For the Australian launch of JOICO LumiShine, the goal was an image series relevant to the local market: Easy, relaxed glamour loved and wanted by Australian women. The MDIVISION team peeled back the often over processed aesthetic from global and delivered fresh, fashion forward assets with a focus on the soft colour enhancements and high luminosity of LumiShine. The campaign was lauded by global head office as a fresh, innovative directive for the brand.