The concept for the Lumi-Matte Foundation campaign centered on a key tension in the complexion space: longwear foundations often feel heavy, but this one doesn’t. My goal was to bring the product’s lightweight, breathable feel to life by visually communicating comfort and performance. I crafted a look and feel that emphasized movement and airiness by leaning into a parkour concept. This is what conveyed the performance of the product. The styling and lighting helped sell the lightweight aspect, while macro skin shots highlighted the real finish: matte, but never flat. The talent was captured mid-motion, jumping and propelling through the city which reinforced the idea that this formula moves with you, not against you. The campaign rolled out across TV, social, digital and retail, offering a fresh take on longwear that felt modern, effortless and wearable.