BIG SHOT

The Colossal Big Shot took Maybelline's Colossal Mascara and gave it a new identity: bigger volume, bigger presence, the confidence to take the front of the room. The "Girl Boss" era was in full swing — beauty leaning into power, ambition, taking charge. This reinvention matched that energy. The formula delivered lashes as strong as the person wearing them.

The campaign captured the go-getter mindset: direct eye contact, fearless expressions, impact in a single glance. The updated formula amplified volume in fewer strokes — the idea being lashes that don't wait for permission to be big.

Global digital art direction for Maybelline NY, under the Executive Creative Director — concept and visual execution for every static and motion piece in the launch.

The work started upstream: a dossier deck built with strategy, then casting — models and director — and the shoots themselves, print and video, supervised with the CD alongside the makeup, hair and fashion direction. On the delivery side it meant channel-specific engagement imagery, video and GIFs, a junior art director to supervise on the statics, and the whole post chain — retouching briefs and approvals, video transfers, finishing and sound design. Through all of it, the outside agencies, producers, directors and designers were kept to one visual theme and one reason to believe, so the product read the same everywhere it showed up.