Maybelline New York —
Lash Sensational Lucious Mascara
CASE STUDY
A bold, clean visual system built for a 360° rollout—film to social to retail. Designed to make product performance feel effortless, premium, and instantly recognizable.
Role: Art Director (Visual Lead)
Campaign Type: 360° Integrated Launch
Channels: Film / Print / Paid Social / Digital / Influencer / In-Store POP
Craft: Visual System, Key Art, Product & Talent Art Direction, Motion + Social Cutdowns
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Launch a new mascara in a crowded category with a campaign that feels modern, elevated, and instantly recognizable.
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Beauty audiences respond to results that feel effortless—high performance delivered with clean, camera-first craft.
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Led the visual direction for a cohesive 360° campaign across film, print, digital, social, influencer, and retail—anchored in bold minimal compositions, hero product moments, and lash transformation storytelling.
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A premium, social-first campaign system designed to scale across every touchpoint.
