ART DIRECTION
ART DIRECTION
Typology: Minimalism Series
The brand Typology focuses on simplicity, transparency, and sustainability. Embracing minimalism and nature, their products comprise of high-quality natural ingredients and exclude unnecessary chemicals and additives; when combined, this provides a serene, uplifting experience for your skin.
In this photo series by Oliver Leighton and Dana Kapustin, we strive to capture the essence of Typology’s mission. By highlighting the brand’s simplistic, minimalistic approach, every element in each image was carefully considered—from the lighting to the precise placement of ingredients and products. Combined with soft diffuse lighting. This series underscores how a minimalist approach can bring serenity and upliftment in an overstimulated world.
In this series by Dana Kapustin and Zach Galarza, we envisioned taking the concept of freedom embodied by YSL’s Libre perfume, through a transformative journey from darkness into light. Our aim was to evoke a sense of liberation and empowerment symbolized by this perfume.
Drawing from our own experiences working within the beauty industry; we crafted imagery using unique lighting techniques, subtle props, and added natural elements like water as a metaphor for fluidity and renewal. The play of light and water highlights the transformative power of liberation, of freedom, This is reflective of the strength and resilience inherent in embracing one’s true self.
