Fit Me China

Maybelline Fit Me had already made its mark globally, but in China it needed to speak directly to a new audience. 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.

Beauty in China was changing. Self-expression was expanding; 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 was about showing how Fit Me adapts, enhances, and fits into their world effortlessly — cultural nuance and product education driving every decision, from casting to storytelling.

As Senior Art Director at GOTHAM and Creative Lead on this campaign, I directed the creative that reintroduced Maybelline Fit Me for China — told in a way that felt made for them rather than translated to them.

Developed the concept, messaging, and visual direction — every element from casting to storytelling — with cultural nuance and product education held at the center, across campaign images, film, and stills.