#FAUXFILTER LUMINOUS MATTE CONCEALERSENIOR CREATIVE MANAGER · FULL CAMPAIGN DIRECTION
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1 CONCEALER SOLD EVERY MINUTE · YEAR ONE
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CULT FAVOURITE · STILL A TOP SELLER TODAY
The brief was to launch a complexion product that stood for something. Not just coverage. Not just formula. Freedom: the freedom to smile, laugh, move, and live without your makeup holding you back.
I led this campaign end to end: concept, creative direction, social strategy, a global eventing tour, retail activations across 40+ doors, and an unexpected partnership that became one of the most talked-about beauty moments of the year.
CREATIVE DIRECTION • SOCIAL & DESIGN • RETAIL & VM • EVENTING • PARTNERSHIPS
The Concept
MAKE YOUR MOVE
For too long, complexion products asked people to stay still. Don't smile too hard. Don't crease. Don't exist too freely in your own face. I wanted to flip that completely.
Make Your Move became the campaign's north star. The marble and sculpture aesthetic came directly from that thought: people breaking free from the casts they'd been put in. The diverse cast wasn't a checkbox. It was the point. This freedom belongs to everyone, across every skin tone.
From the hero photography through to the "MAKE YOUR MOVE" installation at Sephora Dubai Mall, every touchpoint carried that same energy. It needed to feel like a statement, not just a launch.
1/MINONE CONCEALER SOLD EVERY MINUTE IN YEAR ONE
↑EXCEEDED SALES FORECAST
AT LAUNCH
StillA CULT FAVOURITE AND BESTSELLER TO THIS DAY
Social & Digital
Education as content
Complexion is the category where consumers are most likely to pick the wrong shade and most likely to return. Shade selection, undertone matching, application: all of it needed to be part of the campaign itself, not bolted on after.
I built an education-first content strategy that never felt like a tutorial. The Drawing F Concealer Hack became one of our highest-performing organic posts. Huda's own unfiltered TikTok content drove the product viral at launch. Together the polished campaign layer and the raw social proof created a presence that didn't just build awareness. It converted.
"The best complexion campaigns don't just sell a product. They give people permission to exist in their skin on their own terms. That was the brief I gave myself."
MARCO NIEFER · SENIOR CREATIVE MANAGER, HUDA BEAUTY
THE UNEXPECTED MOVE
Partnership · Harrods Food Hall, London
Concealer-Inspired
Pastisseries 
The FauxFilter shade names, Caramel, Truffle, Praline, Ganache, are inspired by desserts. It was too good a connection to leave as a naming detail.
Working with the Harrods team, I shaped the creative direction for a partnership that brought the concealer's shade world to life as custom-made concealer-inspired pastisseries in the Harrods Food Hall. Exclusive, tactile, and completely unexpected for a beauty launch.
The partnership generated significant press and organic social coverage and created exactly the kind of cultural moment that cuts through. Not every launch gets its own cake at Harrods.
International Eventing Tour
Taking the Campaign
Global, with HudaI conceived and directed an international eventing tour built around Huda and Mona, bringing Make Your Move to press and influencers face to face. Each event was built around the core idea: helping people break out of their makeup cast. Hands-on shade education, application masterclasses with Huda, and immersive branded environments that drove coverage, social content, and genuine product understanding across every market we visited.
Retail Activation
I oversaw the creative direction for a dedicated activation space at Sephora Dubai Mall, one of the highest-traffic beauty retail environments in the world. The "MAKE YOUR MOVE" space translated the campaign's freedom aesthetic into a physical retail moment, with 29 shades on display and campaign imagery at full scale.
The goal was to ensure the tone and energy of the launch carried all the way through to the point of decision. A consumer who had seen the campaign online should walk in and feel the same thing.
Sephora Dubai Mall: Make Your Move 
Global In-store Roll-out
The campaign creative extended across global Sephora doors, with consistent VM, window displays, and endcap signage carrying the Make Your Move identity from Dubai to London and beyond.
