BIY

Transform your favorite moisturizer into a BB, CC or full-coverage foundation. One drop of pure pigment creates sheer cover. Two or three, a flawless finish. From daytime to datetime and everything in between. One drop. Endless possibilities.

BIY was a runaway hit amongst artists and no-makeup, makeup lovers.

Role: Lead copywriter for full 360° ad campaign. Positioning, ideation, packaging, campaign concepts, and visual merchandising.