McBeauty

Caramel as a luxury cream

A self initiated project that turns a fast food giant into a cosmetics house. The principle: apply the exact codes of premium skincare to a mass market world, with a thick glass jar, a travertine base, soft light, and a pour of caramel filmed like a skincare texture. The brand's red and yellow stay, but everything else shifts: slow pace, noble materials, desirable packaging. A demonstration that CGI treatment alone can move a brand from one category to another.

Self initiated project. No affiliation with the brand.