Led creative direction for a 360° launch campaign introducing Pat McGrath Labs’ dual-ended lip innovation, a combined liner and lipstick designed around precision, dimension, and transformation. In partnership with Pat McGrath’s creative vision, translated the concept into a fully realized campaign expression. The creative explored duality through a dramatic play of light and shadow, bringing the product story to life through elevated model imagery, bold beauty storytelling, and a cohesive launch system across Sephora, Ulta, North America retail, digital, and campaign assets.