For 18 months, NYX Professional Makeup entrusted us with leading its creative communication across Poland and the Baltic markets. Working at the intersection of global brand vision and local culture, the role extended far beyond adaptation—translating global campaigns into ideas that genuinely resonate with local audiences.

The collaboration spanned social-first campaigns, digital content, creator collaborations, and bold offline experiences designed to generate conversation as much as visibility. Every execution was built to reflect NYX's expressive DNA while responding to the fast-moving rhythms of digital culture... you know, the NYX thing.

Creative concepts, content systems, and brand experiences were developed to perform across paid, earned, and owned channels—ensuring consistency without sacrificing cultural relevance or creative edge.

The result? A brand presence that didn't just follow beauty trends in the region—it helped shape them, reinforcing NYX's position as one of the most distinctive voices in the category.