tula — complexion
Tula built their reputation on clean skincare, so when they entered complexion, the story had to stay true to that DNA. We positioned their serum-based foundation as skincare that finishes — not makeup that compromises. Campaign direction, packaging design, and digital storytelling that made coverage feel like a benefit, not a trade-off.
Tula built their reputation on clean skincare, so when they entered complexion, the story had to stay true to that DNA. We positioned their serum-based foundation as skincare that finishes — not makeup that compromises. Campaign direction, packaging design, and digital storytelling that made coverage feel like a benefit, not a trade-off.
Campaigns
Art Direction
CGI Graphics
Visual Merchandising
campaign direction
campaign direction
Photography & direction by Mei Tao
MUA by Mia Jones. Hair by Tsuki
Styled by Tatianna Cinquino
Photography & direction by Mei Tao
MUA by Mia Jones. Hair by Tsuki
Styled by Tatianna Cinquino
cgi direction
cgi direction
We brought in CGI to visualize the hero ingredients and their benefits.
The goal was to make the science feel engaging and beautiful, not clinical.
by Shy Studio
We brought in CGI to visualize the hero ingredients and their benefits.
The goal was to make the science feel engaging and beautiful, not clinical.
by Shy Studio
product art direction
product art direction
We combined real product photography with CGI to support the campaign across ecommerce and digital. Real shots brought a tactile, grounded feel, while CGI let us lean into the science and innovation behind the formula.
Photographed by Daniel Cano.
Styled by Betim Balaman
CGI by Shy Studio
We combined real product photography with CGI to support the campaign across ecommerce and digital. Real shots brought a tactile, grounded feel, while CGI let us lean into the science and innovation behind the formula.
Photographed by Daniel Cano.
Styled by Betim Balaman
CGI by Shy Studio
visual merchandising
visual merchandising
We designed a cohesive suite of retail fixtures for Ulta, spanning gondolas, endcaps, and freestanding étagères.
We designed a cohesive suite of retail fixtures for Ulta, spanning gondolas, endcaps, and freestanding étagères.
ecomm art direction
ecomm art direction
We cast real models, everyday people, and Tula employees who actually embody the brand's Embrace Your Skin® ethos. The goal was relatability over perfection — showing complexion as it actually is, not as retouched fantasy.
Photography by Felix Wong
We cast real models, everyday people, and Tula employees who actually embody the brand's Embrace Your Skin® ethos. The goal was relatability over perfection — showing complexion as it actually is, not as retouched fantasy.
Photography by Felix Wong
