CASE STUDY:

Fenty Beauty spec project

Role

Creative Direction + Email Strategy

Overview

Developed a creative concept and digital rollout for a spec campaign inspired by Fenty Beauty’s bold, expressive brand language. Partnered with photographer Chad Lawson to translate moodboard direction into visual storytelling and post-shoot marketing assets.

The Outcome

Designed the moodboard + creative brief that informed art direction, lighting, and product styling for the shoot
Guided color palette, pose, and texture references to ensure imagery aligned with Fenty’s sleek, editorial tone
Created email campaign concepts using original assets from the shoot, balancing high-impact visuals with clean, conversion-driven design
Built modular template for post-campaign testing, adapting the layout for both promotional and product-education email sends
Drafted copy lines + CTAs that reflected Fenty’s confident, inclusive voice while maintaining an editorial feel
Delivered final campaign mockups demonstrating cohesive visual flow from hero image to product feature