Maybelline New York — Fit Me Franchise
For Maybelline’s highest-grossing global foundation franchise, I directed consecutive years of multi-market 360 campaigns designed to redefine authenticity in mass beauty. A key milestone included leading an intensive five-day production sprint in Brazil, photographing and shade-matching over 400 women to build an ownable, visual shade-matching system. By bridging the gap between real-world casting and digital UX, we established a hyper-inclusive visual identity that anchored the entire global consumer journey across high-impact OOH, in-store merchandising, social, and e-commerce.
I’M MORE THAN
A SHADE.
2019 campaign
MY ROLE: CREATIVE DIRECTOR
copywriter: karen mcintyre
Photographer: Alexi Lubomirski
PRODUCT PHOTOGRAPHER: KEATE
CGI: LVLY - JP DAMBORAGIAN
Director: Amilcar Gomes
RETOUCHCING: NORKIN
AGENCY: GOTHAM
KEY VISUALS
USED ACROSS THE USER EXPERIENCE, PRINT, INSTORE, ECOMM, WEBSITE, SOCIAL.
FIT ME AS I AM.
2018 campaign
KEY VISUALS
USED ACROSS THE USER EXPERIENCE, PRINT, INSTORE, ECOMM, WEBSITE, SOCIAL.
FIT ME - SHADE MATCHING EXPERIENCE
In 2018, the MNY client and I, flew down to Brazil for a five day shade matching session, where we fit over 400 women with their Fit Me shade and photographed all 64 shades. The results gave the fit me franchise a visual shade matching system that was used across THE ENTIRE USER EXPERIENCE.
5,235,627 WOMEN IN NYC. ONLY FIT ME FITS THEM ALL.
2017 campaign