concentrated ginseng collection
Flagship Campaign: Concentrated Ginseng Collection
project type
360° creative direction
year
2025
my role
Creative Lead, Production
client
Sulwhasoo
CONTENT STORYTELLING
Bringing the Story of Ginseng to Life Through Ava Lee
Led the end-to-end development of Ava's content journey, serving as the bridge between the production agency, HQ, and U.S. teams. From concept development and location scouting to subtitle translation, post-production, and final delivery, the series brought Sulwhasoo's ginseng story to life through farm visits, research labs, ingredient innovation, and a farm-to-table culinary experience. The content ecosystem generated over 350K sessions across owned channels while naturally integrating product education and cross-sell moments. https://us.sulwhasoo.com/pages/ava-roots-of-beauty
EPISODE 1
GET READY WITH AVA
Ava begins her return with a Get Ready With Me ritual, indulging in Sulwhasoo’s Concentrated Ginseng Rejuvenating Cream to revive post-flight skin and awaken her glow.
EPISODE 2
Ginseng Hunters & Jackpot Roots
Ava ventures into Korea’s mountains with seasoned ginseng hunters in search of rare, untouched wild ginseng, long revered as a symbol of vitality and longevity.
PERFORMANCE IMPACT
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.
EPISODE 3 & 4
On Sulwhasoo’s ginseng farm, Ava witnesses how ginseng is cultivated into skincare powerhouses through years of research, fermentation, and over 500 quality checks. Every root is nurtured with the same care it will one day bring to skin. At the end of her visit, she takes a harvested root with her to the lab, where she watches its transformation into skincare.
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.
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.
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
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.
