NYX Professional Makeup – Global Creative Framework
Objective
Develop a scalable creative system for NYX that delivers bold, art-driven content while enabling efficient global rollout.
Develop a scalable creative system for NYX that delivers bold, art-driven content while enabling efficient global rollout.
The content heroed key products, celebrated shade diversity, and remained adaptable for international use without losing creative edge.
Art Direction
I built a flexible creative framework rather than isolated visuals.
Storyboards, visual language, and colour-driven environments reflected NYX’s expressive identity.
I built a flexible creative framework rather than isolated visuals.
Storyboards, visual language, and colour-driven environments reflected NYX’s expressive identity.
Casting aligned with hero products and authentic shade representation.
The structure was designed from the start for global application.
The structure was designed from the start for global application.
Scalable System Design
Behind the aesthetic sat a structured production model:
• Adaptable colour environments
• Mobile-first, format-safe compositions
• Clear product storytelling
Behind the aesthetic sat a structured production model:
• Adaptable colour environments
• Mobile-first, format-safe compositions
• Clear product storytelling
The result was a repeatable system local teams could deploy while protecting brand integrity.
Production Leadership
I led the project end-to-end across concept, production, and on-set execution.
On set, the focus was texture, pigment payoff, movement, and attitude.
I led the project end-to-end across concept, production, and on-set execution.
On set, the focus was texture, pigment payoff, movement, and attitude.
Every asset was created with campaign flexibility in mind.
Outcome
• Scalable global framework
• Multi-format assets for international rollout
• Consistent brand presence across markets
• Structured production reducing inefficiencies
• Repeatable model for future campaigns
• Scalable global framework
• Multi-format assets for international rollout
• Consistent brand presence across markets
• Structured production reducing inefficiencies
• Repeatable model for future campaigns