Maybelline New York
The biggest beauty brand in the world, one launch at a time.
Freelance creative director on Maybelline through Gotham and McCann. I led launches from campaign concept to final frame, among them SuperStay Lumi-Matte, Super Fluff Brow, Shine Beast and 11.11 Max Out, 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.
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.
Product, CGI
The bottle, the texture and the shade range, rendered for the film.
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.
Brow MousseShop now
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.
Set design
Before the build, the set was explored with AI: a red gallery of glass cases, giant lips and the bullet as sculpture.
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.
11.11 Max Out
Three products, one stress test. Sweat, pizza and wind, shot like surveillance footage on the streets of New York.
