As Global Creative Director, I led the creative concept, design, and execution for Too Faced’s first immersive virtual store, shaping everything from look and feel to content and user journey. Partnered closely with my senior designer to translate the co-founder and CCO’s wildest imaginative vision into reality, ensuring every element, from mood boards and visual guides to interactive features, perfectly reflected the dream aesthetic he envisioned.

Collaborated with the UK online team, global stakeholders, and BrandLabs, guiding every review and approval of imagery, copy, and digital assets. The store experience was limited only by imagination: highly customized, playful, and on-brand down to the smallest detail.

The result was a breakthrough retail platform that not only drove significant incremental sales in the UK, but also captured global attention, sparking demand for adoption in other markets and setting a new standard for digital brand engagement.