Fiéra Cosmetics
Fiéra Cosmetics, a makeup brand dedicated to creating beauty products for mature women, partnered with my agency, Union Square Media, to refresh their paid social creative ahead of the launch of a new concealer product with updated branding. We took the lead on design direction and execution, with a focus on building campaign assets that not only introduced the product but also resonated with a wider audience while staying true to Fiéra’s brand promise.
Art Direction
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Graphic Design
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Paid Social
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Art Direction ✧ Graphic Design ✧ Paid Social ✧
Bringing Creative and Strategy Together
To shape the campaign, the creative team worked hand-in-hand with our sales team, copywriters, and Fiéra’s in-house creatives. Together, we developed a strategy that explored three creative approaches: relatability, heightened visual interest, and product benefit–driven storytelling. From concept to production, my team and I designed a full package of social ads including static visuals, and carousel posts tailored for Meta platforms and optimized for performance.
The final campaign not only strengthened Fiéra’s ad health across Meta platforms but also drove measurable increases in conversion rates. More importantly, the project challenged me to think holistically about how art direction, graphic design, and platform-specific best practices come together to create paid social campaigns that are both visually engaging and strategically effective.
