Smashbox dual filter
For the launch of Dual Filter, I led creative direction for a full 360 Smashbox campaign centered on the concept Retouch Reality.
Rooted in the brand’s studio heritage and pro-performance positioning, the campaign translated the idea of real-life retouching into a visual and strategic system across product, packaging, digital, social, retail, and launch storytelling.
As part of the development of this product, we tested the formula and shades on 100+ consumer and friends. A lot of them made it into this campaign.
Art Direction: Elena Doukas
Photography: Davis Factor, Shelby Goldstein, Brad Lansill
Video: New New New
Video Concept: Tiyana Grulovic
Studio: New New New
As part of this campaign, I created a suite of AI teaser images. Here’s one of them.
AI visual development
AI visual development
we further brought this concept to life with a mailer + fold out booklet that reinforced the idea of retouch reality
Treatment + Script: Tiyana Grulovic
Editor + Creator: Kristina Hechanova
THIS PRODUCT WAS TESTED ON OVER 100 REAL CONSUMERS AND BRAND FRIENDS. SOME OF THEM ARE EVEN IN OUR CAMPAIGN
DUAL FILTER IN THE WORLD
A selection of influencer + creator content that tells the product story