NYX COSMETICS

THE BRIGHTSIDE

The Brightside is always a good look. In celebration of NYX’s core values and brand commitments, this campaign creates a makeup look that brings to life each of those values while highlighting their hero products.

–
ROLE:

CREATIVE DIRECTOR

A woman with makeup and cloud face paint, wearing fluffy blue bear ear headbands and colorful butterfly-themed clothing, posing with her hand near her face. The background is purple. The right side features NYX makeup products, a blue liquid eyeliner and a white eye pencil, with bright text about cruelty-free, vegan makeup.
A woman with curly hair, makeup, and colorful clothing promoting NYX cruelty-free and vegan makeup products, with text highlights and product images on a vibrant pink background.
Colorful Makeup advert featuring a woman with floral face decorations and bright eyeshadow. Text promoting vegan, cruelty-free makeup products and showcasing NYX cosmetics "The Brow Glue" and "Sweet Cheeks" blush. Bright pink background with large yellow and pink outlined text.

NYX COSMETICS

ULTIMATTE COLOR PALETTE

In-store and social imagery for launch of new shades palettes.

Close-up of a woman with pink eyeshadow, glossy pink lips, and makeup brushes; next to her, a colorful eyeshadow palette and a woman with pink eyeshadow, glossy lips, and earrings.
Four-panel advertisement for NYX Cosmetics with a woman with pink hair and makeup. The first panel shows a palette of colorful eyeshadow shades. The second panel is a close-up of an eye with pink and gold eyeshadow. The third panel features the woman with her hand on her head, looking into the camera with a playful expression. The fourth panel is a close-up of the woman's eye and cheek showcasing the makeup.

NYX X BARBIE THE MOVIE

IT’S PLAYTIME!

Category is: Play! Welcome to the Dreamhouse where every window is full of fun surprises, celebrates diversity, artistry & makeup looks for all.

Gold background with white text displaying 'WINNER' at the top, and below it the logo of Glossy Beauty Awards with the text 'Glossy Beauty Awards'.

Glossy Award Winner
Best Product Launch Campaign

Collage of diverse young people posing in bright pink outfits and accessories against pink backgrounds, showcasing bold makeup and joyful expressions.
Close-up of a woman with bright pink makeup, yellow earrings shaped like the word 'Barbie', and a necklace that spells out 'Barbie'. In the background, a full-body shot of the same woman dressed in pink, wearing roller skates, with pink makeup, and a pink background with signs that say 'Much!', promotional material for Barbie movie.
Close-up of a woman's face with vibrant makeup, pink lipstick, braces, and pink hair, smiling. The other part features a woman in pink attire holding a pink phone, with colorful makeup and the text 'R-Üng!' and promotional branding for NYC makeup and Barbie movie.
A woman with colorful makeup, pink lipstick, and long pink nails holds a small pink and blue boombox-themed card, with her mouth open and hand on her cheek in surprise. She wears large white earrings and a pink furry sleeve with the word 'Barbie' visible.
Group of diverse young women and a young man dressed in pink outfits, standing in front of a pink background with pink shutters and windows, on a pink balcony railing.
Instagram post from NYX Cosmetics featuring a woman with platinum blonde hair wearing pink clothing, multiple images of her holding a pink lipstick, with a large pink lipstick product in the center that says 'Barbie' and 'Nyx Professional Makeup'.
A woman with long pink hair and pink clothing promoting NYX Jumbo Eye Pencil on a smartphone screen. The background is yellow. The woman is making a surprised expression and gesture.
NYX x Barbie creative direction
Billboard advertisement for a Barbie and NYX makeup collaboration campaign creative

NYX JUMBO GLOW STICK

JUMBO GLOW

Larger-than-life Jumbo Sticks to match your major Jumbo Glow.

OOH layout by NYX internal creative team.

NYX LIP LINGERIE

COLOR THAT MOVES WITH YOU

Multi-scale models are used to reflect the dynamism and long-lasting promise of lipcolor that moves with you.

NYX Cosmetics campaign creative
NYX Cosmetics campaign creative

NYX GLOW SHOTS

GET RICH QUICK

Golden and gorgeous, we celebrate the latest way to “get rich quick” with full-color-payoff in new glowing, shimmering shades shot on a reflective, glistening set and dripping in indulgent jewels.

NYX Cosmetics campaign video
NYX Cosmetics campaign video

All NYX Cosmetics creative property of Exposure NY.

NYX Cosmetics beauty campaign creative direction

IT COSTMETICS

LOVE IT. GIFT IT.

