One Pump

Oct 2026 · AI Art Direction · Independent Concept

The starting point

Fluid Flex replaced the original Pro Filt’r, the foundation the brand was built on. Fifty new shades, a new formula and one big promise: made to move with you.

Foundation is one of the hardest things to buy online. You’re choosing a shade and a finish you can’t test, on a phone screen. Every image on the page has to stand in for something you’d normally find out at the counter.

The approach

I started from a six-asset product page format: hero, texture, hand, model, before and after, and video. I split texture into a full bleed and a swatch, and added one shot of my own, the pour, to give the page a moment of desire. Each shot answers one question, in the order a shopper asks them.

1. Hero: what is it?

2. Texture: what’s the texture like?

3. Swatch: what colour is it, really?

4. One pump: how much do I use?

5. Application: how does it go on?

6. Before / after: what could it do for my skin?

7. The film: how do I apply it, start to finish?

8. The pour (extra shot): why do I want it?

Every claim on screen is Fenty’s own wording. The bottle, pump, brush and shade are matched to the real product.

Development & refinement

Built on the real product

I worked from Fenty’s own packshots and retailer images, not memory: the square frosted bottle, the blush-pink pump hidden under the cap, Brush 165 and shade 256W. The first renders put a generic black brush in her hand. The real one is pink, so I went back and fixed it.

Light, not texture

Early faces looked AI because every pore was drawn evenly across the skin. Real close-ups show texture only where the light catches it, so I rebuilt the skin around one harder light and broken-up shine, then tested the same prompt across three models and kept the one that held her face.

Claims that are actually theirs

The first film ended on a tissue test. The model put foundation on the tissue, and transfer isn’t what Fenty leads with anyway, so I cut it. The finished film follows their own claims: one pump, looks like skin, up to 12-hour wear, waterproof.

What’s real, what’s AI

This is an AI-generated concept, including the talent. On a commissioned job it would split three ways.

• Production-ready, product shots A, B, C and H: AI renders built from the real packaging, shade and brush, suitable for a live page once the brand approves them.

• Previs, talent shots D, E and G: made here with an AI stand-in. On a real job they become the shot plan and animatic for a real-talent shoot.

• Format concept, before / after F: shows the layout only, not a product result. Real results need real people and real testing.

The finished work

Seven images and a 16-second film, built as one product page. Each image answers a single question, and the film carries Fenty’s own claims from pump to finish.

For brands

I make this as a package for beauty brands launching a new product or refreshing a product page.

• Product-page images, each answering one shopper question: hero, texture, swatch, how much to use, application, a before and after layout, and one shot made for desire.

• A short how-to film, from first pump to finished skin, cut for product pages and social.

• Matched to your real product: packaging, shades, tools and your own claims on screen.

• Talent shots your way: a tested shot plan and animatic for your own shoot, or finished AI imagery where you’re comfortable using it.

Send me the product and the page it’s going on, and I’ll come back with a shot plan. kim@rekode.co

Independent speculative concept. Not commissioned by or affiliated with Fenty Beauty. Product names and claims belong to Fenty Beauty and are quoted from its public product pages. All imagery is AI-generated.