Jessie Sun
Sulwhasoo Ginseng Collection
PROJECT OVERVIEW
PROJECT OVERVIEW
Flagship Campaign: Concentrated Ginseng Collection
PROJECT TYPE
PROJECT TYPE
360° Creative Direction
YEAR
YEAR
2025
MY ROLE
MY ROLE
Creative Lead, Production
CLIENT
CLIENT
Sulwhasoo
The Concept
From Root to Ritual: Heritage Through a Creator Lens
A creator-led documentary series following Ava’s journey through Korea, from ginseng farms and research labs to personal beauty rituals. The series brought Sulwhasoo’s ginseng heritage into a more personal content format, making the brand’s story feel cultural, educational, and easy to follow. I led the end-to-end development of Ava’s content journey, partnering with HQ, U.S. teams, and the production agency from concept and scouting to subtitles, post-production, and final delivery.
A creator-led documentary series following Ava’s journey through Korea, from ginseng farms and research labs to personal beauty rituals. The series brought Sulwhasoo’s ginseng heritage into a more personal content format, making the brand’s story feel cultural, educational, and easy to follow. I led the end-to-end development of Ava’s content journey, partnering with HQ, U.S. teams, and the production agency from concept and scouting to subtitles, post-production, and final delivery.
EPISODE 1
Arrival: The Journey Begins
Ava’s arrival in Korea opened the series through a personal GRWM ritual and reflections on returning. My goal was to naturally introduce Sulwhasoo’s hero products early in the journey, before later episodes shifted more toward heritage and research. This helped connect product ritual to the larger story while supporting strong engagement and sales.
Ava’s arrival in Korea opened the series through a personal GRWM ritual and reflections on returning. My goal was to naturally introduce Sulwhasoo’s hero products early in the journey, before later episodes shifted more toward heritage and research. This helped connect product ritual to the larger story while supporting strong engagement and sales.
EPISODE 2
Origin: The Ginseng Hunt, In Search of Ginseng
As Sulwhasoo’s signature ingredient, ginseng became the natural starting point for the heritage story. My goal was to move beyond ingredient education by exploring ginseng’s cultural meaning in Korea through real simmani, traditional wild ginseng hunters. Their search helped turn a core brand ingredient into a more human story of heritage, discovery, and authenticity.
As Sulwhasoo’s signature ingredient, ginseng became the natural starting point for the heritage story. My goal was to move beyond ingredient education by exploring ginseng’s cultural meaning in Korea through real simmani, traditional wild ginseng hunters. Their search helped turn a core brand ingredient into a more human story of heritage, discovery, and authenticity.
PERFORMANCE IMPACT
PERFORMANCE IMPACT
350K+ Sessions. +50% Cream. +17% Collection.
350K+ Sessions. +50% Cream. +17% Collection.
350K+ Sessions. +50% Cream. +17% Collection.
160+ video assets, 60+ CRM emails, 32 retail locations, all within a three-month window. Reach climbed +231% YoY on Meta and +325% on TikTok.
160+ video assets, 60+ CRM emails, 32 retail locations, all within a three-month window. Reach climbed +231% YoY on Meta and +325% on TikTok.
EPISODES 3 & 4
From Farm to Science
The story continues from the ginseng farm into the research lab, showing the time, care, and precision behind Sulwhasoo’s signature ingredient. My goal was to connect heritage with modern skincare science by highlighting Sulwhasoo’s long-standing ginseng research, proprietary technology, and rigorous quality standards. From cultivation to testing and extraction, these chapters showed how only carefully validated ginseng can move forward into product innovation and ritual.
The story continues from the ginseng farm into the research lab, showing the time, care, and precision behind Sulwhasoo’s signature ingredient. My goal was to connect heritage with modern skincare science by highlighting Sulwhasoo’s long-standing ginseng research, proprietary technology, and rigorous quality standards. From cultivation to testing and extraction, these chapters showed how only carefully validated ginseng can move forward into product innovation and ritual.
PAID MEDIA EXCELLENCE
Reached 50% of the Total In-Market Audience
Creator-led content exceeded awareness goals, reaching half of the 8.7M target audience while delivering 102% of the campaign reach objective. Continuous A/B testing helped optimize creative performance across platforms.
Creator-led content exceeded awareness goals, reaching half of the 8.7M target audience while delivering 102% of the campaign reach objective. Continuous A/B testing helped optimize creative performance across platforms.
DIGITAL INNOVATION
CTV Launch: 99% Video Completion. 25% Above Attention Benchmark.
Launched Sulwhasoo's first CTV campaign, reaching 368K households and generating 2.3M impressions. Introduced performance-led A/B testing and interactive experiences, achieving a 99% completion rate and an attention score 25% above benchmark.
Launched Sulwhasoo's first CTV campaign, reaching 368K households and generating 2.3M impressions. Introduced performance-led A/B testing and interactive experiences, achieving a 99% completion rate and an attention score 25% above benchmark.
BRAND EXPERIENCE
Guggenheim Gala & Digital Launch
Supported creative development for the Guggenheim Gala, including asset reviews and event materials. Designed and launched the landing page in just 48 hours, from design through QA. https://us.sulwhasoo.com/pages/skin-longevity-symposium
Supported creative development for the Guggenheim Gala, including asset reviews and event materials. Designed and launched the landing page in just 48 hours, from design through QA. https://us.sulwhasoo.com/pages/skin-longevity-symposium
Rebuilding the Collection on Amazon
A full A+ redesign; Sulwhasoo's Amazon channel grew 39%.
Lead Designer: Hyupjung Lee
CONTENT CREATION
From Evergreen Assets to High-Performing Social Content
Built a scalable library of evergreen and promotional assets while continuously testing new content formats. ASMR videos made on a very limited budget emerged as standout performers, proving that strong creative ideas can outperform larger productions.
Built a scalable library of evergreen and promotional assets while continuously testing new content formats. ASMR videos made on a very limited budget emerged as standout performers, proving that strong creative ideas can outperform larger productions.
