DESCRIPTION

Conceptualized and lead this 360 campaign with three goals— increasing awareness for the skincare-hybrid nature of HALO Tinted Moisturizer, launching a new HALO Plumping Dew addition to the franchise, and creating a distinctively ownable look for the HALO family of products. The FRESH AF look— a look that’s light, clean, and effortless was defined to celebrate and illuminate natural beauty while grounding and branding the HALO product family, with room for expanding that family in the future. The FRESH AF campaign intended to attract and invite Gen Z consumers to ditch their heavy, cakey foundation and embrace the FRESH AF look. Under the ‘Studio Tested, Lifestyle Approved’ sentiment Smashbox balances their photo studio beginnings with creating high-quality products for the reality of everyday consumers. Entirely shot remotely due to the COVID-19 lockdown of 2020, this self-shot aesthetic felt like the perfect way to pivot while bringing photo studio into real life in way that was relatable to Gen Z audiences.