The Crystal Balms Collection was built around the idea of each shade channeling the mood and meaning of a different crystal. The creative strategy focused on transforming those subtle cues into a sensorial, aspirational beauty experience that felt modern, mystical, and wearable. As Art Director, I led the creative which celebrated the individuality of each balm. Lighting setups were meant to mimic the glow and refraction of crystals. Talent styling, product styling, and still-life compositions were tailored to echo the energy of crystals. The results were a campaign that felt cohesive with a touch of magic. A fresh, crystal-charged spirit was brought to the final assets that lived across digital, social, and retail.