Fit Me China

360 CAMPAIGN, ASIA

Fit me as I am.

Maybelline Fit Me had already made its mark globally, but in China, it needed to speak directly to a new audience. With expanded shades and formulas designed for their skin, the goal was to reintroduce Fit Me in a way that felt relevant, necessary, and made for them.

China’s beauty landscape was evolving. Self-expression was expanding, and the definition of beauty was shifting. Fit Me As I Am reflected this change, aligning with how people saw themselves and the products they wanted. This campaign wasn’t about selling foundation—it was about showing how Fit Me adapts, enhances, and fits into their world effortlessly.

As Creative Lead, I developed the concept, messaging, and visual direction to make sure every element—from casting to storytelling—spoke directly to this audience. All decisions were made with cultural nuance and product education in mind, ensuring Fit Me felt like it belonged in China. This relaunch made it clear—Fit Me doesn’t ask you to change. It meets you exactly as you are.

KEY VISUALS

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VIDEO

STILLS

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MANIFESTO

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DETAILS

Lead creative for 2021 FIT ME CHINA campaigns. Global 360 art direction. Created and executed concept from start to finish with the support of creative, strategy and production team. Lead designer for layout and all graphics. Worked with production to find and cast the right talent. Lead for all digital and e-commerce assets. Bringing idea to life in all mediums. Oversaw makeup, hair + fashion look direction. Creative lead on set. Oversaw and directed CGI development. Responsible for directing and approving all retouching and mechanicals, monitoring and approval video transfers, film color-grading, finishing, and sound design. Handled final formatting for a digital file releases.

Everything on this page is creative property of Gotham, Maybelline NY and L'Oreal.

The work was completed while at Gotham.