ILLAMASQUA, EYE PAINTS

Illamasqua pivoted from bold, expressive looks to everyday, versatile makeup for a digitally native audience. For the iPaints launch we led the art direction, talent casting, and creative across shoot and UGC briefs, keeping the tone real, unfiltered, and unapologetically bold. Influencer-led content drove the launch, with one video hitting 64,000 views and the series surpassing 100,000 — the brand’s highest engagement to date. A creative shift that stayed true to Illamasqua’s roots while opening up to a new audience.