At Baron & Baron, I was brought in to inject a more digital-native, culturally fluent point of view into some of NARS’ biggest brand challenges. My role focused on shaping concepts that pushed the brand beyond traditional beauty marketing and into ideas built for culture, social behavior, and new digital spaces. I helped define creative direction and build presentation-ready concepts across three major initiatives: an immersive “House of NARS” that reintroduced the brand’s legacy to new audiences, a sex-positive reimagining of Orgasm, and a festival-driven bronzing world for the Summer Edit. Across all of it, I translated strategy into storytelling and built creative frameworks that could come to life across digital, IRL, and global markets.

My Role:

Concept development

Art direction support

Pitch deck storytelling

Visual explorations for social, OOH, and experiential ideas

  • Display case with various lipsticks and makeup products, with a digital screen showing the NARS logo in a retail store.

    cheeky sex-toy–collab vending machine

  • Collection of pink skincare or cosmetic bottles and containers with minimalist design, set against a black background.

    The Hot Line. Orgasm launches a collection of intimate products perfectly designed for the most intimate moments.

  • Billboard advertising a girl in lingerie with blonde hair, lying on her side, with the text "magnifique" and "O GASM" in pink. The billboard is for a nightclub, with a contact phone number at the bottom.

    An Angelene-led OOH stunt

  • A collage of close-up photos of women's faces applying makeup, with slogans about orgasms and makeup products, including lipstick, blush, and foundation from NARS.

    A bold street-level takeover showcasing the full Orgasm collection through provocative close-ups and punchy product shots. The repeating “One Orgasm Every Thirty Seconds” line was used as a rhythmic visual anchor to create instant recall and stop-you-in-your-tracks impact.

  • Three smartphones displaying live video chats with multiple participants, each showing different women in various indoor settings including a music studio, a living room, and a bookshelf, with comments and hearts visible on the screens.

    To give the launch cultural meaning, we partnered with leading voices in sex positivity who acted as the campaign’s thought-driving storytellers. Through IG Live conversations and social-first content, they brought smart, authentic perspectives that grounded the concept in real dialogue and gave the idea legitimacy beyond beauty marketing.

  • The building has a large digital screen displaying swirling red and white concentric circles with the word 'museumofsex' on the sign above the entrance. There are people visible inside the entrance and green pedestrian crossing signals on the street.

    Museum of Sex takeover and launch event

  • Text describing NARS campaign with bronzer as summer glow fantasy, blending festival energy, DJ culture, and social moments, placed at music, nightlife, and youth culture events.

  • Colorful sunset over a Coachella landscape with mountains, a ferris wheel, and festival structures.

    NARS becomes the go-to “summer glow” essential, positioned through sun-lit visuals and music-driven storytelling rooted in California culture.

  • A large reflective glass installation in a desert landscape with red rock formations in the background, under a bright blue sky.

    A mirrored desert cube built as the ultimate Instagram magnet. Festival-goers step inside for makeup by NARS artists, turning the pop-up into a real-time content engine producing GRWMs, selfies, and brand-owned social moments.

  • Two smartphone screens displaying social media stories of three women in gold and glittering outfits, with one woman on the left having short blonde hair and bold turquoise eye makeup, and the other two women on the right sitting close together, one holding a disco ball.

    UGC Content

  • Woman with red hair wearing sunglasses, a shiny red trench coat, and black high heels, dancing against a colorful background with the text 'NARS X HONEY DIJON' in neon lights.

    A collaboration with global DJ and fashion icon Honey Dijon. We created her signature bronzed performance look, filmed BTS access, and launched a TikTok remix challenge where fans could win tickets to her set.

  • Image with the words "caviar", "Uber Eats", and "Postmates" on a beige background with black speckles at the bottom, and a graphic of a person riding a bicycle with stars near the Postmates logo.

    #BronzeOnTheGo A cheeky “beauty delivery” idea that brings Summer Edit anywhere: in an Uber on the way to the airport, getting ready for a date, or maintaining a glow in the dead of winter. A convenience-driven, shareable concept designed for TikTok and IRL buzz.

  • Billboard advertisement with images of sand dunes and text stating that Punta Cana, San Juan, Samoa, Laguna, and Vallarta are each just 30 minutes away.

    A playful outdoor tease that reframes NARS bronzers as instant escapes. Each poster pairs real sand textures with destinations named after NARS shade tones, turning “30 minutes away” into a wink at how fast a swipe of bronzer can transport you. A simple, high-impact way to drive curiosity and tie the product story to travel fantasy.

  • Text describing NARS' legacy, the 'House of NARS' in the metaverse a digital immersive experience, allowing visitors to explore iconic rooms and moments in the brand's history, designed for Gen Z and the China market.

  • Laptop screen displaying the NARS cosmetics website with a prominent red lift door, illuminated with neon lights, and the text 'DISCOVER NARS' in front of the door.

  • Laptop screen displaying a red-themed digital art exhibit with bottomless stairs, a large red heart-shaped sculpture with a screen, and a woman lying on a bed with a large heart-shaped pillow.

  • A MacBook Pro displaying a website with a digital art installation of red lips in a green and red cubical frame.

  • Computer screen displaying a pink room with a bed, neon sign that reads "ORASM," and various media projections.

  • A digital art exhibit titled 'Dead of Summer' displayed on a MacBook Pro screen. The exhibit features a person sitting in a chair, with two large digital portraits on either side. There are multiple monitors and candles in the scene, with a neon sign reading 'DEAD OF SUMMER' in the background, set in an abandoned pool area.

  • Black and white digital portrait of a man with glasses, with red facial recognition markers and lines over his face.