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Let's Work Together!

Work

About

let’s work together!

Jessie Sun Lee

Jessie Sun

Always On Content

PROJECT OVERVIEW
PROJECT OVERVIEW

The work that kept the feed moving between launches. Texture, lifestyle, and visual experiments made with whatever the day allowed.

PROJECT TYPE
PROJECT TYPE

Content Creation

YEAR
YEAR

2026

MY ROLE
MY ROLE

Art Director, Creative Producer

CLIENT
CLIENT

Multiple Brands

The In-Between

Not every shoot needs a full concept deck. A lot of this came from spare minutes between other shoots during my time as Head of Design at Amorepacific, where tight budgets were less a constraint and more a permanent roommate. So things got made the resourceful way, fast, smart, and often with whatever was already on set. There are a few AI experiments in the mix too, more on that in the gallery below.

Texture Earned Its Close-up

Texture Earned Its Close-up

Water, foam, cream in motion, shot to make you feel it before you touch it.

Water, foam, cream in motion, shot to make you feel it before you touch it.

ai-assisted · stills & video

ai-assisted · stills & video
The Boundary I Kept Testing

The Boundary I Kept Testing

The Boundary I Kept Testing

Explored carefully, tool by tool: Adobe Firefly, ChatGPT, Higgsfield. A hand swapped here, a mood shifted there, a still turned into motion. Never meant to replace the shoot, just to see how far an asset could stretch without losing what made it real.

Explored carefully, tool by tool: Adobe Firefly, ChatGPT, Higgsfield. A hand swapped here, a mood shifted there, a still turned into motion. Never meant to replace the shoot, just to see how far an asset could stretch without losing what made it real.

Not enough time or budget for a full motion shoot, so the original texture got a touch of movement instead. Retouching still very much required, especially around the label, disclosure rules being what they are. For now.

Not enough time or budget for a full motion shoot, so the original texture got a touch of movement instead. Retouching still very much required, especially around the label, disclosure rules being what they are. For now.

The original hand was over-retouched. So I reshot my own, let AI refine it. It's real, technically, and I still went back and forth on whether that counts as authentic enough to use. Didn't end up using it. What do you think, too much or fine?

The original hand was over-retouched. So I reshot my own, let AI refine it. It's real, technically, and I still went back and forth on whether that counts as authentic enough to use. Didn't end up using it. What do you think, too much or fine?

Off the Shelf, Into a Life

Off the Shelf, Into a Life

Product out in the world, or something close to it. A few millimeters of jewelry, a jar of cream, all shot to feel less staged than they were. A handful of studio still lifes snuck in here too, they just behaved themselves too well to get their own section.

Product out in the world, or something close to it. A few millimeters of jewelry, a jar of cream, all shot to feel less staged than they were. A handful of studio still lifes snuck in here too, they just behaved themselves too well to get their own section.

when digital joined the team

when digital joined the team
Up 20% Since

Up 20% Since

The digital team merged into mine, promo included. Output's up 20% since.

The digital team merged into mine, promo included. Output's up 20% since.

Digital Promo: The Samples Nobody Usually Bothers With

Digital Promo: The Samples Nobody Usually Bothers With

Mini sample sets, the kind most brands shoot on autopilot. These didn't get that treatment. Turns out the smallest assets can still be the best-looking ones.

Mini sample sets, the kind most brands shoot on autopilot. These didn't get that treatment. Turns out the smallest assets can still be the best-looking ones.

Making the Budget Work

Making the Budget Work
The Part I Didn’t Expect to Like

The Part I Didn’t Expect to Like

Tight budgets meant I couldn't just direct. I had to produce too: sourcing photographers, stylists, talent, retouchers, and sometimes becoming the retoucher, or the hand model, myself when the numbers called for it. With Jay Large Studio as a trusted partner in the process, I negotiated rates, built timelines, managed invoices and contracts, tracked production needs across teams, and kept the work moving through post and release. It was stressful, spreadsheet-heavy, and not exactly the part I expected to enjoy. But somewhere between the budget math, cold emails, and quality control, it started feeling less like a grind and more like a game I kept wanting to win. Turns out I'm good at this part too, and I liked beating the odds more than I'd admit at the time.

Other Projects

Other Projects

Sulwhasoo First Care Collection

360° Creative Direction

Sulwhasoo Ginseng Collection

360° Creative Direction

Sulwhasoo UV Cushion

360° Creative Direction