Silkscreen Primer Reinvention

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

We cast a diverse lineup of SBX talent and took an editorial approach to storytelling. Each primer was defined by its own 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.