An advertising campaign centered around facial composition and visual attention. Built upon the concept "Keep your focus," the creative direction contrasts a blurred portrait with a sharp, framed focus on the eyes highlighting Rare Beauty’s makeup with intention and precision. The art direction draws inspiration from early 2000s digital print aesthetics, combining tactile paper textures, selective photographic editing, and raw graphic composition. The result is a nostalgic yet contemporary visual identity that challenges traditional beauty advertising.