KYUNG-AH SON

Objective: Educate clients on sleep wellness and how to find the right nighttime solutions by skin concern to continue driving sales and build authority around Skincare at Sephora.

Solution: Successful by capturing in the moment actions and delivering creative with well rested skin, while keeping some fun energy by playing up icons with smears. Provided clear messaging and infographic around sleep to educate client with the importance of sleep.

Beauty
Photographer: Angelo Pannetta
Model: Mona Matsuoka

Still Life
Photographer: Inez Dieleman, Marissa Rocke
Prop stylist: Jocelyn Beaudoin, Jaimi

Objective: Make skincare approachable and fun to remind our clients that Sephora is the #1 place to learn about skincare products through Sephora’s community to provide solutions for her various skin concerns.

Solution: Storytelling around problem solution with creative that speak to recommendation from Sephora’s community friends who share their most valuable skincare holy grails. Added fun by iconifying each problem into stickers and using it as communication tools for the categories.

Photographer: Seung Hwan Jeon

Objective: Increase consideration for fragrance at Sephora for clients to think of Sephora during key (self-)gifting moments by showcasing Sephora’s unique fragrance assortment and fun, personal shopping experience.

Solution: Collaborated with artist Maggie Stephenson to create unique creative and storytelling for the fragrance category for year 2020. Incorporating fragrance in the everyday life.

Illustrator: Maggie Stephenson

Objective: Increase awareness around foundation to drive clients to believe that Sephora is her foundation destination with best assortments, tools and expertise to help her find the one she is looking for.

Solution: Planned creative to speak to and show a wide range of products and skin tones by casting truly diverse people. The energy feels very real, capturing authentic moments and feels very tactile with artistic smears used throughout the campaign.

Beauty
Photographer: Zoe Ghertner
Models: Shanelle Nyasiase, Aaliyah Hydes, Radhika Nair, Devon Aoki, Lucy Knell, Jocelyn, Kirsten Owen

Still Life
Photographer: Rob Prideaux
Prop Stylist: Nissa Quanstrom, Pakayla Rae

Objective: Drive traffic and continue to build awareness around Sephora’s hottest new brands through a video-first campaign for clients to see Sephora as the trusted curator for the must-know brands.

Solution: Casted top tier influencers to create fomo-evoking, engaging and approachable videos through clear communication of rising brands and products with close ups of makeup application and highlighting pay offs.

Models: Ryan Potter, Nabela Noor, Ashley Quiroz

Objective: Communicating the warm welcome of everyone for the holiday season and make aware Sephora is the best gifting destination that provides gifts for all types of loved ones, while reinforcing our brand value of diversity & inclusion and belonging to something beautiful..

Solution: Created a holiday campaign with diverse storytelling, featuring inclusion of different types of people, capturing authentic, engaging moments of interaction and emotions. This was paired with a touch of tactile, handcrafted charm to add sparks to the holidays to keep the festiveness.

Beauty
Agency: Wednesday

Still Life
Shoppable Video: Adrian & Gidi

Objective: Create new overall creative for the hair category. Drive traffic and awareness to hair at Sephora by making it easy for clients shop and navigate the best products that solve their biggest hair concerns with our new quiz buying guide.

Solution: Created unique visuals for the hair category with use of tactile paper texture with graphics that represent each of the hair concern.

Photographer: Marissa Rocke

Objective: Educate clients on why water is important for their skin and the various ways to restore water into the skin post holidays to get skin back into shape, to drive traffic.

Solution: Created thirst evoking visuals to better educate clients about the relationship between water and skin. Campaigned preformed highly and drove more traffic.

Beauty
Photographer: Matteo Montanari
Model: Sophie Koella

Still Life
Photographer: Kanji Ishii
Prop Stylist: Suzy Kim

Objective: Drive festival go-ers, trendy clients, hyper-engaged to see Sephora as a leader in hair and the go-to destination for festival beauty/trends.

Solution: Activation of festival colors and confetti integrated with activation of products.

Photographer: Marissa Rocke
Prop Stylist: Nissa Quantrom

Objective: Create oddly satisfying social videos with goop texture to better engage clients.

