Skin / Studio / Beauty / 2025
SECOND SKIN
Beauty without the performance. An editorial world built around texture, individuality and the confidence to be seen.
- Creative direction
- Photography
- Editorial
- Content strategy
The question
behind the work.
The challenge
Create a beauty story with a recognisable point of view without relying on retouching and perfection.
The concept
Come as you are. Texture and everyday gestures become the hero of an honest visual world.
Creative direction
A world you
can feel.
Natural light, generous close-ups and a tactile colour palette. A quiet campaign with room for the person in every frame.
From treatment to touchpoint
EVERY FRAME.
ONE IDEA.
Editorial photography, a short film treatment and product storytelling work together across print and social.
Held in a frame.
Photography / Editorial stills
Illustrative campaign imagery. A study in light, texture and visual continuity.
Social / Distribution
Same world.
Different windows.
Vertical stories, detail crops and editorial frames give each channel its own perspective. The creative direction stays recognisable across the whole rollout.
What the idea
makes possible.
An editorial concept and a reusable content direction for product launches. Fictional beauty brand and sample results.
A self-initiated Midenus concept. All brands, results and campaign credits are illustrative. No real client relationship or commercial campaign is claimed.
Credits
- Client
- Skin / Studio (fictional)
- Studio
- OFFBEAT (Midenus concept)
- Creative direction
- Alex Mercer / illustrative credit
- Production
- Jamie Chen / illustrative credit
- Design
- Rae Williams / illustrative credit
- Photography
- Generated editorial imagery
- Development
- Midenus / Next.js, React, TypeScript, GSAP
