BMAI Creative — Staging Preview

Creative direction for
fashion, beauty and culture

Hong Kong / Worldwide

BMAI is an independent creative practice shaping brands through strategy, image and experience.

We work across fashion, beauty and culture to create identities and campaigns with clarity, emotion and lasting presence.

Selected campaigns

2014–2022

M·A·C Glowstack — silver dress key visual

M·A·C Glowstack — pink dress key visual

M·A·C Glowstack — blue dress key visual

01 / 03

M·A·C Glowstack

Beauty & Cosmetics

02

M·A·C Studio Fix Cushion — model key visual

M·A·C Studio Fix Cushion — product key visual

Model holding Studio Fix Cushion

Model applying Studio Fix Cushion

Studio Fix Cushion product collection

01 / 05

M·A·C Studio Fix Cushion

Beauty & Cosmetics

03

M·A·C ARTISTRY LOOKS — Soft Glam

M·A·C ARTISTRY LOOKS — Blurred Skin

M·A·C ARTISTRY LOOKS — Glass-Skin Glaze

M·A·C ARTISTRY LOOKS — Monochrome

M·A·C ARTISTRY LOOKS — Bold Lip

M·A·C ARTISTRY LOOKS — Smoky Grunge

M·A·C ARTISTRY LOOKS — Tokyo wildposting concept mockup

M·A·C ARTISTRY LOOKS — store display, enhanced photography

01 / 08

M·A·C ARTISTRY LOOKS

Beauty & Cosmetics

04

M·A·C Lustreglass magazine mockup — See Sheer and tint range

M·A·C Lustreglass magazine mockup — lipstick texture and Alone Time

M·A·C Lustreglass magazine mockup — Cake Topper and tint texture

M·A·C Lustreglass magazine mockup — lipstick shades and Hug Me

M·A·C Lustreglass magazine mockup — tint shades and teaser

M·A·C Lustreglass magazine mockup — brown and amber glassware

01 / 07

M·A·C LUSTREGLASS

Beauty & Cosmetics

05

TOM FORD ORCHID SOLEIL FRAGRANCE, image 1

TOM FORD ORCHID SOLEIL FRAGRANCE, image 2

01 / 02

TOM FORD ORCHID SOLEIL FRAGRANCE

Fashion & Fragrance

06

ERMENEGILDO ZEGNA XXX FRAGRANCES, image 1

ERMENEGILDO ZEGNA XXX FRAGRANCES, image 2

ERMENEGILDO ZEGNA XXX FRAGRANCES, image 3

ERMENEGILDO ZEGNA XXX FRAGRANCES, image 4

ERMENEGILDO ZEGNA XXX FRAGRANCES, image 5

ERMENEGILDO ZEGNA XXX FRAGRANCES, image 6

01 / 06

ERMENEGILDO ZEGNA XXX FRAGRANCES

Fashion & Fragrance

07

TOM FORD BEAUTY SS16, image 1

TOM FORD BEAUTY SS16, image 2

TOM FORD BEAUTY SS16, image 3

TOM FORD BEAUTY SS16, image 4

01 / 04

TOM FORD BEAUTY SS16

Beauty & Cosmetics

08

DONNA KARAN CASHMERE MIST THE BODY COLLECTION, image 1

DONNA KARAN CASHMERE MIST THE BODY COLLECTION, image 2

DONNA KARAN CASHMERE MIST THE BODY COLLECTION, image 3

DONNA KARAN CASHMERE MIST THE BODY COLLECTION, image 4

01 / 04

DONNA KARAN CASHMERE MIST THE BODY COLLECTION

Fashion & Fragrance

09

Calvin Klein Eternity, image 1

Calvin Klein Eternity, image 2

Calvin Klein Eternity, image 3

Calvin Klein Eternity, image 4

Calvin Klein Eternity, image 5

01 / 05

Calvin Klein Eternity

Fashion & Fragrance

10

MICHAEL KORS SEXY RUBY FRAGRANCE, image 1

MICHAEL KORS SEXY RUBY FRAGRANCE, image 2

01 / 02

MICHAEL KORS SEXY RUBY FRAGRANCE

Fashion & Fragrance

11

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 1

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 2

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 3

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 4

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 5

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 6

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 7

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 8

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 9

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 10

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 11

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 12

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 13

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 14

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 15

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 16

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 17

Tommy Hilfiger - Tommy & Tommy Girl Fragrances, image 18

01 / 18

Tommy Hilfiger - Tommy & Tommy Girl Fragrances

Fashion & Fragrance

12

CK COLOR, image 1

CK COLOR, image 2

CK COLOR, image 3

CK COLOR, image 4

CK COLOR, image 5

CK COLOR, image 6

CK COLOR, image 7

CK COLOR, image 8

CK COLOR, image 9

CK COLOR, image 10

CK COLOR, image 11

CK COLOR, image 12

CK COLOR, image 13

CK COLOR, image 14

CK COLOR, image 15

CK COLOR, image 16

CK COLOR, image 17

CK COLOR, image 18

CK COLOR, image 19

CK COLOR, image 20

CK COLOR, image 21

CK COLOR, image 22

CK COLOR, image 23

01 / 23

CK COLOR

Beauty & Cosmetics

13

SHU UEMURA CAMPAIGN 2014, image 1

SHU UEMURA CAMPAIGN 2014, image 2

01 / 02

SHU UEMURA CAMPAIGN 2014

Beauty & Cosmetics

14

Events

Spatial & event design

Pink draped lounge with flowers and mirrored walls

M·A·C Powder Kiss pop-up at Musinsa, Seoul

Product displays and campaign imagery across the retail space

Makeup stations with illuminated mirrors and pink curtains

Oversized pink lipstick sculpture with flowers

Guest experiencing the pink lounge installation

01 / 06

M·A·C Powder Kiss

Musinsa, Seoul

M·A·C Lustreglass installation with oversized lipsticks at K11

Campaign panel at the entrance to the pink and mirrored space

Illuminated mirrors, seating and campaign lightboxes

Circular product counter surrounded by mirrored columns

01 / 04

M·A·C Lustreglass — Hong Kong

K11, Hong Kong

M·A·C Lustreglass building wrap at Olive Young Seongsu

Central mirrored installation with oversized lipsticks and pink carpet

Campaign lightbox and mirrored product installation

Lustreglass product counter and circular mirrors

01 / 04

M·A·C Lustreglass — Seoul

Olive Young, Seoul

Selected clients

Michael Kors · Tom Ford · Calvin Klein · Zegna · Tommy Hilfiger · Donna Karan · Rimmel · Shu Uemura