Selected
Projects

Developed the global Maybelline brand vision, campaign architecture, and storytelling framework that shifted the brand's cultural positioning across markets.

What if a fintech brand looked less like a financial service and more like the culture it exists within? Afterpay partnered with A!CD to redefine its visual identity through the lens of fashion, design and youth culture.

A 360 global campaign that reframed a product launch as a piece of cultural storytelling. Rather than advertising concealer, Maybelline was placed in the company of the people and moments that shape culture.