This project was developed as part of the Visual Storytelling course at the VCU Brandcenter. The assignment was to concept and produce a thirty-second commercial that highlights what makes Fenty Beauty unique. As producer, I led the creative development, grounding the concept in an emotional truth.
We began with a simple insight. Empowerment does not always come from big, loud moments. More often, it’s found in the quiet rituals of daily life. For many women, applying makeup is not about impressing others. It is about feeling confident, feeling seen, and starting the day with intention.
Fenty Beauty speaks directly to that kind of confidence. This commercial captures the way Fenty fits into real life and acts as a catalyst for self-expression, whether someone is heading to work, walking into a classroom, or just stepping outside feeling fully themselves.
As DP, I crafted a visual structure that felt modern and intimate. We shot in a vertical 9:16 aspect ratio to reflect how audiences engage with beauty content on mobile platforms. To mirror the concept of inner empowerment meeting outer expression, I used a split-frame technique. One side of the screen shows tight close-ups of makeup being applied. The other reveals wider, lifestyle scenes that show how confidence carries into the world.
We shot on a Sony A7SIII in SLOG-3 to capture as much flexibility and detail as possible for grading. I used a 24-70mm lens to balance proximity and clarity. Natural light was used throughout, with bounce boards to soften shadows and keep skin tones rich and flattering.
The split-frame composition required careful attention to blocking and visual symmetry. Each pairing was designed to draw a direct connection between the ritual of application and the resulting sense of self.
I handled all post-production within Adobe Premiere Pro. The vertical format and dual-frame layout demanded precision in timing and balance. I edited the piece rhythmically, aligning the pacing of makeup application with subtle but meaningful life moments. The edit was designed to feel fluid and empowering, not overly flashy.
For the voiceover, I used Eleven Labs to generate a tone that was confident, modern, and warm. The track was then processed in Adobe Audition to sit cleanly in the mix, with light compression and EQ to enhance clarity.
The color grade leaned into soft warmth with skin-first toning. Using Lumetri Color, I focused on highlighting undertones and maintaining a natural, inclusive palette that reflects Fenty’s core values. Slight contrast was added to make the image feel rich without becoming overly stylized. The goal was authenticity with polish.
This commercial was an exercise in both storytelling and precision. It challenged me to think about how visuals and structure can align with message and emotion. As producer, DP, and editor, I worked to create a spot that felt true to Fenty’s voice. Beauty is not just about how someone looks. It is about how they carry themselves. This piece reflects that belief.
Written, Directed, Shot, and Edited by myself.
Actor: Malaz Elamin
Actor: Tooba Rizwan
Actor: Sarah Mahdawi