Joe Fresh Beauty Working on this campaign was a wonderful opportunity to combine two of my favourites, cosmetics and design. My goal was to use physical makeup, not just the packaging, as the hero for the visual. We hired a still life stylist from New York City who skillfully deconstructed each makeup tray as abstract art. We kept the models makeup clean and natural to complement the overall composition. The campaign was a sweeping success and style-wise, still holds up many years later.