Fashion is face-first.
Maybelline had been a longtime sponsor of New York Fashion Week, but this year was different. With the brand stepping away from sponsorship, the challenge was to stay in the conversation in a way that felt intentional, relevant, and fresh.
Face First flipped the script. Instead of makeup playing a supporting role, it became the main event. The campaign acknowledged the face as a fashion statement—an evolving work of art where patterns, textures, and colors defined the look as much as the clothes. The artistry of makeup with the creativity of fashion.
This campaign was built under unique constraints. With the pandemic limiting production, we executed the entire concept remotely—directing talent through iPhones, collaborating from a distance, and turning limitations into innovation. Makeup as fashion, beauty as design, and Maybelline showing that your face leads the way, even when things get tough.
KEY VISUALS
Maybelline NYFW 2019
NATIONAL DIGITAL CAMPAIGN
FILM
STILLS
STORYBOARD
DETAILS
Lead creative for 2020 NYFW Maybelline initiative. Full remote shoot using iPhones. Global 360 art direction. Collaborated with visionary director An Le. 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.