Description
Gen Z is stepping into the workforce, and while corporate culture might be new to them, they're bringing in their own set of rules, vibes, and looks.
NYX Professional Makeup’s latest campaign, “Brow Compliance”, created by GUT Los Angeles, reimagines those classic HR training videos to speak Gen Z’s language. Because in the world of 9 to 5, it’s not just about keeping it professional, it’s about showing up as a full-fledged corporate baddie.
And with a swipe of Brow Glue Crazy Lift, you can let your brows do the talking. It’s NYX putting the professional in NYX Professional Makeup, with a fresher, funnier, and fiercer twist.
“Nobody ever said, ‘I just finished my compliance training and now I look gorgeous.’ Until now,” said Bruno Acanfora, CCO, GUT LA. “We wanted to take the universally dreaded, mandatory workplace training and turn it into a moment of fun, beauty, and self-expression. Partnering with Corporate Natalie was a no-brainer. She perfectly captures the humor, hustle, and side-eye of Gen Z entering the working world.”
This professional campaign titled 'Brow Compliance' was published in United States in August, 2025. It was created for the brand: NYX Cosmetics, by ad agency: GUT LA. This Film medium campaign is related to the Fashion industry and contains 3 media assets. It was submitted 4 months ago.
Credits
Client: NYX Professional Makeup Team:
General Manager, US: Yasmin Dastmalchi
Head of Marketing: Maya Kosovalic
AVP, Marketing: Santiago Amaya
Director, Marketing (Eyes): Alexander Abeyrama
VP, Brand Culture and Consumer Experience: Diana Valdez
Director, Social & Influencer: Jaylen Swint
Sr. Manager, Influencer: Cathy Kemp
AVP, US Creative: John Darcy
Director of Design: Nathalie Soleimanpour
Sr. Manager, Paid Media: Alyssa Scott
Manager, Media Strategy: Allison Surber
Director of Artistry + Education: Jill Doe
Artistry Lead: Martin Corona
Agency: GUT
[GLOBAL]
Founder & Creative Chairman: Gastón Bigio
Founder & Creative Chairman: Anselmo Ramos
Global CEO: Andrea Díquez
Global CSO: Fernando Ribeiro
Global CGO: Carmen Rodríguez
Global Head of Operations & Culture: Agustina Garavilla
Global Chief Communications Officer: Christine Prins
Global Chief Intelligence Officer: Christian Pierre
[Los Angeles / Miami]
CCO: Ariel Abramovici
CCO: Bruno Acanfora
US CEO: Sandra Alfaro
Managing Director: James Hidden
Creative Director: Meghan Smart
Creative Director: Alejandra Guerrero
Associate Creative Director/Art: Brunno Cortez
Associate Creative Director/Writer: Caroline Tan
Art Director: Amanda-Rose Cabrera
Copywriter: Kianna Coley
Copywriter: Lisa Fernandez
Design Director: Tyler King
Executive Producer: Felix Messina
Senior Producer: Alex Hoffman
Account Director: Rachel Castro
Account Supervisor: Santiago Mottoa
Senior Project Manager: Karla Ewell
Project Manager: Sarah Diomande
Group Strategy Director: Kaitlin Barton
Social Strategy Director: Francesco Ferrara
Director of Communications, North America: Alie Coolidge
Business Affairs Director: Marinet Quinones
Business Affairs Coordinator: Faith Hundley
Production: Station Film
Director: Patrice Lighter
Director of Photography: Mikul Eriksson
Executive Producer & Founding Partner: Caroline Gibney
Producer: Lori Fisher
Post-Production: Big in Japan
Editor: Joe Accardi
