Necromancy Cosmetica
Proactive Campaign / Creative Direction / Concept / Copywriting / Generative AI
Belleza Inhumana
Necromancy Cosmetica is a Puerto Rican cosmetics brand made for people who find beauty outside the conventional.
Belleza Inhumana is a proactive campaign created to launch the fictional Inhumana Palette, transforming three creatures into the faces of an alternative beauty universe.
Built for a small local brand, the campaign favors big ideas over big budgets. Generative AI, tactile design and guerrilla executions come together to create a launch that feels cinematic, handcrafted and unmistakably underground.
The Line
From “¡Belleza Humana!” to Belleza Inhumana.
In Puerto Rico,“Belleza Humana” is a familiar way of greeting someone with warmth and affection. The campaign takes that culturally recognizable expression and pushes it somewhere stranger.
Belleza Inhumana flips a familiar idea of beauty into a celebration of everything unusual, nocturnal and impossible to categorize. Because in Necromancy’s world, you do not have to look human to look extraordinary.
The Idea
A beauty campaign for those who were never trying to fit in.
The Inhumana Palette is introduced through three creatures: La Sirena, La Polilla and El Murciélago.
Each represents a different form of beauty, with a distinct visual world, color story and mythology. Together, they turn the product launch into a monster menagerie built around self-expression, transformation and belonging outside the ordinary.
