Half Magic

Aug 2026

In the latest campaign for Half Magic, titled Longform, the brand pushes the boundaries of traditional cosmetics advertising by leaning into an evocative, cinematic visual language that feels more like a short film than a standard product showcase. Set against the stark, artificial backdrop of an urban gas station at night, the project trades sterile white-box studio environments for a gritty, atmospheric reality. The creative direction, helmed by Mythology, masterfully captures the contrast between the cool blue and silver ambient light of the service station and the vibrant, high-impact pigments of the makeup itself. Through a documentary lens, the footage features diverse subjects—from a man with a striking afro to a rider on a red scooter—each embodying a distinct, contemporary personal aesthetic. The use of slow motion techniques elevates everyday interactions into moments of quiet, stylized tension, highlighting how bold beauty choices function as a form of self-expression within the mundane spaces of modern life. This editorial approach effectively frames the cosmetics line not just as a set of products, but as an essential element of a larger, lived-in narrative. By marrying the raw edge of live-action technique with high-fashion sensibilities, the campaign creates a compelling dialogue between the individual and their environment, ultimately reinforcing Half Magic as a leader in the intersection of beauty and culture.

Documentary, Editorial, Lifestyle, Cinematic

Live-action Technique, Slow motion

Cosmetics, Beauty