Solution: Successfully used products and smears to create oddly satisfying videos that spoke to the wide range of shades, which highly engaged clients. These were one of the top most viewed social videos.

Photographer: Rob Prideaux
Prop Stylist: Nissa Q

Objective: Campaign around innovations on highlighting to drive clients to stores.

Solution: Created aspirational visuals that clearly speak to the highlighting trend with want-to-have looks.

Beauty
Photographer: Lachlan Baley
Model: Sasha Luss

Still Life
Photographer: Kanji Ishii

Objective: Incorporate emotion in gifting and demonstrate that beauty can be gifted to anyone, ensuring we have the best gifts to choose from.

Solution: Campaign around love, family and sharing a moment such as the delight of unwrapping a present. Positioning Sephora as a one-stop shop. With a festive bow tied around a mud mask, she can gift her Mom a spa night at home together. Or, for that matter, her Dad, roommate, best friend, or younger sister. Because beauty is one size fits all, there’s a perfect gift of pampering, play, creativity, or care for virtually everyone at Sephora.

Photographer: Mikael Jansson
Models: Sasha Pivovarova, Lindsey Montero, Carmen Dell’Orefice, Ashley Graham, Madison Stubbington, Gabriel-Kane Day-Lewis, Do Byung Wook

Objective: Drive traffic by showing clients the value of priming and setting for them to achieve flawless skin.

Solution: Focus on the poreless, filtered look and enticing clients with the simple 3 steps of prime, cover and fix to get the flawless skin.

Photographer: Hyewon Kang
Model: Daphne Groeneveld

Objective: To drive traffic by introducing new discovery skincare of superfoods that our clients haven’t heard of yet.

Solution: Focusing on ingredient story in everyday life.

Beauty
Photographer:

Still Life
Photographer: Kanji Ishii
Prop Stylist: Suzy Kim

Objective: Continue to show clients why it’s worth it to shop at Sephora for prestige skincare by leaning in on what is IN our products – exceptionally potent skincare that is made with (re)discovered ingredients that are coupled with innovative techniques/technology.

Solution: The next generation of skincare innovations is here, and these products draw their power from natural resources. Reap the benefits of nutrient-rich ingredients that have been handpicked, air-dried, and cold-pressed to unlock exceptional potency and deliver maximum results. This is the innovation of modern beauty craftsmanship. These are the creams of the crop.

Photographers
Beauty: Seunghwan Jeon
Still Life: Travis Rathbone, Rob Prideaux

Prop Stylist: Susy Kim

Model: Kasia Struss

Objective: Build awareness around foundation at Sephora to make shopping experience for foundation feel less overwhelming to clients through social-first video series.

Solution: Captured candid and real moments to show product application and true payoffs, while heroing out products and communicating clear category messaging to help clients navigate through an easier and more simplified shopping experience.

Models:
Ryan Potter, Monica Veloz, Tennille Murphy, Carobi Parada

Objective: Demystify these procedures, credibly teach her, and make them attainable for her in-home. Lure skincare shoppers with our newest innovations in targeted concern skincare treatments.

Solution: For the first time ever, skincare that mimics the quality of a professional procedure is now available at home—without downtime. With our range of targeted treatments, you can upgrade your routine with disruptive skincare that won’t disrupt your life. The fact is, these products deliver real results. Say goodbye to empty promises and hello to beautiful skin.

Photographer: Richard Pierce
Prop Stylist: Nicole Sofer

Objective: Increase awareness around foundation to drive clients to believe that Sephora is her foundation destination with best assortments, tools and expertise to help her find the one she is looking for.

Solution: Indulgence on product texture and shades with heroic product focus.

Photography: Rob Prideaux

Campaign of double collaboration with K-pop stars 2NE1 and Chrome Hears. Designed Advertising, banners, catalogue and VIP invitation cards in poster format.

Convenient store rebranding. Designed all in store signage, out of store assets, brand guideline and business explanation conference.

Campaign around Britannia. Packaging, catalogue, give aways and VIP gifts.

Logo, catalogue, in-store, event design