HALF MAGIC BEAUTY MAGIC NUDES COLLECTION
The Shine On Campaign launched the Magic Nudes collection with the aim to expand the brand community, offering neutral shadows and shimmers for everyday magic.
SERVICES:
Campaign Concept
Script writing
Art Direction
Creative Direction
Messaging
Custom Photography + videography
Digital and social content
CHALLENGE:
The brand challenge laid in striking the perfect balance between broadening appeal and staying true to the brand’s bold identity. With Magic Nudes, Half Magic aimed to invite a new audience—those who might shy away from the electric or neon-drenched looks the brand is known for—while still captivating their core community of fantastical beauty enthusiasts. The task was to introduce the Magic Nudes collection as a way to experience Half Magic’s transformative essence in a more accessible, everyday palette, ensuring that even the most understated makeup lovers could unlock their unique, magical potential. This required a campaign that honored the avant-garde spirit of the brand while highlighting the versatility and wearability of the new collection.
APPROACH:
I embraced the duality of the Magic Nudes collection by balancing the new natural color palette with the supernatural allure that defined the Half Magic Beauty brand. Drawing from founder Donni Davy’s deep appreciation for the occult, crafted a mystical concept and narrative that unfolded in a campaign steeped in intrigue and enchantment. At the heart of the story were four characters: The Transformer, The Greeter, The Reader, and The Seer, each embodying facets of transformation, insight, and empowerment. These figures guided audiences through a magical encounter, illustrating how the Magic Nudes collection could unlock subtle yet transformative beauty for all. By pairing the earthy tones of the collection with surreal visual effects and storytelling, we bridged the gap between everyday wearability and the fantastical elements that make Half Magic so captivating, ensuring the campaign resonated with both new and loyal audiences.
AN ANTHEM, EDITED
We used the :60 spot and edited down for :30, :15, and even :06 spots for social media. We also shot to accommodate 9:16 and 1:1 formats from the beginning.