URBAN DECAY’s WILD GREENS

From script writing to music selection & castings to shoots & post-production edits, I was deeply invested in this project.

Wild Greens was a really cool idea from my AD partner: a city overrun by foliage, using Urban Decay’s signature edge.

THAYERS NATURAL REMEDIES

Thayers wanted to resonate more with Gen Z without of course, alienating their loyal consumers.

That’s where our Ride or Die journey—creating a cool, but not trying-too-hard-to-be-cool campaign—began. My copy direction—“Rage Against the Routine” & “Get THAYER’D”, e.g.—impacted retail, visual merchandising, product pages & pop-up installations.

Reds of Worth for L'Oréal

Reds of Worth is a collection of statement-making red lipsticks, created to complement all skin tones.

The inspirational shade names were meant to embolden the wearer as they "Rediscover the Power of Red".

That phrase came to me as a post-pandemic rallying cry to re-embrace red lipstick after the “face mask years”.