Boss Beauties
An original character-driven IP and media franchise built from the ground up, generating over $50M in global consumer spend across entertainment, technology, and consumer products.
Boss Beauties began as a proprietary character system and evolved into a long-running creative platform spanning digital products, physical retail, live experiences, and film and television development. Unlike traditional brand work, this was not campaign based. It required sustained creative leadership, narrative discipline, and system level thinking over multiple years.
As co-founder and Chief Creative Officer, I defined and led the creative vision across the IP, narrative world, and brand expression, maintaining authorship from initial concept through scaled execution.
Building a world
The foundation of Boss Beauties was a deliberately constructed character universe designed to reflect a wide range of ambitions, identities, and roles. Characters were not conceived as illustrations or collectibles, but as narrative anchors capable of carrying meaning across formats, platforms, and partnerships.
The creative challenge was to design a system flexible enough to expand into culture, commerce, and entertainment without fragmenting. Visual language, character logic, and tone were developed to operate cohesively whether expressed through digital products, physical installations, apparel, publishing, or long-form storytelling.
This approach allowed the IP to scale while remaining legible and authored.
Scale and commercial impact
Boss Beauties generated over $50M in consumer spend worldwide, proving that original character-driven IP can achieve meaningful commercial scale without sacrificing creative integrity.
The company secured representation with William Morris Endeavor and received investment from Serena Ventures, reflecting confidence in both the creative vision and the long-term viability of the platform.
The work reached an unprecedented institutional level, with Boss Beauties becoming the first digital collectible permanently displayed at both the New York Stock Exchange and the United Nations. These moments marked a transition from emerging digital culture into globally recognized spaces.
Partnerships as extensions of the IP
Creative leadership extended across partnerships with Marvel, Mattel and Barbie, Hugo Boss, NARS Cosmetics, Rolling Stone, Neiman Marcus, Coinbase, the New York Stock Exchange, and the United Nations.
Each collaboration required translating the core IP into new contexts while preserving narrative clarity and visual consistency. The work spanned apparel, publishing, retail installations, digital experiences, and entertainment collaborations, all treated as extensions of a single creative system rather than isolated executions.
Notable highlights include:
A global collaboration with Marvel tied to the launch of Ms. Marvel
A multi-year partnership with Barbie, the number one fashion doll brand in the world
Apparel and product collaborations with Hugo Boss and NARS Cosmetics
Retail installations and window displays at Neiman Marcus
Permanent institutional installations at the NYSE and the United Nations
The role of creative leadership here was less about style transfer and more about authorship, restraint, and long-term coherence.
Entertainment and narrative development
Beyond products and partnerships, Boss Beauties expanded into film and television development, with narrative strategy centered on character-driven storytelling and long-form worlds.
This included development of animated series concepts, feature-length narrative projects, and supporting trailers and visual development materials. The work focused on translating the IP into entertainment formats without reducing it to branding, ensuring the characters could sustain story, emotion, and continuity over time.
Executive creative leadership
My role as Chief Creative Officer spanned defining the long-term creative vision, authoring and overseeing the character and narrative system, leading creative strategy across products and partnerships, and guiding teams across design, technology, production, and marketing.
This required sustained executive decision making, balancing cultural relevance, commercial realities, and creative restraint while protecting the integrity of the IP as it scaled.
Boss Beauties stands as a case study in building original IP as a living system, not a moment. It demonstrates how creative authorship, narrative discipline, and commercial success can coexist when treated as a single, long-term creative problem.