Simi Haze Beauty
A new visual system for Simi Haze Beauty, built for social-first, always-on content. Bringing together art direction, colour and light into one consistent world, this campaign turns a mix of mismatched imagery into a single, evolving brand world.
Type
Art Direction
Date
May 2026
Service
Creative Direction
Client
Simi Haze Beauty
Synopsis
The brief: A new system of always-on social content built for consistency.
The insight: The brand's imagery was coming from a mix of sources, different shoots, different hands, different light. Individually each image was fine; together, they didn't read as one brand. Social-first content needs to work as a system, not a set of one offs.
The creative: A consistent colour and lighting system was introduced across every image, over a series of 2 days, giving mismatched content a shared visual language, and social-first ads a cohesion the brand hadn't had before. We shot single frame video that had the capacity to be worked and re-worked ensuring a long lifespan across multiple platforms and channels.
The result: A content bank that reads as one brand at any social touchpoint.
Client
Art Direction: Giada Citro
Photographer: Jonathan Clifford
Stylist and Set: Rachel Laura White
Simi Haze Creative Director: Zoe Vance
