This project places Byredo’s newest makeup collection inside a visual world inspired by early-2000s fashion photography, when beauty felt raw, social, and unfiltered. Shot through the lens of chaotic flash, crowded rooms, and intimate gestures, the work explores what happens when contemporary product design collides with an era defined by immediacy and excess.

Using AI as a production tool rather than a visual shortcut, the campaign reimagines product presence as something lived-in, imperfect, and emotionally charged. Makeup appears mid-moment, applied, passed, shared, embedded naturally inside the scene rather than isolated or idealized.