Working closely with the Creative Director, I helped develop concepts and visual systems for Urban Decay across product launches, campaigns, brand giveaways, and digital. The work also marked an important shift in my role as an art director, moving beyond the design of finished assets and becoming more involved in shaping the photography itself—from early concepts and references through to working on set and carrying the imagery into the wider campaign.

Across the work, the challenge was to preserve Urban Decay’s rebellious, unconventional identity while creating a flexible visual language that could live across the demands of a global beauty brand.