360 Campaign

smashbox Full Coverage Foundation

I lead the creative direction and content strategy for Smashbox Cosmetics' Full Coverage Foundation campaign, "See it to Believe it".

A series of elevated, energetic on-set application moments using an updated casting lens and first-person POV's were created to reintroduce the brand and the surrounding hype around the new Full Coverage Foundation.

Application videos were structured to feel polished, yet authentic to show before & after transitions of the foundation.

Cut-downs were strategically developed to address specific skin concerns tied to global markets – ranging from oil & shine control to dry skin concerns and longwearing benefits.

Creative Director
Amy Troost, Photographer
Ross Richardson, DP
Evie Bear, Copywriter
Henry Kaplan, Editor