Silkscreen Primer Reinvention

For the relaunch of Smashbox’s cult-favorite primers, we reimagined the world of Photo Finish through a bold, next-gen lens. The Silkscreen Primer Reinvention campaign introduced four reengineered formulas, each created for a new generation of creators, dreamers, and changemakers. Skin defended. Makeup perfected.

To bring this vision to life, we cast a diverse lineup of SBX talent and embraced an editorial approach to storytelling. Each primer was expressed through a distinct visual identity, color palette, and character-driven narrative. The campaign celebrated individuality and skin-first confidence, marking a new chapter for an O.G. icon.