Holly Jolly Gift Sets
For the launch of Concrete Holly, the addition to the flagship product line of Krygina Cosmetics, my team created a New Year's campaign that captures the magic of the Holiday season. I drew inspiration from the vintage vibe of the 80s, to create a campaign that was both fresh and nostalgic.

We created a campaign with a nod to the advertising in magazines of the 80s: it was a decade characterised by bold and vibrant colors, dramatic typography, and an emphasis on luxury and excess. This aesthetic perfectly aligns with the glitz and glamour of the holiday season, making it a natural fit for a New Year's campaign. In addition, the 80s was a decade of self-expression and individuality, and makeup is a perfect tool for expressing oneself.
The soft and slightly blurry quality of the photos and the faded and distorted colors of 80s magazine printing technology add to the nostalgic and vintage feel. The choice to shoot the photos in a style reminiscent of a television studio adds to the overall aesthetic of the campaign. We also created a still-life shoot in the same style, featuring festive tinsel and colored backgrounds.
Our promotion included exclusive sets featuring Concrete Holly and other brand products, showcasing the versatility of the product in creating unique looks. We created makeup and still life photos, collages for the product card, and step-by-step tutorials to showcase the product and its features. We promoted the new makeup product across multiple channels, including social media, websites, and print materials.
Art director
Maria Kaner
Maria Kaner, Daria Borzikova
Anna Dvoretskaya
Mary Kocinyan
Makeup Artists
Anna Batanova, Polina Vazhenina
Tatyana Zhilkina