I was brought on to develop the IT Cosmetics Holiday ‘23 campaign concept and package design. The concept “Love it. Gift it.” was not only a play on the brand name, but also served as a changeable design element and dynamic call-to-action; “Love it. Gift it/ Celebrate it/ Feel it/ Cherish it/ Share it”. The rich, jewel-toned color palette and multi-faceted pattern, turned the holiday giftsets into giftable gems.

It Cosmetics holiday package design
It Cosmetics Holiday package design

ALMAY

ROLE: CREATIVE DIRECTOR
—

ALMAY

BRAND REFRESH

Created all new brand look and feel — color palette, type treatments, logo lockup, iconography, diverse model imagery and casting, rich, textural product imagery and all new packaging to align with the new sustainable positioning and create a more sensorial and engaging experience of the brand online and in-store.

Close-up of a woman's face with flawless skin, light makeup, blue eyes, blonde hair pulled back, and small earrings.

BAREMINERALS

ROLE: CREATIVE DIRECTOR
—

BAREMINERALS

HOLIDAY

A holiday campaign that spans the full holiday season. Creating a visual storyline that starts at Thanksgiving and takes us through to NYE. A pale pink, silver and gold palette to highlight the gold, textural packaging.

Close-up of a woman's face showing her eye, nose, and lips, with makeup and dark hair.
guiltypleasures_b.jpg
bareMinerals_Holiday.jpg

BAREMINERALS

BRAND REFRESH & BRAND BOOK

bareMinerals was known mostly for it’s face products, so much so that some people were unaware that it had a full color cosmetics offering. In an effort to show off this range and position itself as a holistic color cosmetics brand, we created bold and textural imagery and model imagery that showed off the wide color range and product offering.

bare_Seasonal+Book_Comp+06_NM4.jpg
A promotional image for a makeup line featuring various nude lipsticks and lip glosses with a background of different shades of nude and peach, accompanied by the text 'Next Generation Nudes for Every Skin Tone'.
bare_Seasonal+Book_Comp+06_NM8.jpg
Smears of foundation makeup in various shades on a textured surface for a makeup advertisement.
Close-up of a young woman with brown hair, wearing pink headphones, winking and puckering her lips, pointing toward the camera, with natural makeup and a polka-dot top.
bb.jpg

SINFULCOLORS

ROLE: CREATIVE DIRECTOR
—

NAUGHTY NUDES

UNLEASH YOUR INNER NUDIST

Color collection that redefines nudes. Contrasting all new shades with bare skin and creating bold nail looks. Teasing the collection with video on IG Stories and creating personalities for each shade.

Responsive website displayed on a desktop computer, tablet, and smartphone featuring colorful abstract designs and product collections, promoting a nail polish brand.

SINFULCOLORS

SITE REDESIGN

Close-up of a colorful, glittery, layered pattern with wavy lines in shades of gold, pink, purple, white, black, blue, and green.

SINFULCOLORS X BEBE REXHA

CELEBRITY PARTNERSHIP

Partnered with Bebe Rexha to create fun, unique color collections and press-on nail collections (Claws).

AVON

ROLE: GLOBAL CREATIVE DIRECTOR
—

Close-up of a woman applying mascara in front of a mirror on the left, and a detailed close-up of a woman's eye with purple eyeshadow and mascara on the right.

AVON LUXE

OUR MOST LUXURIOUS FORMULAS

Dramatic lighting and product interaction to bring to life powerful formulas and rich, luxurious textures.

A woman with fair skin and red hair applying red lipstick, which is also displayed in a close-up on the right side of the image with red fabric background.
A woman applying purple eyeshadow with an eyelash brush in front of a mirror and an eyeshadow palette with pink, purple, and brown shades.
Close-up of a smiling woman with long brunette hair, wearing red lipstick and a red top, with bold makeup, and a gold bracelet on her wrist, advertising AVON makeup collection.

AVON X IRINA SHAYK

INTRODUCING OUR BRAND EMBASSADOR

irina_catsmeow_single.jpg

A close-up of a bright pink lipstick tube with the brand name 'AVON' on it, set against a matching pink background with small black specks. The top of the image has text announcing a new product: 'Ultra Color Bold Lipstick' from Avon.

AVON MAKEUP

ICONIC

Iconic product moments for Brochure and IG Stories.

NailWearPro_rev.gif

VICTORIA’S SECRET

ROLE: ART DIRECTOR
—

VS_Holiday.jpg

VICTORIA’S SECRET

PRINT & RETAIL

Designed print collateral, signage, seasonal in-store campaigns, flagship store art/spaces and art directed still life photography.

