Morphe2,
Beauty Campaign Core Assets

Julia Kuzmenko McKim and the Avenue team retouched core campaign and eComm assets for Morphe 2 by Forma Brands.

These frames are outtakes from a core assets campaign for multiple collections — skin tint, gel liner, lip oil, gloss, and cheek — shot on figure. Core assets carry a brand across every product, shade, and format, so the retouching was held to one consistent standard at scale: true-to-life skin tones, color matched to each product’s real payoff, and clean, even texture that reads the same on a retail display as it does on screen.

Over the years, Forma Brands tested our capacity in the best possible way: we retouched multiple large projects running simultaneously, some shot by Julia Kuzmenko McKim, some by other photographers.

Regardless of the workload, we met every due date and moved through revision rounds fast. Relationships with fast-moving, demanding teams like this one shaped the production system and standards Avenue runs on today.

What are core assets?

In visual production, core assets usually means the primary, reusable creative materials that serve as the foundation for a campaign, production, or brand system. They are the approved "hero" or “master” pieces from which other versions, crops, edits, and platform- or market-specific deliverables are made.