Maybelline New York
As Freelance Creative Director at Gotham Agency (McCann), I led concepting and creative execution across campaign and content initiatives for one of the world's most iconic mass beauty brands. Working closely with the Maybelline marketing team, I shaped the visual and strategic direction for product launches, hero campaigns, and still-life content, bringing a sharp editorial sensibility to a brand known for its high-energy, trend-forward identity. My work spanned art direction, campaign concepting, and still-life styling direction, with an emphasis on delivering bold, premium-feeling creative within a fast-paced, high-volume agency environment.
As Creative Director, I concepted and developed Maybelline's 11.11 campaign for SAPMENA markets around one idea: Max Out. Built to cut through the most crowded shopping moment of the year, the campaign connected episodic social content driving purchases on Shopee with bold offline activations across the region — with Super Stay Matte Ink, Super Stay Flex Powder, and Sky High Mascara at the center of it all. Directed by Steven Brahms.