Maybelline

As an Art Director, I led the visual development of a 360° campaign for the launch of a new mascara designed to deliver bold lashes with zero clumps and all-day wear. The creative direction was built around the idea of "effortless impact" — striking looks that feel confident, modern, and real. We crafted a fully integrated campaign spanning film, print, digital, social, and in-store, ensuring a cohesive visual language across every touchpoint. From hero product shots and application close-ups to dynamic motion assets and influencer content, every element was designed to celebrate the product’s innovation while connecting authentically with beauty-forward consumers. My focus was on elevating the brand’s aesthetic while keeping it fresh, bold, and undeniably eye-catching.