Selected Work / Metamorphosis
Metamorphosis
A painterly campaign about transformation and second skins.
Advertising campaign · 2026
Role
Concept & Creative Direction
Scope
Campaign concept, beauty/fashion key-visual series
Outcome
An artful, tactile visual language for a beauty, wellness, or fashion brand
Challenge
Beauty and wellness campaigns default to flawless skin on seamless backgrounds. It is aspirational and interchangeable — and increasingly distrusted.
Approach
Lean into transformation as texture. Painterly, watercolor creature-portraits — skin as landscape, the reptilian as renewal — that treat change and imperfection as the beautiful part.
Process
Built a series of tactile portraits in a rosy, fleshy palette with visible brush and paper, subject and ground bleeding into each other — closer to a gallery than a catalog.
Creative Direction
Held the palette and the hand-painted surface across every frame so the campaign feels made, not manufactured — the anti-retouch position stated visually.
Outcome
An artful, ownable direction for a brand willing to sell transformation instead of perfection.
Lessons learned
In a category built on flawlessness, texture is the differentiator. Made-by-hand reads as honest.
Next case study
Culture Shock: the campaign →