Design Army crafted a captivating campaign for Morphe’s Forbidden Collection ahead of the Chinese New Year, blending AI-enhanced surrealism with high-fashion art direction. The campaign aimed to turn beauty into temptation, portraying Morphe’s eye shadows, lip oils, and pigments as forbidden fruits in a lush mixed-reality paradise. Chief creative officer Pum Lefebure pushed the boundaries of beauty storytelling by combining reality, AI, and rich visual influences to create a new world of temptation for Morphe’s young, bold, and hyper-creative audience.
Utilizing AI-generated elements, custom typography, and hyper-detailed props, the campaign immerses viewers in a hallucinatory yet grounded aesthetic, where beauty is seductive, supernatural, and slightly dangerous. Inspired by surreal landscapes, the campaign presents a painterly world where forbidden beauty unfolds in layers of shimmer, gloss, and vibrant color.
At the center of the campaign is an empowered Eve and her dramatic Serpentine companion, exploring the transformative power of Morphe’s Forbidden Collection with sumptuous makeup and juicy fruits. The color story features luminous purples, fiery oranges, and sultry reds, accented with metallics and high-shine gloss to enhance the fantastical, seductive appeal of the products. The models‘ nails and hair are styled to resemble serpents, while the lips are made to look like real fruit, creating a glistening, glossy, and sparkling visual experience.