HRE Beauty
Campaign image-making and art direction for an editorial beauty brand.
- Role
- Creative Director / Lead Designer
- The brief
- Stretch a modest product library into an expansive seasonal campaign world.
- What changed
- A repeatable approach for building fresh editorial stories and launch drops without constant new shoots.
- Platform
- DTC e-commerce, paid acquisition & lifecycle email
The Starting Point
HRE came with a limited library of product stills, packshots and founder photography. The challenge was making those images carry an ongoing stream of new campaigns—without an ongoing stream of new shoots.
Building an Expandable Visual World
I used the existing photography as raw material for entirely new images. Products could move into new environments, appear alongside different models and adapt to each campaign’s idea without losing the details that made them recognizably HRE.
It opened up a much larger range: sunlit portraits, coastal landscapes, product still lifes and close-up beauty imagery, all built from the same small source library.
From Image to Campaign
Once there was more imagery to work with, each campaign could have its own point of view. Holidays, seasonal moments and product launches took on distinct looks, then carried across paid social, organic content and email.
HRE became the testing ground for an image-making process that has shaped how I approach production on other projects. What began as a way to get more from a small product library became a much bigger visual world—and a process I’ve continued to build on since.
