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.

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, print and video deliverables.

As Senior Art Director at GOTHAM and Creative Lead on this campaign, I directed the creative that reintroduced Maybelline Fit Me for China — expanded shades and formulas designed for that audience's skin, told in a way that felt relevant, necessary, and made for them rather than translated to them.

“Fit Me As I Am” was built to meet a shifting beauty market where self-expression was expanding and the definition of beauty was changing. I developed the concept, messaging, and visual direction — every element from casting to storytelling — with cultural nuance and product education held at the center, across key visuals, film, and stills.