ABOUT THE PROJECT
Topicals has consistently stood out as one of the most intentional product-led brands rooted in honesty, care, and community. This spec campaign was developed to explore how our creative perspective could authentically live within that existing world.
At its core, the concept centers femininity, alignment, and sisterhood—using a sister-to-sister relationship as both a visual and emotional metaphor for healing in tandem. The intention was to create something that felt editorial yet intimate, aspirational yet grounded, and unmistakably aligned with the voice and values of the brand.
THE OBJECTIVE
Reimagine Topicals bestselling under-eye patches, lip salve, and pimple patches through an editorial spec campaign that positions skincare as narrative rather than utility.
By centering a sister-to-sister duo inspired by the product itself, the goal was to translate its functional benefits into character, mood, and story capturing how it supports different needs within a shared world.
The campaign was developed to demonstrate how our creative direction could expand the Topicals universe in a way that resonates with its founder and creative leadership while remaining primed for organic social amplification.
CREATIVE DIRECTION
Visually, the project leans into a lived-in magazine spread sensibility, prioritizing intimate framing, layered composition, and subtle interpersonal moments over traditional posed imagery.
Shared glances, quiet gestures, and natural synergy between the sisters allow the product to exist organically within the narrative—present but never forced.
LIGHTING
Lighting serves as the emotional backbone of the story. Sculpted shadows and controlled contrast create a sense of depth and intimacy, distinguishing talent from the background while maintaining visual cohesion with the product.
A soft, intentional hue is introduced to isolate and highlight the under-eye patches—ensuring they remain the focal point while reinforcing the editorial tone.
WARDOBE
Wardrobe remains intentionally understated, designed to complement rather than compete with the product. Styling reflects simplicity with space for individuality, mirroring the unique personality of each patch.
The result enhances ambiance, supports the story, and maintains focus on the emotional and visual impact of the campaign.
Results
06
40K+
views across socials
1.1k+
likes across socials
