This self-initiated design explores a campaign concept for Fenty Beauty, focusing on the brand’s core idea of redefining “nude.” The creative direction challenges the beauty industry’s history of treating “nude” as a single beige shade by positioning it as universal and diverse.

The central visual features a black and white portrait interrupted by a bold smear of foundation across the face. The smear acts as a reveal, uncovering the model’s true skin tone, showing that color is what gives presence, life, and identity. The stark contrast gives the line “this is nude” its power. The phrase is simple and declarative, turning the image into a cultural statement rather than a product caption.

Additional executions expand the system with product-driven layouts. Foundation bottles and fluid smears are central design elements paired with the same tagline to emphasize inclusivity across shades while keeping the campaign language consistent.

Typography is set in a sharp lowercase serif, understated yet impactful, reinforcing a high-fashion editorial tone. The restrained typographic voice allows the imagery and concept to dominate, echoing Fenty’s brand positioning as bold, cultural, and aspirational.

The imagery combines AI-generated portraiture with manual retouching and photo manipulation in Photoshop. Foundation smears were created through a mix of AI output and custom Photoshop work.

This project demonstrates the ability to translate brand values into a visually arresting and strategically relevant campaign idea, one that feels contemporary and distinct while staying true to Fenty’s disruptive DNA.