Playfully Mature

Tasked with developing a campaign concept for a beauty brand, serving as creative director to explore the brand’s future direction while staying true to its identity and producing visual assets through the planning and execution of a photoshoot.

This campaign concept utilizes vibrant reds and smoky hues to blend the spirit of youth with the wisdom of maturity through the lens of personal expression. It creates a space that celebrates artistry and boldness, reminding viewers to embrace their individuality.

Conducted in-depth research on MAC Cosmetics, analyzing the brand’s evolution and current industry trends to elevate its visual language and drive the campaign narrative. Curated mood boards, shot lists, and storyboards to refine the overall vision. Assembled a creative team through model scouting and photographer sourcing, leading the photoshoot, producing visual assets, and developing mockups to execute cohesive campaign visuals for the brand.