VS_Holiday2.jpg
VS_CandyStore.jpg
VS_CandyStore3.jpg
VS_Signature2.jpg
VS_Signature3.jpg
VS_Signature5.jpg

AVON

ROLE: GLOBAL CREATIVE DIRECTOR
—

AVON SAVAGE

FEATURING MEGAN FOX

TODAY, TOMORROW, ALWAYS

OUTSPOKEN BY FERGIE

TODAY, TOMORROW, ALWAYS

FEATURING OLIVIA WILDE

AVON BLACK SUEDE

AVON FAR AWAY

AVON FEMME

AVON LITTLE RED DRESS

AVON IMARI

AVON OUR STORY

AVON RARE

FS+ORIGINAL_REV-1.jpg

FULL SPEED

A male race car driver sitting in a red race car, wearing a white racing suit and red gloves, holding his head with one hand and looking serious.
A male race car driver in a white and red racing suit, holding a white helmet, standing on a race track with race cars and solar panels in the background, under a partly cloudy sky.
primerev.jpg

AVON PRIME

A bottle of Avon Prime cologne or perfume with a dark cap, set against a dark background with dramatic lighting and reflective effects.
A promotional image for Avon lipstick, featuring a futuristic, glowing lipstick tube with red and black packaging. The background has vibrant streaks of blue, white, and red light. The text reads 'AVON,' 'ALL SMART,' and 'LIVE THE ULTIMATE RUSH.'

FULL SPEED RUSH

Young man wearing a black leather jacket and a red plaid shirt tied around waist, standing next to a red sports car in a neon-lit tunnel, with the text 'LIVE THE ULTIMATE RUSH'. Next to him, a close-up of a men's cologne bottle labeled 'FULL SPEED' with a sleek design and red and black color scheme.

AVON CHERISH

FEATURING ANYA CHIPOVSKAYA

VARIOUS BRANDS

ROLE: CREATIVE DIRECTOR & AD
—

BAREMINERALS
BAREBLENDS

WHAT’S YOUR BAREBLEND?

bareMinerals wanted all consumers to start their skincare routines with Skinlongevity. I created snackable videos that helped guide the consumer in how to create their skincare regimen based on their skin care needs.

Close-up of a woman with short, curly gray hair and shiny skin, smiling subtly against a blue background.
A skincare product lineup showing three bottles of bareMinerals products against a lavender background with abstract shapes and icons. The products include an exfoliating toner labeled 'PORELESS,' a long-life herb serum, and a night concentrate called 'AGELESS.' Arrows indicate the order of use, emphasizing a focus on strengthening and smooth texture.
An advertisement for BareMinerals skincare products featuring a bottle of Skinlongevity Long Life Herb Serum and a jar of Butter Drench Restorative Rich Cream, with a light blue background and product descriptions.
Close-up of a woman with makeup, her face turned slightly to the side, with a soft purple background.
goldIpad_AgelessGenius.jpg

BAREMINERALS

AGELESS GENIUS & PRIMERS LAUNCHES

bare_Seasonal+Book_Comp+06_NM11.jpg
bare_Seasonal+Book_Comp+06_NM9.jpg
bareAG_PrintAd_Spread_17x11_NM.jpg
allPrimers.gif

USRx

BRAND REFRESH & CREATIVE STRATEGY

Urban Skin Rx, a rapidly growing skincare brand in the US, had a problem; it’s name. Polarizing, long and at times confusing, the name distracted from the brand promise: “Even tone for all”. I was brought on to help find solutions to this problem and to refresh the existing brand.
The solution: A multi-phased rollout of a brand nickname and revised brandmark and a new brand look and feel. Beginning with social channels, the new brand name and logo has now been implemented on product packaging. Now called and referred to as, “USRx” the nickname reflects a shorter, more inclusive “US” combined with “Rx” to speak directly to it’s medical-grade efficacy.

Beyond a new brand nickname and logo, the new brand guidelines provided a novel approach to model and product photography, typography and a more robust color palette for an infusion of freshness at all brand touchpoints.

Light teal background with white text that reads "URBAN SKIN Rx".
Woman smiling and holding a green tube of Youth Hero PM Serum with the cap removed, showing product details, and with her tongue out.
Multiple bottles of YouthHero AM and PM Serums with spray tops, positioned upright on a reflective surface, illuminated with a teal-colored light.

Social imagery by in-house USRx team.

body_solutions.jpg

AVON

SOLUTIONS SKINCARE

Solutions_BBCream5.jpg

WELLA

GOLDEN HOUR GLOW

Wella Professionals wanted to develop a campaign for their 2024 fall trend hair story that embodied the feel of the hair color look and the energy of the season. Videos had to be both engaging and educational.

Close-up of a woman with curly hair holding a box of Wellaflex Koleston Perfect hair dye.
Close-up of a person with straight, peach-colored hair being combed with a wide-tooth comb.
Naturally.jpg

VICTORIA’S SECRET

NATURALLY SKINCARE

Naturally2.jpg
BACK TO TOP