Pretty Boyz ❤️ Topicals

TOPICALS,
Spec to Partnership, 2026

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.

Creative Direction and Production by Cameron Elyse for Céleste Studios.

ROLE

THE OBJECTIVE

To develop a spec campaign that reframed skincare as narrative rather than utility, positioning Topicals not as a product line but as an extension of identity, softness, and self-recognition for its consumer. The work was self-initiated by Céleste as a demonstration of how we approach product-led editorial for culturally significant brands.

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.

WARDROBE

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

Reach

Signal

Activation

40k+ organic impressions across platforms.

Direct partnership with Topicals following the spec release.

Campus program at LDOC with D9 Members at N.C. A&T State University.

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The spec campaign served its purpose beyond the metrics. Following the release, Céleste initiated direct outreach to Topicals with a proposal for an HBCU Ambassadorship, extending the world we built in the campaign into a live community activation.

The proposal was received by the Topicals team, leading to a confirmed partnership with the brand for a campus activation at LDOC (Last Day of Classes), one of the largest events at North Carolina A&T State University, in collaboration with members of the Alpha Nu chapter of Kappa Alpha Psi.

The trajectory: From self-initiated spec to real brand partnership demonstrates Céleste's approach in full: identity work first, culturally rooted execution, and creative direction that opens real doors.