A Mediterranean State of Mind

Once again, KIN Cosmetics trusted me to develop the creative direction for its latest product campaign, working across KIN Body Care, KINESSENCES Care, KINGLOSS Color and the Sunset Collection.

The starting point was to create a visual world that felt true to KIN while giving each collection its own identity. The brand’s Mediterranean spirit, its connection to professional beauty and its distinctive approach to the world of hair became the foundation for the creative direction.

My role was to shape the creative concept from the very beginning and translate it into a complete visual language — defining the atmosphere, contexts, styling, composition and narrative behind the images. Rather than simply presenting the products, the aim was to create a world around them and make each collection feel like part of a larger story.

Working alongside photographer Nerea Garró and production company Custom Project, we brought these ideas into a campaign that moves between beauty, fashion and lifestyle, creating different moods for each collection while maintaining a clear visual connection throughout.

Another project where concept, image and storytelling come together to give a product its own visual identity.