Translating a Korean brand's ethos to a US audience.
VDL Cosmetics (Shiseido Group) is a K-Beauty Brand aimed at being for dreamers and go-getters who want timeless beauty with a slight edge. VDL sought Reflexgroup's help in creating content and experiential activations that would position it as a creative, disruptive leader among its competitors and appeal to a US audience.
With the Art Director's lead, I sourced props and assisted with prop styling (preparing swatches, placing product on-set, pouring product in-action. I also assisted with production for both US Launch activations: IPSY Gen Beauty + Pop up in Soho.
Creative Brand Strategy
Creative Director, Gini Lavore
Photographers, Hai Ngo; Natalia Moena; Iason Sarris
Makeup, Mark Phong