The ask: To adopt a "mixed media" mindset that seamlessly blends photo elements with real-life components and incorporates motion where applicable, resulting in a surreal visual experience. To refine the brand's identity within the visuals, we were instructed to incorporate specific elements, focusing on capturing textures in a sensorial manner. Especially crucial for lighter/white formulas, we were tasked with creating contrast through strong shadows and cultivating a distinctive, lo-fi aesthetic.

The brand: Kiehl's, a renowned American cosmetics brand under the umbrella of L'Oréal Group, has a history dating back to 1851. The brand is characterized by authenticity, transparency, and a touch of NYC's edge and grit. Kiehl's celebrates diversity, welcoming real people who embody confidence, effortless coolness, and a hint of quirkiness.