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03 / Self-initiated concept

RUEVA

Beauty campaign for a fictional lip-colour brandWear your nerve.
RUEVA project hero
01 / Creative direction

Overview

The idea

Colour becomes a mark of intent. RUEVA pairs deep oxblood with direct beauty imagery, moving between skin, satin and graphic pigment while keeping a single lipstick case at the centre.

Starting point

Build a beauty campaign that feels expressive without losing sight of the product.

Visual decision

Oxblood pigment, warm skin and an ivory-ringed cylinder create continuity between close beauty crops and product still life.

Where it lives

Across portraiture, product imagery, a social poster and an outdoor visualisation.

Role

  • Creative direction
  • Beauty art direction
  • Packaging concept
  • Campaign design

Created for the concept

  • Beauty hero
  • Product master
  • Lip macro
  • Product editorial
  • Social poster
  • Outdoor concept

Selected applications

A closer look at the visual system in use.
Product master — a closed oxblood cylinder and ivory seam establish the packaging direction.
02 / Product master — a closed oxblood cylinder and ivory seam establish the packaging direction.
Lip macro — pigment and skin texture bring the colour story into close focus.
03 / Lip macro — pigment and skin texture bring the colour story into close focus.
Product editorial — matte packaging is set against contrasting surfaces and warm light.
04 / Product editorial — matte packaging is set against contrasting surfaces and warm light.
Social poster — a pigment stroke becomes a bold graphic gesture.
05 / Social poster — a pigment stroke becomes a bold graphic gesture.
Outdoor concept — the beauty hero moves into an imagined advertising placement.
06 / Outdoor concept — the beauty hero moves into an imagined advertising placement.

What the system demonstrates

A single product direction can connect intimate beauty imagery with graphic advertising. The emphasis is on recognisability and editorial expression, not product-performance claims.

Project context

Self-initiated fictional makeup concept. The product, models and settings are AI-generated. Images do not demonstrate a manufactured formula, product performance or a real advertising placement.

Continue exploring

SLOWTIDE project04 / SLOWTIDEODD HOUR project05 / ODD HOUR

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