pop launch (art direction)
Creative Direction · Art Direction This campaign was developed to launch POP Beauty’s debut product: a high gloss lip oil inspired by early 2000s aesthetics. The visual identity draws from the vibrant, expressive energy of the Y2K era while maintaining a clean and contemporary finish. Project Scope My responsibilities included: • Concept development and creative direction • Art direction and set styling • model coordination • Prop sourcing and visual merchandising Each element; from wardrobe and props to lighting and model expression, was curated to emphasize color, texture, and personality, aligning with the brand’s vision of expressive and fun beauty. The goal was to position POP Beauty as a playful, bold, and youth-driven brand, while elevating the product through strong visual storytelling and cohesive art direction. The imagery was mainly designed for digital marketing across social media, e-commerce, and future campaign usage.