L'Oréal — NYX Professional Makeup
As AVP Global Creative, I led creative direction for multi-market campaigns spanning North America, Europe, the Middle East and Africa, Latin America, and Asia Pacific. The role demanded systems thinking as much as craft, setting visual direction across TV, digital, social, and retail while directing campaign toolkits, 3D product renders, and collaborating with vendor partners on video edits. I built toolkit-driven systems that gave every market adaptable, on-brand assets and brought more cohesion across regions. I also built repeatable processes for social production that gave junior team members clearer ownership and enabled them to eventually run shoots autonomously. I worked closely with senior internal stakeholders to keep complex, fast-moving launches aligned across markets.
Example product render to showcase formula and range.
To help consumers easily identify the scents, icon stickers were created as apart of the toolkit.
Example of campaign assets adapted for retail space.
Example product render to showcase formula and range.
NYX x Bridgerton partnership announcement film.
Teaser film for NYX x Wednesday partnership.
