Maybelline New York
The biggest beauty brand in the world, one launch at a time.
As freelance creative director through Gotham and McCann, I led Maybelline launches from first idea to final frame: SuperStay Lumi-Matte, Super Fluff Brow, Shine Beast and 11.11 Max Out. I directed a team of five and brought AI image and video into concepting, so ideas could be seen before they were shot. I was also creative director on the 2025 brand refresh, helping set the direction for the world’s biggest beauty brand’s next era.
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.
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.
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.
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
