[CHALLENGE]Mateo New York sought to expand its consumer profile beyond the traditional luxury buyer, tapping into the Hidden Luxer—a sophisticated yet understated consumer who values craftsmanship, quiet luxury, and self-expression. The challenge was to craft a campaign that resonated with this audience while maintaining the brand’s signature elegance and refined minimalism. The visuals needed to feel aspirational yet intimate, positioning Mateo as the go-to for those who embrace luxury as a personal, global experience rather than a loud statement.
ClientMateo New York
SectorLuxury CPG
Know-HowCreative Direction
Film Director
Production
Crew Selection
Casting
RETURN T
[SOLUTION]As the Film Director, Executive Producer, and Creative Director, I led the full creative execution of the campaign, ensuring every element embodied the ethos of the Hidden Luxer. I oversaw the campaign from concept to completion, curating a refined visual language that spoke directly to this emerging luxury consumer.
To bring this vision to life, I hand-selected a multicultural diverse cast that represented global, effortless luxury. With a tight, highly skilled crew, I directed and produced a campaign that blended modern minimalism with rich storytelling, elevating Mateo’s presence in the luxury market.
Every shot was intentional, evoking a sense of exclusivity without excess. The result was a campaign that redefined how luxury is perceived—quiet, personal, and deeply connected to one’s world. By seamlessly merging direction, production, and creative oversight, I ensured that Wear Your World not only expanded Mateo New York’s consumer reach but also reinforced its place as a leader in modern luxury.
ETURN TO PR
[CHALLENGE]Sephora sought to spotlight four distinct Black-owned beauty brands but faced a creative challenge—how to authentically pair these products with emerging music artists in a way that felt organic, engaging, and culturally relevant. The goal was to bridge the worlds of beauty and music, creating an immersive brand experience that resonated deeply with both beauty lovers and music fans.
ClientSephora
SectorBeauty
Retail
Know-HowCreative Direction
Film Director
Production
Crew Selection
Casting
RETURN T
[SOLUTION]As the Film Director, Executive Producer, and Creative Director, I conceptualized and led the execution of the Sephora Hall of Black Beauty, an immersive live music experience inspired by the allure and exclusivity transformed into a dynamic, multi-sensory celebration of beauty, culture, and sound.
Each artist was given a dedicated room, with a song specifically curated to reflect the essence of a brand and the emotions it evokes when used. For example, Kari Faux’s Color Theory became the sonic backdrop for Danessa Myricks Beauty, mirroring the artistry and depth of her colorful product line.
Every room was a world of its own, designed to visually and sonically translate the beauty brand’s energy into an unforgettable experience.By seamlessly merging beauty with music, Hall of Black Beauty not only elevated the featured brands but also positioned Sephora as a champion of cultural storytelling.
The campaign became a testament to the power of Black creativity, giving both beauty brands and artists a platform to engage with audiences in an innovative and meaningful way.
ETURN TO PR