sulwhasoo uv cushion
Launching Sulwhasoo's First UV Cushion
project type
360° creative direction
year
2026
my role
creative lead, production
client
Sulwhasoo
Overview
UV Cushion Launch
Sold out within weeks across Sephora.com and Sulwhasoo.com, delivering 20× higher views than typical campaign content.
CREATIVE DIRECTION
Influencer Campaign Film
Connected UV Cushion with the launch of First Care Activating Serum to create a cohesive skincare ritual. Led concept development, shoot direction, post-production, and design direction across campaign assets. Collection Film Director & Editor: Jeremy L. / Photographer: Josh D.
RESULTS
20× Higher Views Than Benchmark Content
The influencer campaign significantly outperformed typical social benchmarks, generating over 20× higher views than average campaign content and driving strong audience engagement. Collab Video Editor: Kyunghoon Ho / Lead Designer: Hyupjung Lee
Results
20× higher views than benchmark content and sold out across both channels within weeks.
RETAIL EXCELLENCE
Sephora Gondola Refresh
Led the annual Sephora VMD refresh, rebuilding the retail graphic system and modernizing visual standards across key in-store touchpoints. Lead VMD Designer: Hayeon Gong
A Sold-Out Exclusive Launch
Developed Sephora-exclusive creative across paid media, PDP, and social channels to drive awareness and conversion. Sold out within weeks, exceeding expectations.
Lead Designer: Hyupjung Lee
UV Cushion Holder
Partnered with Product Design and HQ to launch a new feature within a two-week development timeline.
Graphic Designer: Hayeon Gong / Design System Support: Hyupjung Lee / 3D Product Designer: Sophia Kim
Contents Creation
From Social Assets to Editorial Content
Beyond the launch, I built the collection's always on library: Social videos, evergreen contents and promotion assets, produced in volume on a lean budget. I led every step, from casting and concept through shoot, post-production, and final design delivery.
