first care collection
First Care Activating Collection Launch
project type
360° creative
year
2026
my role
creative lead · production direction
client
sulwhasoo
OVERVIEW
First Care Activating Eye Serum Launch
FCAS is Sulwhasoo's hero serum franchise, expanded in 2026 with the launch of the new Eye Serum. The campaign paired an nfluencer-led hero film with a supporting lifestyle shoot, building a visual world richer than the launch budget alone would allow. I led the campaign end to end, from concept and on-set art direction through post-production. I then directed the full omnichannel rollout across paid media, brand site, Amazon, and Sephora, rebuilding Sephora's VMD graphic system from scratch along the way.
The Campaign Film
Influencer Campaign Film
A hero film and cutdowns featuring creators, shot within a focused production budget. Every frame was planned to stretch across paid, social, and retail. Role note: Led concept, on-set art direction, and post-production.
GLOBAL ADOPTION
The creative traveled
Every western market adopted the assets, a first for U.S.-produced work that historically followed global direction rather than setting it.
RESULTS
The creative traveled: every Western market adopted the assets, a first for U.S.-produced work that historically followed global direction rather than setting it.
Sephora VMD Refresh
Rebuilt Sulwhasoo's Sephora retail graphic system, establishing production standards and documentation while delivering store updates & omni-channel assets in partnership with HQ and retail stakeholders.
Lead Designer: Hayeon Gong / Design System Designer: Hyupjung Lee
CTV Launch & Interactive Experience
Delivered Sulwhasoo's CTV launch with multiple creative variations for A/B testing and an interactive before-and-after module, maximizing engagement despite platform and timeline limitations.
Lead Designer: Hayeon Gong
OMNICHANNEL ROLLOUT
Directed and managed end-to-end creative execution across paid media, brand site, Amazon, and Sephora.com, including design oversight, final asset production, and landing page design.
Lead Designer: Hayeon Gong
BEYOND LAUNCH
Contents Creation: Designed for Long-Term Impact
Overseeing every phase of development, from talent sourcing and production to creative direction, post-production, and final execution, I guided the campaign into a scalable system of social, evergreen, and promotional content that continues to evolve beyond launch. The collection continues to expand, with new additions arriving this October.
