Client: Haus Labs
Year: 2025
As part of the team behind the brand refresh, the goal was to bring it back to Lady Gaga's core belief: beauty isn't about following the rules, it's about the freedom to invent your own.
The relaunch opened with a bold moment: Lady Gaga alone in an infinite white space, covering her entire body with foundation. A provocation disguised as a beauty ad.
This was followed by a brand manifesto in the form of a montage video, articulating the unique intelligence behind Haus Labs.
From there, the brand expression extended into still life imagery: clean, precise, and technology-driven, treating every product as an object of innovation as much as beauty.
