The Desert Dusk Palette Print Campaign
Project Overview
Client: Huda Beauty (Concept Project)
Role: Art Director & Photographer
Tools: Photoshop, InDesign, Lightroom
Year: 2018
The Challenge
Although Huda Beauty is a globally recognized cosmetics brand, its advertising leans heavily on blogs and YouTube rather than traditional print campaigns. This project set out to explore what a print campaign could look like for the Desert Dusk Palette, bringing the brand into editorials, magazine ads, and posters.
The Creative Approach
I wanted the campaign to reflect both the origins of the brand and the essence of the palette. Since Huda Kattan is from the Middle East and the palette itself was inspired by the Arabian desert, the models were photographed in traditional Arabian-inspired fashion with makeup created exclusively using the Desert Dusk Palette.
The visuals combined cultural storytelling with modern luxury branding, resulting in advertisements that feel both authentic and aspirational. Each ad showcased the palette itself alongside editorial-style imagery, ensuring the audience could see the product as well as the stunning looks it creates.
New Logo and Slogan Design
Palette Macro Photographs
Palette Layout
Magazine layouts
The Photoshoot
Takeaway
This project demonstrates my ability to merge art direction, photography, and graphic design into a cohesive campaign. By blending cultural influence with brand identity, I created a concept that expands Huda Beauty’s advertising potential beyond digital platforms.