04
Lumen Beauty
Skin Signal
A product campaign that lifted online conversion across the range (example).
Client
Lumen Beauty
Year
2024
Role
Creative Director
Agency
Studio Halftone
Duration
3 months
Discipline
Campaign
Product
(A)
Context
A cosmetics brand relaunching its core range. The products were great, but the imagery felt clinical and interchangeable with competitors.
(B)
The bet
Treat each product like a portrait. Warm light, real texture and styling that feels touched, not rendered.
(C)
Process
01 Product photography
We shot every product on set, not in 3D, using warm practical light and close-up texture to show the formula, not just the packaging.
02 Styling
A props and color system built around the range: natural materials, soft reds and ambers, and a consistent angle that makes the line read as a family.
03 Toolkit
The final library was delivered as a flexible system for e-commerce, social and retail, so the team could keep producing on-brand assets after launch.
(D) Results
+31%
Online conversion (example)
140
Assets delivered (example)
-40%
Cost per asset vs. previous season (example)
Our products finally look as good as they feel.
Placeholder Name
Creative Lead, Lumen Beauty (sample)
(E) Credits
Creative Direction
Jordan Vale
Design Director
Placeholder Name
Copy Lead
Placeholder Name
Producer
Placeholder Name
Production
Sample Studio
Shoot more motion on set. Short product loops performed better than stills, and we had only a handful.