fall under the gel spell. to establish lifter gel as maybelline's next iconic lip franchise, we tapped into a simple human truth: we're instinctively drawn to shiny things - and we can't resist catching our own reflection. ‘the gel spell’ turned lifter gel's glass-like shine into an irresistible obsession, imagining a world where every window, mirror, phone screen, and polished surface became another excuse to admire your lips. the result was an ownable creative platform that elevated a product benefit into a memorable campaign idea, built to scale across film, social, digital, and out-of-home.

for this campaign, i led creative from concept to completion, driving design and execution across social, print, tv, and digital, while directing on set and through post-production.