Brief: Launch a new multi-use colour stick category for By BEAUTY BAY, positioning the six-shade range as an easy, versatile and accessible addition to the everyday makeup bag. I led the creative direction for the campaign and art direction across model and product photography, with a focus on communicating shade versatility, effortless application and the product’s skin-enhancing finish.

Output: A clean, elevated and product-led campaign, pairing luminous skin and pared-back styling with cool-toned gradient backdrops and glossy, reflective product still life. I created a cohesive visual language across model and product imagery, allowing the shades and dewy finish to take centre stage. The campaign was supported by social-first creator content demonstrating its multi-use, on-the-go appeal.