Campaigns & Content
Social-first creative direction for a luxury beauty release
Stills, film and product photography for a multi-platform makeup campaign.
Gucci Beauty — Luxury Beauty
Gucci Beauty / 01
Scope
- Art direction
- Creative direction
- Campaign stills
- Product photography
- Tutorial film
- Social-first content
Gucci Beauty briefed me to create an ad campaign for new makeup releases across social platforms. The work spanned campaign stills, a face-base tutorial film and still-life product imagery — all designed to read as luxury at scroll-speed.
Moving image
Gucci Beauty
Stills, film and product photography for a multi-platform makeup campaign.
Moving image · Gucci Beauty
Gucci Beauty — Campaigns & Content
01
The brief
Gucci Beauty briefed an advertising campaign for their new makeup releases, built for social. The deliverables were defined from the outset: campaign stills, a makeup tutorial film and still-life product imagery, all to run across Gucci's social and web platforms.
The film sat inside the launch of the house's new base products, with a deliberate focus on the face-base routine rather than a full look — the tutorial had to teach something while still reading as advertising.
The brief — Gucci Beauty
02
Luxury that still works in a 9:16 feed
The difficulty in social-first luxury is restraint without invisibility. The work has to be unmistakably Gucci and still hold attention between two un-luxurious adjacent posts. I treated every frame as a portrait first and a product shot second, and let lighting rather than graphic treatment carry the luxury signal.
Luxury that still works in a 9:16 feed — Gucci Beauty
03
Stills, motion and product in one production
The shoot was planned as a single content engine. Stills, motion and still-life product imagery were captured against an aligned set design, so social cuts, web banners and product crops all share the same lighting, palette and finish rather than being reconciled afterwards in post.
Stills, motion and product in one production — Gucci Beauty
04
A tutorial that doesn't look like a tutorial
The face-base film was directed as campaign film, not how-to content. Pacing, framing and grade were treated with the same care as the stills, so the tutorial sits inside the campaign instead of next to it — instructional enough to be useful, composed enough to run as an ad.
A tutorial that doesn't look like a tutorial — Gucci Beauty
Further work — Gucci Beauty
Art direction, creative direction, photography and film for Gucci Beauty, produced with the brand's social team.
The outcome
- 01A multi-format campaign package — stills, motion and product imagery — from a single production.
- 02Rolled out across Gucci Beauty's social and web channels.
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