Vice Lipstick Launch
Urban Decay where re-branding their lipstick range and expanding with many new textures and colours. As Urban Decays values are to bring colour and expression into make-up this was an important launch. With Ruby Rose as the face of the collection it was a perfect fit for a range named "Vice". We took the theme and ran with it, her gender-queer identity with her short hair and tattooes is something to be celebrated in beauty.
This was our first time working with Ruby so I art directed all imagery to be simple in set and focussing on her unique style, each shot feeling powerful and full of expression. This complimented with a huge suite of colourful product shots shows the true range of colours whilst telling brand story too. I lead the art direction, composition and styling of all product photgraphy.
I created the visual assets along with overall tone and timbre of the project. Some layout designing here and there but generally overseeing the creative as a whole. Once a visual language was established, the design is rolled out by other designers into merchandising, online, marketing and social media.
Product swatch styling: