Client LG Household & Health Care (U.S.)
Category Social Content
Role Producer, Prop Stylist, Art Direction Assistant, Client Relations
Model Photography Hai Ngo
Model Photography Iason Sarris
Product Photography Natalia Moena
Product Photography Gini Lavore
Retouching Nadia Selander
Makeup Mark Phong
Models Bailey Hornacek, Glossy, Yun Gao, Valbona Bakiu, Juliana Kadina, Ebony J, Tenz, Fatima
Born from the streets of Seoul teeming with urban life, VDL wants to be a fearless cosmetics brand that pushes the boundaries of the beauty industry through high tech makeup. VDL makeup was created "for the dreamers by the dreamers."
However the brand's content from HQ in Korea did not embody this mission. For VDL’s launch in the U.S., the K-Beauty brand wanted content and experiential activations that would position it as a creative, disruptive leader among its competitors and appeal to a US audience.
I worked closely with the Art Director to develop a creative strategy for VDL with the goal of targeting a millennial American audience for their Instagram and ecommerce site. I oversaw every bi-monthly photo shoot's shot list to ensure it was consistent with the concept, presenting alternative ideas when needed and offering hands-on creative support on-set. I'm very hands-on: cutting paper, making swatches, handling products and props or managing photo equipment. Our activations resulted in 500+ publications, 1.5M social impressions, and 100K in engagement for the brand. Both experiential activations and social assets resulted in 200%+ growth in Instagram followers, and 72% growth in Facebook followers.