Sulwhasoo UV Cushion

PROJECT OVERVIEW

Launching Sulwhasoo's First UV Cushion

PROJECT TYPE

360° Creative Direction

YEAR

2026

MY ROLE

Creative lead, Production

CLIENT

Sulwhasoo

The Concept

Glow in Motion

A cushion story built around touch, movement, and everyday reapplication. From first layer to mid-day refresh, the film turns portable glow into an effortless modern ritual. Visual Direction: Bright, luxurious, playful. A cinematic white studio with dynamic angles, close-up application moments, and editorial framing to create energy, movement, and variety within a minimal space.

My Role

End-to-End Creative Lead

I led the project from concept through post-production, translating cross-functional team needs into campaign, digital, and product deliverables. The work spanned two shoots: a campaign film with talent and influencer content, and a product-only still life production that I owned end to end, from planning and budget negotiation to direction, post-production, and final delivery.

KEY MESSAGE

Designed to Move With You

The film highlights minimal white cast, portability, and flexible usage before makeup, over makeup, and throughout the day. Every shot was designed to make the cushion feel effortless, modern, and easy to carry into any routine. Credit: Video grapher: Jeremy L. / Photographer: Josh D., Kitae L., Kyungjoon Y. / Film Editor: Kyunghoon H.

Results

Sold Out. Socially Amplified.

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 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 on an extremely tight turnaround.

VMD Graphic Designer: Hayeon Gong / 3D Product Designer: Sophia Kim

Contents Creation: BEYOND LAUNCH

From Social Assets to Editorial Content

A U.S. led launch meant building an asset library from the ground up. Using the film’s white studio light, I created intimate, scroll-stopping imagery alongside ingredient macros that framed ginseng, mulberry, and science as luxury. I led the full process from casting and concept through production and delivery, producing at scale on a lean budget. Following the US launch, other Western markets requested the assets.