The way hue want it
Serious Face is an April Fool’s joke taken too seriously by the folks at Serious Studio. What started as an inside joke somehow developed into a full-blown initiative that we all just had a lot of fun with. Say hello to made up makeup by Serious Studio.
WHAT WE DID
Creative Direction: Deane Miguel
Project Lead: Selina De Guzman
Lead Design: Therese Luna
Photography: Paolo Geronimo
Styling: Selina De Guzman
Serious Face is a future-forward cosmetics company that believes in beauty the way hue want it. It’s a brand made by creatives for creatives. We believe that the only limit to beauty should be your imagination, and with that, the possibilities are endless. It’s beauty the way hue want it. Serious Face is truly the future of beauty—just kidding.
The biggest goal of this April Fool’s joke, if we’re being honest, was just to amuse ourselves. As simple as that. We just wanted to have fun, and to do something purely creative without any limits. It was our way of showing the world what we’re capable of if given the freedom to call the shots. Don’t worry, we wish it were real too. Right now it’s just a pigment of our imagination.
With Serious Face, we wanted to take beauty to the next level. Since the brand is all about color, we wanted to show this off with a magical and iridescent look and feel that looked like it was straight out a rainbow daydream.
We came up with a so-called Spectraldropper™ technology, which would help you create your signature shade inspired by real life. It captures color in high definition and allows you to scan an object to select your desired pigment.
This all gets packed into a pretty little Magic Wand®: a multipurpose beauty stick, its name inspired by the actual magic wand tool. We even amused ourselves with coming up with other products such as the Spot Healer (concealer) and Outerglow (highlighter).
We went all out with packaging and had actual boxes produced to take the joke one step further, with custom gradients and silver foil stamping as our key visuals.