FRole: Senior Creative / Art Director
Scope: Multi-channel launch campaign (US market entry)
Output: OOH, campaign visuals, sampling, influencer and content rollout

For Skin1004’s entry into the U.S. market, I worked as part of the creative team shaping and delivering a multi-channel launch campaign designed to drive awareness and footfall to the brand’s New York flagship store.

A key challenge was balancing the brand’s Korean skincare heritage with the need to feel relevant and distinctive within a saturated Western market. The creative needed to cut through quickly, while maintaining the calm, ingredient-led identity that defines the brand.

The campaign followed a two-phase approach. The first focused on product, placing Centella Asiatica at the centre of the messaging to build clarity and trust. The second introduced a softer, more emotive visual language, connecting the product story to real people, routines and environments.

I contributed to the development and rollout of the campaign across Out-of-Home, sampling and influencer-led touchpoints, helping translate the strategy into clear and consistent visual outputs. Large-scale placements across New York including Times Square, subway takeovers and murals were designed to establish immediate presence and visibility.

Alongside this, I supported artwork direction and production across campaign assets, ensuring consistency across physical and digital environments. I also contributed to the creative direction for a new campaign shoot, developing imagery that felt modern and sensory while staying true to the brand’s origins.

The result was a cohesive launch that balanced heritage with modernity, and awareness with real product experience, helping position Skin1004 confidently within a new market.