Fenty Skin
Brand guidelines, Image shooting, look and feel , color palette, & Art Direction for the virtual space
About the Brand
Rihanna launched her new skin brand - Fenty Skin which brings together ingredients from around the world and pairs them with skincare powerhouses, such as hyaluronic acid and niacinamide—for clinically proven results. Driven by that bad encounter with harsh products, she’s prioritized clean formulas that are also vegan and gluten free. Plus, she’s elevated the entire experience with supple, unique textures and warm, delicious scents.
The Challenge
The new founded skin brand ‘Fenty Skin’ approached us with a compelling briefing: to create a fun and holistic digital house party to launch Rihanna’s new brand, Fenty Skin, that is targeted towards GenZ and Millennials. We were asked to develop a fun and entertaining digital house party to launch her new skincare products that would thrive in a very competitive beauty market.
The Solution
The Fenty House Party is a celebration of individuality and what brings us together. This immersive digital experience is a platform for unique activations and Fenty Skin explorations for guests during the live event. The goal was to have the largest party attendance online of all time - using celebrity and influencers to help make each room memorable. Utilizing green screens combined with 3D technology, we placed Rihanna and other celebrities in the same room, without physically being in the same space. The fans could join and have a unique point of view going through each room of the party.
To bring the digital experience to life, we had to create a detailed event flow which included a user flow for each room experience.
Exterior
I teamed up with an Architectural Designer and Motion Designer to create an American house party atmosphere which includes exterior renders mixed with interior photography and CGI elements.
The Dance Floor / Living Room
When avatars hit the dance floor, they are given a set of ‘dance moves’ to choose from. Throughout the duration of the set, the rooms’ color/tone continually transform. When enough people dance, Rihanna’s appearance gets unlocked, and she shows up in the live stream in the DJ Booth.
The Bar
Signature cocktails in which the ingredients are displayed, made digitally, and presented for sharable photo moments.
The Spa
Designed like a luxury suite. Placed inside the room are 3-4 vanities, in each mirror there are Influencer videos. Products are displayed naturally throughout the space for people to tap, explore, and purchase.