Say it in your shade

3INA wanted a campaign that embodied its ethos of disruptive, democratic beauty, one that championed positivity, inclusivity, and authentic self‑expression. The brand needed a creative platform that gave everyone, regardless of gender, the confidence to express their voice, whether loud or quiet, through makeup.

We developed a fully integrated campaign built around a bold strapline, distinctive tone of voice, and a cohesive graphic look and feel. This included full studio production across stills and film, featuring a cast of six models and detailed product photography. Our art direction focused on capturing the unique attitude of each shade through model expression, while product still life compositions elevated the packaging with a graphic, shade‑led approach.

The campaign brought 3INA’s inclusive, expressive spirit to life through powerful visuals and cohesive storytelling. By pairing attitude‑driven model photography with elevated product imagery, we created a striking and ownable brand world that celebrated self‑expression and strengthened 3INA’s position as a leader in democratic, expressive beauty.