Jessie Sun
Sulwhasoo First Care Mist Launch
PROJECT OVERVIEW
PROJECT OVERVIEW
Introducing the New Mist: Expanding the Collection
PROJECT TYPE
PROJECT TYPE
360° Creative Direction
YEAR
YEAR
2026
MY ROLE
MY ROLE
Creative lead · Production direction
CLIENT
CLIENT
Sulwhasoo
The Concept
Sound as Texture
A sensorial mist ritual that turns the sound of spray, the movement of particles, and the touch of hydration into one immersive skin experience. Ritual, reframed through mist: where sound becomes texture, and hydration is felt before it is explained. VISUAL DIRECTION An intimate, textural visual language shaped through bright studio light, delicate gestures, product movement, oil-and-water mixing, fine mist particles, and dewy skin. From bottle shake to mist application, each frame captures hydration in motion as a tactile moment of glow.
A sensorial mist ritual that turns the sound of spray, the movement of particles, and the touch of hydration into one immersive skin experience. Ritual, reframed through mist: where sound becomes texture, and hydration is felt before it is explained. VISUAL DIRECTION An intimate, textural visual language shaped through bright studio light, delicate gestures, product movement, oil-and-water mixing, fine mist particles, and dewy skin. From bottle shake to mist application, each frame captures hydration in motion as a tactile moment of glow.
MY ROLE
Turning Fragmented Needs Into One Shoot Plan
I led the visual direction from concept through post-production, while aligning digital, paid media, and trade needs into one cohesive shoot plan. By connecting each team’s requirements early in the process, I helped build a more efficient production system that delivered cohesive, channel-ready assets across every touchpoint.
I led the visual direction from concept through post-production, while aligning digital, paid media, and trade needs into one cohesive shoot plan. By connecting each team’s requirements early in the process, I helped build a more efficient production system that delivered cohesive, channel-ready assets across every touchpoint.
PROOF ON SKIN
Key Messaging & Clinical Results
I shaped the key messaging around visible proof: hydration, glossiness, and makeup adhesion shown directly on skin. By integrating clinical results into the macro beauty frame, the content made product benefits feel immediate, credible, and visually connected to the mist’s before-and-after makeup use.
I shaped the key messaging around visible proof: hydration, glossiness, and makeup adhesion shown directly on skin. By integrating clinical results into the macro beauty frame, the content made product benefits feel immediate, credible, and visually connected to the mist’s before-and-after makeup use.
BEFORE IT EVEN LAUNCHED
BEFORE IT EVEN LAUNCHED
A US Point of View, Adopted Globally: Requested for Canada and the UK
A US Point of View, Adopted Globally: Requested for Canada and the UK
A US Point of View, Adopted Globally: Requested for Canada and the UK
The response was strong enough that HQ requested the assets for official global use. Work built for one market went out to all of them.
The response was strong enough that HQ requested the assets for official global use. Work built for one market went out to all of them.
Concept to Checkout
Sephora Gondola Refresh
Adding the Mist meant rebuilding the First Care bay across four gondola types in roughly 40 Sephora doors, and reorganizing what sat on the shelf while we were in there. I worked across HQ, trade marketing, and Sephora's own marketing team to align it, then directed my designer through renderings, graphics, and final print ready files. Credit: Lead Designer: Hayeon Gong
Adding the Mist meant rebuilding the First Care bay across four gondola types in roughly 40 Sephora doors, and reorganizing what sat on the shelf while we were in there. I worked across HQ, trade marketing, and Sephora's own marketing team to align it, then directed my designer through renderings, graphics, and final print ready files. Credit: Lead Designer: Hayeon Gong
Full Funnel, One Page
First Care Franchise Landing Page
The franchise strategy as a scroll: philosophy, then layering education, then clinical proof and shoppable modules that build multi-product baskets. Credit: Design Support: Hayeon Gong
The franchise strategy as a scroll: philosophy, then layering education, then clinical proof and shoppable modules that build multi-product baskets. Credit: Design Support: Hayeon Gong
Upper and Lower Funnel
Paid Media Built to Convert
Three angles: clinical results, ingredient story, and campaign film, cut for traffic and conversion separately. Lead Designer: Hayeon Gong
Three angles: clinical results, ingredient story, and campaign film, cut for traffic and conversion separately. Lead Designer: Hayeon Gong
Built for Range
Social & Launch Assets
Sensorial video, product stills, model and application shots, before and after, all from one session on a very limited budget. Cut for both use cases the marketing team needed to land: skincare mist on bare skin, setting spray over makeup. I led it end to end, from concept and production through post and release.
Sensorial video, product stills, model and application shots, before and after, all from one session on a very limited budget. Cut for both use cases the marketing team needed to land: skincare mist on bare skin, setting spray over makeup. I led it end to end, from concept and production through post and release.
