Beauty · Digital Campaign
GIVENCHY
BEAUTY
BEAUTY
Project Concept
Givenchy Beauty commissions Christophe Roué for the art direction and photography of a digital campaign — a series of images designed for the house's social media and digital activations.
The challenge: translate the Givenchy DNA — audacity, Parisian elegance, unapologetic femininity — into a natively digital format that preserves the stature of a grand couture house. Each image must work standalone, like a poster, while forming a coherent series.
The art direction works on a contrast between the precision of the makeup and the freedom of movement — between the technical gesture of the make-up artist and the raw emotion of the portrait. Studio light in Paris, constructed from a single strong source modified by reflectors, sculpts the face rather than illuminating it. Shadow becomes raw material.
Art Direction Notes
Single strong light source, lateral at 45°. Reflectors positioned to the millimeter. The shadow is the subject, not the obstacle. No catchlight, no artifice. Casting: women who wear makeup as armor, not a mask. Every pose in slight tension — nothing static.
Technical
New Collaboration