Storm Reid

There's a special energy when a storm hits NYC. Neon, stone, and steel lashed by wind and rain. The wild beauty of nature colliding with the city’s grit and glamour. This campaign unleashed that energy through the power and charisma of Storm Reid, a young Black woman redefining the entertainment industry on her own terms.

Maybelline’s choice to put Storm at the forefront to shift the industry, elevating representation, and giving young women everywhere a reflection of their own power and possibility. Our bold, cinematic narrative showed her applying makeup—each gesture activating the storm, intensifying the world around her.

Every stroke of mascara, every swipe of color, building suspense, intrigue, and anticipation until Storm fully hit the brand.

As Associate Creative Director at GOTHAM (Beauty@Gotham), I was lead creative for Storm Reid's Maybelline launch, built on the brief to put a young Black woman already rewriting the industry at the center and make the face the fashion statement. I created and executed the concept start to finish with creative, strategy, and production, and was lead designer for layout and all graphics.

I shaped a cinematic narrative where every stroke of makeup pulled the weather with it — neon, stone, steel, the city lashed by wind and rain. I oversaw makeup, hair, and fashion direction, was creative lead on set, directed CGI development, and led and approved all retouching, mechanicals, color-grading, finishing, and sound design.