Maybelline Generation Fluid 

Maybelline was losing cultural traction in Australia. The brief: to re-engage a new generation — expressive, fluid and confident.

As a Fashion Creative Director, I was approached by McCann to lead Art Direction and Styling for the campaign, bringing the concept to life in New York City.

The campaign spotlighted six influential voices, each chosen for their authentic perspective on identity and self-expression. Delivered across digital and social platforms, the work reframed Maybelline as more than makeup — positioning it as a vehicle for self-definition.

The influencer-led campaign outperformed expectations, achieving double the forecasted results within two weeks.