Sephora – Collection 25: 360 Campaign

Tagline: Unleash your beauty  because it is yours to define.

Sephora approached us to create a 360° campaign for the launch of Collection 25, a vibrant new makeup line targeted at a younger audience (ages 20–25). After multiple strategy sessions and creative development rounds, we landed on the campaign concept and tagline: “Unleash your beauty because it is yours to define.”

 

Concept & Visual Approach

The creative direction centered around self-expression, color, and transformation — key ideas that resonate with our Gen Z target demographic. We used visuals such as a butterfly landing on a field of makeup brushes to represent natural beauty and artistic expression.

 

Key visuals included:

• Knolling photography of the product line, highlighting the variety of shades and textures in an organized, aesthetic format.

• Studio-lit product photography with metaphorical setups, such as a lipstick garden or colorful pigment bursts.

• Model shots over colorful backdrops, emphasizing playful and expressive looks.
   

Design System

We created a flexible design system rooted in geometric shapes — adaptable across formats like posters, social media, and website UI. One signature element of the system was allowing illustrative or photographic elements

(e.g., flowers, butterflies) to break the boundaries of the geometric grid, creating dynamic tension and visual intrigue.

All components share a cohesive visual language through consistent photography style, geometric layout, and a vibrant, youthful color palette.

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