NYX Professional Makeup – Global Creative Framework & Campaign Assets
Objective
Design and implement a scalable creative system for NYX Professional Makeup that delivers bold, art-driven content while enabling efficient global rollout across markets and platforms.
The content needed to hero key products, celebrate shade range diversity, and remain adaptable for international usage without losing creative edge.
Art Direction:
Rather than creating isolated visuals, I built a flexible creative framework.
I developed the storyboards, visual language, and background systems to reflect NYX’s graphic, expressive identity, high energy, colour-driven, and culturally relevant.
Casting strategy was aligned with hero products and shade representation, ensuring authenticity while maintaining commercial clarity.
From the outset, the creative structure was designed to work globally.
Scalable System Design:
Behind the artistic surface sat a structured production model.
• Colour background environments adaptable to match NYX current brand identity.
• Format-safe compositions for global mobile first platform requirements
• Clear product storytelling
• Format-safe compositions for global mobile first platform requirements
• Clear product storytelling
This allowed local teams to deploy content consistently while protecting brand integrity.
The result was not just content, but a repeatable system.
Production Leadership:
I led the project end-to-end across creative, production, and on-set execution.
Working in close alignment with brand and agency stakeholders, I ensured clarity between creative ambition and operational delivery.
On set, the focus was texture, movement, pigment payoff, and attitude.
Every image and video was captured with performance clarity and campaign flexibility in mind.
Outcomes
• Established a scalable global creative framework
• Delivered multi-format assets ready for international rollout
• Maintained brand consistency across diverse markets
• Reduced inefficiencies through structured pre-production design
• Enabled repeatable production for ongoing campaigns
• Delivered multi-format assets ready for international rollout
• Maintained brand consistency across diverse markets
• Reduced inefficiencies through structured pre-production design
• Enabled repeatable production for ongoing campaigns
