Something Wicked This Way Comes

Urban Decay | Speculative Halloween Campaign

Creative Concept · Beauty Copywriting · Art Direction

What if Lady Macbeth had a makeup bag?

With Halloween upon us and dark academia making a comeback, I imagined giving one of my favorite literary villains back a cheeky modern makeover. Enter Lady Macbeth: ambitious, manipulative, unapologetic and, let’s face it, a little dramatic.

But what would her beauty routine reveal about her? Drawing inspiration from Shakespeare’s Macbeth, I reimagined some of the play’s iconic lines as cheeky beauty copy, pairing literary references with real makeup products and their benefits.

The creative direction? Think millennial princess nostalgia meets Shakespearean tragedy. Lavender, satin, glitter, suspicious red stains and a beauty routine with something to hide.

Disclaimer: This is independent speculative project, unaffiliated with Urban Decay, featuring AI-assisted visual execution.

Mom, You’re My No. 1 Influencer

Imseeh Jewelery | Mother’s Day Campaign, 2021

Creative Concept · Campaign Copywriting · Creative Collaboration

Before beauty tutorials, fashion influencers and cooking reels, there was Mom.

Inspired by the idea that our mothers were our very first influencers, the campaign celebrated the women who shaped our sense of beauty, style and self long before social media.

Developed in collaboration with an art director, my original concept was brought to life through a Mother’s Day campaign featuring social media personalities and their mothers.

Influencer video references: here and here!

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