Maybelline New York — Green Edition
For Maybelline’s first Cradle to Cradle certified launch, I led the creative strategy behind a massive global toolkit. Because this was the brand's first true step into sustainability, I made sure that ethos carried through every detail of production—from casting eco-conscious talent down to styling wardrobe with entirely recycled textiles. My team and I built a conscious beauty narrative that felt premium, authentic, and cohesive across every single touchpoint, from cinematic brand films to everyday e-commerce templates.
IMPACT ON YOU
NOT ON THE PLANET
2021 campaign
MY ROLE: CREATIVE DIRECTOR
COPYWRITER: KAREN MCINTYRE
DIRECTOR: TIM BROWN
PHOTOGRAPHER: JENNIFER MASSAUX
PRODUCT PHOTOGRAPHER & DIRECTOR: CLAIRE BENOIST
EDIT: LVLY - JP DAMBORAGIAN
RETOUCHCING: NORKIN
AGENCY: GOTHAM
SOCIAL LAUNCH VIDEO
CAMPAIGN ICONOGRAPHY & IMAGERY
FULL COVERAGE
NOTHING TO HIDE.
IMPACT
ON YOU.
LESS ON
THE PLANET.
