1 coat wow! MascaraSENIOR CREATIVE MANAGER
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LARGEST HUDA BEAUTY MASCARA LAUNCH TO DATE
Every mascara launch promises volume. This one had to deliver something bigger: a single coat that made further coats feel unnecessary. The brief was bold, and it needed a campaign to match.
I led the creative team across the full campaign, from the core concept and art direction through to global retail, an immersive press event in Paris, and every social and digital touchpoint in between.
CREATIVE DIRECTION • RETAIL & VM • EVENT CREATIVE • SOCIAL
The Concept
BIGGER THAN BOLD
The campaign needed a visual language that felt as dramatic as the product's promise. My reference point was the burlesque stage: performers lit from above, larger than life, commanding every room they enter. That spotlight energy, translated into oversized product imagery and high-contrast photography, became the aesthetic backbone of everything we made.
The oversized mascara wand became the campaign's hero prop, appearing across every touchpoint from campaign photography to a full-scale event installation in Paris. When the product is the spectacle, you lean all the way in.
Real Results
SHOT ON IPHONE. ON PURPOSE.
Huda and I made a deliberate creative decision to put unretouched, unfiltered content at the centre of the campaign. No edits. No enhancing. Real lashes, real results, shot on Huda's phone to prove the point.
In a category built on airbrushed promises, showing the truth was the boldest move we could make. Before and after imagery, diverse lash types across multiple skin tones, all shot without the safety net of post-production. It drove some of our highest-performing organic social content on the launch.
#1MASCARA AT LAUNCH IN SEPHORA
↑EXCEEDED SALES FORECAST
AT LAUNCH
360°CAMPAIGN DIRECTION
ACROSS ALL TOUCHPOINTS
Branded Event in Paris · Press & Influencers
I oversaw the full event creative for a press and influencer launch in Paris. The campaign's oversized product world was brought to life at scale, with immersive installations, branded environments, and a Huda Beauty x Sephora WOW activation that generated significant press and social coverage.
"When the product promises instant impact, every creative decision has to match that energy. We didn't leave a single touchpoint half-done."
MARCO NIEFER · SENIOR CREATIVE MANAGER, HUDA BEAUTY
Global Retail Takeover · Sephora, Harrods & Selfridges
I directed the full retail and VM creative across 40+ doors globally, including Sephora storefronts in the Middle East, Europe, and Turkey, Harrods, and major mall activations. The oversized wand and campaign imagery carried consistently from digital to shelf, ensuring the WOW moment happened in-store as much as online.
Social & Digital
Content that convertedThe social strategy ran parallel to the campaign aesthetic but spoke the platform's language. We built a content ecosystem across Instagram and TikTok that mixed hero campaign content with lo-fi unretouched proof, tutorials, and talent-led content.
The "WOW!" typography became its own visual shorthand, identifiable at a scroll. Alongside Huda's organic phone content, this combination of polished campaign material and raw proof created the kind of social presence that drove genuine conversion, not just reach.
