Concepting, Art Direction, Design, 360 Activations

As Associate Creative Director for the launch of Rihanna’s first-ever beauty brand,
Fenty Beauty, I worked alongside CD, Elsie Woolcock, to create print advertising,
out-of-home advertising, all in-store graphics for Sephora (nationwide)
and Harvey Nichols (Europe), two e-commerce sites, brand videos,
social media content, and influencer gifting. 

The visual identity of this brand was crafted around inclusively. A large
cast of models were carefully selected to represent a wide range of skin tones.
It was the first time underrepresented cultures were featured in a global
prestige beauty campaign. The launch of Fenty Beauty disrupted the
industry and shifted the beauty landscape.

Client – Kendo Brands, CD – Elsie Woolcock, ACD – Anna Main, Photographers (campaign beauty and film) – Inez and Vinoodh, Photographer (still-life) – Mitch Feinberg, Prop Stylist (still-life) – Megan Caponetto, DP (product teasers) – Shawn Butcher, Editor (product teasers) – Mitch Moore, Photography (beauty / e-comm) – Marcus Ohlsson, Photography (product / e-comm)…