VDL Cosmetics

Client  LG Household & Health Care (U.S.)

Category  Social Content

Year  2018

Role  Producer, Prop Stylist, Art Direction Assistant, Client Relations

Direction  ReflexGroup

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.