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.
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ROLE:
CREATIVE DIRECTOR
NYX COSMETICS
ULTIMATTE COLOR PALETTE
In-store and social imagery for launch of new shades palettes.
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.
Glossy Award Winner
Best Product Launch Campaign
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 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.
All NYX Cosmetics creative property of Exposure NY.
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.
ALMAY
ROLE: CREATIVE DIRECTOR
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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.
BAREMINERALS
ROLE: CREATIVE DIRECTOR
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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.
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.
SINFULCOLORS
ROLE: CREATIVE DIRECTOR
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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.
SINFULCOLORS
SITE REDESIGN
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
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AVON LUXE
OUR MOST LUXURIOUS FORMULAS
Dramatic lighting and product interaction to bring to life powerful formulas and rich, luxurious textures.
AVON X IRINA SHAYK
INTRODUCING OUR BRAND EMBASSADOR
AVON MAKEUP
ICONIC
Iconic product moments for Brochure and IG Stories.
VICTORIA’S SECRET
ROLE: ART DIRECTOR
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VICTORIA’S SECRET
PRINT & RETAIL
Designed print collateral, signage, seasonal in-store campaigns, flagship store art/spaces and art directed still life photography.
AVON
ROLE: GLOBAL CREATIVE DIRECTOR
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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
FULL SPEED
AVON PRIME
FULL SPEED RUSH
AVON CHERISH
FEATURING ANYA CHIPOVSKAYA
VARIOUS BRANDS
ROLE: CREATIVE DIRECTOR & AD
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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.
BAREMINERALS
AGELESS GENIUS & PRIMERS LAUNCHES
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.
Social imagery by in-house USRx team.
AVON
SOLUTIONS SKINCARE
