Brief: Lead the creative direction for the launch of Mono Clay Pods, BEAUTY BAY’s first move into single shadows. Develop a campaign centred around colour, positioning Mono Clay Pods as a fresh, trend-led product for summer and festival season, while reinforcing BEAUTY BAY’s authority in bold, accessible colour cosmetics.

Output: A bright, fresh and colour-led campaign showcasing the payoff, texture and dimensional finish of each shade through polished beauty photography with a playful, social-first energy. I led the art direction across model and product photography, overseeing makeup, lighting, composition and product styling. The campaign was supported by creator-led content, translating the product into relatable, platform-native looks and reinforcing BEAUTY BAY’s position in innovative, trend-led colour cosmetics.