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. No retouching was done to any of the beauty images, further strengthening the demonstrable results.
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.
Photography: Davis Factor, Shelby Goldstein, Brad Lansill
Head of Artistry: Lori Taylor Davis
Key Makeup: Francesca Tolot
Video: New New New, Kristina Hechanova
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