Client LG Household & Health Care (U.S.)
Role Producer, Prop Stylist, Art Direction Assistant, Client Relations
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 and produce a kaleidoscope concept for VDL’s Ipsy Gen Beauty trade show booth at the Javits Center and Pop Up in Soho., contributing to key design elements. 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.