Princess
Lumi-Matte close-up: luminous matte that moves
Lumi-Matte close-up, Tamar
Lumi-Matte key visual, TamarLumi-Matte product hero: the shade range in motion

Product, CGI

The bottle, the texture and the shade range, rendered for the film.

The bottle
Skin-lastic texture
The shade range

Super Fluff Brow, 2026

Creative director

Freelance creative director on the 2026 campaign, from casting through the final films.

Shockingly soft. A brow mousse sold through texture: pink fur, slow pushes and big type that lands on the beat.

All day hold
Tech mousse
Defined, the end look
Performance, 9:16
Tech mousse, 9:16
Application, 9:16
End look, 9:16
maybelline.com
MAYBELLINENEW YORKNewFaceEyesBrowsLipsSkin
NewSuper Fluff Brow MousseShockingly soft.Shop now
Shockingly soft, four ways
Tech mousse
Application
The end look
All day hold
MAYBELLINE☰
NewSuper Fluff
Brow MousseShop now
Super Fluff on the homepage, desktop and mobile · Concept

Shine Beast Lipstick, 2025

Unleash 10H of beastly shine. Cracked glass, sunglasses and a red that refuses to quit, from film to a moving point of sale.

Shine Beast, 15 second film.
Shine Beast Lipstick point-of-sale with a model in sunglassesShine Beast Lipstick point-of-sale, second model
Moving point of sale.

Set design

Before the build, the set was explored with AI: a red gallery of glass cases, giant lips and the bullet as sculpture.

Shine Beast set design, AI explorations.

Brand refresh, 2025

Creative director

Maybelline set out to re-elevate the brand: more fashion, more point of view, less chasing trends. As creative director on the refresh, I helped shape the direction for its next era.

Next project2026
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