Client: NYX Professional Makeup (L'Oréal Group) x Amazon
Role: Art Director, Creative Strategist, Photographer
Deliverables: Creative strategy, PDP video framework, production system, storyboards and scalable content guidelines. Finished PDP video in mobile first format.
The Challenge:
Customers can't physically experience makeup when shopping online. They need to understand texture, pigmentation, finish, application and shade payoff before making a purchase, yet traditional e-commerce imagery often fails to communicate these qualities.
Working with NYX Professional Makeup, my role was to develop an elevated Product Detail Page (PDP) video system that built customer confidence while remaining true to the NYX brand. The content also needed to operate within Amazon's technical requirements, be mobile-first and scalable across a growing product range.
My Approach:
Brand Research
→ Analyse NYX's existing campaigns, target audience, casting, styling and visual identity to ensure the content felt authentic to the brand rather than platform-specific.
→ Analyse NYX's existing campaigns, target audience, casting, styling and visual identity to ensure the content felt authentic to the brand rather than platform-specific.
Creative Framework
→ Develop a repeatable video structure that balanced NYX's bold brand identity with customer education, showcasing the product range, texture, application and finished result.
→ Develop a repeatable video structure that balanced NYX's bold brand identity with customer education, showcasing the product range, texture, application and finished result.
Content Strategy
→ Design each video to answer the key questions customers have before purchasing while building confidence through clear product demonstrations.
→ Design each video to answer the key questions customers have before purchasing while building confidence through clear product demonstrations.
Production
→ Create a mobile-first workflow that could be adapted across multiple aspect ratios, digital placements and product categories without compromising creative quality.
→ Create a mobile-first workflow that could be adapted across multiple aspect ratios, digital placements and product categories without compromising creative quality.
Implementation
→ Deliver a scalable content framework that maintained a consistent NYX visual language and could be rolled out efficiently across future product launches.
→ Deliver a scalable content framework that maintained a consistent NYX visual language and could be rolled out efficiently across future product launches.
Outcome
The result was a structured PDP video framework that aligned NYX's brand identity with Amazon's customer experience. Rather than creating individual product videos, the project established a repeatable creative system that could be applied across future launches while delivering a consistent visual language and improving the way customers experienced beauty products online.
Alongside the video framework, I developed a complementary photography workflow that could be captured on the same production set. Rather than requiring a separate photography shoot, the still imagery was designed as an efficient extension of the video production, reducing additional time while maximising the value of each shoot.
The photography framework focused on the key moments customers needed to see before purchasing:
Model with the product
Product application
Finished makeup result
By integrating stills and video into a single production workflow, the system delivered a consistent visual language while increasing production efficiency and creating more content from the same shoot.
