Select Works

09

Selected projects across
beauty, lifestyle & retail

BON CHARGE REBRAND

01

BON CHARGE

CREATIVE DIRECTOR

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40-65% YOY GROWTH SINCE REBRAND

Led the full brand transformation: from positioning and strategy through to visual identity, tone of voice, messaging, and every consumer touchpoint. Repositioned Bon Charge from niche biohacker tool to mainstream wellness lifestyle brand, unlocking a global audience.

BRAND STRATEGY • CREATIVE DIRECTION • WEBSITE • SOCIAL • OOH • PRINT & DIGITAL • EVENTING • PACKAGING • STATIONERY

1 COAT WOW! MASCARA

02

HUDA BEAUTY

SENIOR CREATIVE MANAGER, FULL CAMPAIGN

Led full campaign direction, ideation and execution for the global launch of Huda Beauty's 1 COAT WOW! Mascara across all social, retail and e-commerce touchpoints. From concept to final asset delivery.

CAMPAIGN DIRECTION • GLOBAL LAUNCH • E-COMMERCE • SOCIAL • RETAIL

HUDA BEAUTY

03

FAUXFILTER LUMINOUS MATTE CONCEALER

SENIOR CREATIVE MANAGER, FULL CAMPAIGN

Full campaign direction, ideation and execution for the launch of FauxFilter Luminous Matte Concealer, one of my personal favourite campaigns for its visual boldness and editorial quality.

CAMPAIGN DIRECTION • GLOBAL LAUNCH • ALL CHANNELS

EASY BAKE: PINK VS PEACH

04

HUDA BEAUTY

SENIOR CREATIVE MANAGER, FULL CAMPAIGN

Campaign to launch the Peach Pie shade alongside the cult bestseller Cherry Blossom Cake, plus new shades to complete the colour corrector range. Pink for cool undertones, Peach for warm. The campaign that cemented Easy Bake as the #1 setting powder globally.

CAMPAIGN DIRECTION • GLOBAL LAUNCH • ALL CHANNELS

YUM PISTACHIO GELATO  i  33

05

KAYALI

SENIOR CREATIVE MANAGER, FULL CAMPAIGN

AWARD WINNING CAMPAIGN

★

Campaign for Kayali's beloved Yum Pistachio Gelato | 33, a scent named after the 33rd round of development, the sample that finally captured the vision. An award-winning campaign that matched the playful, indulgent character of the fragrance.

CAMPAIGN DIRECTION • AWARD WINNING • ALL CHANNELS

OUDGASM COLLECTION

06

KAYALI

SENIOR CREATIVE MANAGER, FULL CAMPAIGN

Launched Kayali's collection of Oud scents including bakhoor with a radical creative POV: most Western brands approach Oud from a global, outsider lens. As a Middle Eastern brand, we took our own culture of Oud and brought it to the world on our terms, deliberately rejecting the clichéd imagery of brown sands and wood.

CAMPAIGN DIRECTION • BRAND LAUNCH • CULTURAL STRATEGY • GLOBAL RETAIL • SOCIAL

PRETTY GRUNGE

07

HUDA BEAUTY

SENIOR CREATIVE MANAGER, FULL CAMPAIGN

Annual 18-well palette and collection inspired by the grunge trend taking over social culture. Directed the full campaign, translating a raw, underground aesthetic into a globally accessible luxury beauty moment.

CAMPAIGN DIRECTION • COLLECTION LAUNCH • ALL CHANNELS

08

HUDA BEAUTY

GLOWISH

SENIOR CREATIVE MANAGER, BRAND & CAMPAIGN

Creative direction for GloWish, Huda Beauty's sub-brand built around natural beauty and skin-loving formulas. Developed campaign work that captured the brand's softer, more considered tone while staying within the wider Huda Beauty universe.

CAMPAIGN DIRECTION • SUB-BRAND LAUNCH • ALL CHANNELS

YO GLOW EVOLUTION

09

WISHFUL

SENIOR CREATIVE MANAGER, FULL CAMPAIGN

Campaign direction for Wishful's Yo Glow Evolution, bringing the brand's signature playful, skin-first energy to a new generation of the hero product. Real, unfiltered, and made for the modern skincare consumer.

CAMPAIGN DIRECTION • PRODUCT EVOLUTION • ALL CHANNELS