Ipsy, infused with
Stardust hues.
I.
Overview
I developed the creative direction, visual identity, packaging, and campaign system for a limited-edition eyeshadow palette, extending the concept across product, unboxing, social, and motion. The project also became an opportunity to explore generative AI as a creative tool, using it to develop campaign imagery and bring the product concept to life.
II.
Objective
Create a limited-edition IPSY × David Bowie eyeshadow palette that translated Bowie's iconic visual language into a contemporary beauty experience. The challenge was to balance the theatricality of Ziggy Stardust with IPSY's accessible, modern beauty aesthetic, creating something expressive enough to feel collectible while still functioning as a cohesive product line.
Unboxing & Packaging
The packaging blended functionality with a high-fashion aesthetic through bold forms, premium materials, and tactile finishes. Every detail was designed to create a memorable unboxing experience that reflected the collection's expressive identity and elevated, collectible appeal.
Color Palette
The palette featured a curated mix of cosmic-inspired hues, including electric pinks, rich purples, shimmering metallics, and balanced neutral tones. Each shade was intentionally selected to reflect David Bowie's fearless creativity and the futuristic glamour of his Ziggy Stardust era, offering a versatile collection that celebrated bold self-expression.
Campaign Creative
Generative AI + Motion
I used generative AI to explore the campaign world and visualize the collection before bringing the concept into motion. I directed the imagery, then combined AI-generated elements with compositing, art direction, and After Effects to create a cinematic product reveal.
The same visual language extended into social through AI-generated lifestyle imagery, creating a flexible campaign system while keeping the product and brand at the center.
Product Line Lockups
A flexible system of product lockups was developed to bring the Ziggy Stardust identity across the collection while giving each shade its own point of view.
Social Stickers
The visual language extended into social through a set of branded stickers designed to make the campaign feel playful, recognizable, and easy to share.
Final Palette & Packaging
The final system brings the identity together across the eyeshadow palette and packaging, balancing Bowie’s theatrical visual language with a contemporary beauty experience.
Branded Bags
The identity extended beyond the product into the unboxing experience, with custom makeup and shipping bags designed to carry the campaign through every touchpoint.
