What if the ingredient became the inspiration?
THE MUSE:
Kiehl’s Avocado Eye Cream
I wanted to strip the campaign back to something raw, tactile, and human. Instead of creating another perfectly polished beauty advertisement, I painted the avocado by hand letting the texture, imperfections, and brushstrokes become part of the story.
The avocado became the muse: a visual representation of the ingredient at the heart of Kiehl’s Avocado Eye Cream, while the handmade process reflects the authenticity, care, and ingredient-focused philosophy associated with the brand.
The result is a campaign that feels real before it feels commercial.
Observe to Create
I started this concept by simply observing.
Before creating anything, I studied the texture of Kiehl’s Avocado Eye Cream alongside a real avocado. I looked at the softness, the richness, the subtle variations in texture, and the way both interacted with light. When placed side by side, I began noticing a visual connection between the cream and the ingredient itself.
That observation became the starting point for the campaign.
Where creativity meets clarity, and vision meets action.
We believe in doing things differently with intention, with passion, and with people at the center of it all. Every detail here reflects that mindset.
I wanted to capture that discovery rather than simply tell people what the product contains. I created a video comparing the two side by side, allowing the audience to see the resemblance for themselves.
The more I observed, the more the avocado became my creative muse. Its natural imperfections, organic texture, and rawness inspired me to move away from overly polished beauty imagery and towards something more tactile and authentic.
The Ingredient
as the Muse
From Ingredient to Inspiration is a conceptual beauty campaign for Kiehl’s Avocado Eye Cream, inspired by the natural connection between the product’s rich, creamy texture and the avocado itself.
Through close-up observation and tactile visuals, the campaign transforms an everyday ingredient into the creative muse behind the product story.