Maybelline New York

I helped reposition Maybelline with a bold digital-first vision rooted in the city’s unapologetic attitude. From the rebellious “Brush With Chaos” film to the “Make an Entrance” series with Gigi Hadid, and portraits capturing the raw confidence of New York women, my work redefined the brand as a modern, social-first beauty icon.

Brush With Chaos–

A bold digital film starring Charlotte Kemp Muhl, created for Maybelline’s Chaotic Mascara and capturing the product’s rebellious spirit.

Charlotte

Gigi

Make an entrance–

A series of six digital films featuring Gigi Hadid, embodying the bold New York attitude defined in Maybelline’s social rebranding, and showcasing hero products Push Up Mascara and Vivid Matte Liquid Gloss

On Set

I’ve always been drawn to portraits that capture more than beauty. In these images, my art direction set out to reveal the unapologetic confidence of New York women — raw, stylish, and alive with the energy of the city.

New

York

Attitude—Art Direction

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New York Natural–

I created and art directed this print campaign to bring the Fit Me foundation’s texture-fitting formula to life. Shot against the vibrant textures of New York, the visuals highlighted real women’s natural beauty and how each defines her own version of natural. Designed to be adaptable across U.S. cities, the campaign gained its cultural strength by drawing on the unique character, vibe, and identity of each place — and the women who live, breathe, and embody that culture.