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. Led concept + visual execution for all static and motion pieces under Executive Creative Director.

Supervised Jr Art Director on static assets. Developed channel-specific engagement imagery, videos, GIFs. Designed and organized dossier deck with strategy. Drove casting — models, director. Supervised video + print shoots with CD. Led makeup, hair, fashion direction with world-class team. Briefed and approved retouching. Monitored video transfers, finishing, sound design. Guided outside agencies, producers, directors, designers to keep the product's "reason to believe" and visual theme consistent, strong, striking.