Estée Lauder x IU

Global Ambassador Campaign 2024

For the announcement of IU as Estée Lauder's global ambassador, we explored the idea of night as a beginning. Night symbolizes an end. We reframed it as an initiation, a threshold into a world where mystery and beauty converge, and where morning arrives full of possibility.

IU is one of South Korea's most beloved and culturally significant artists. She is a singer, songwriter, and actress whose influence extends far beyond music into fashion, film, and global pop culture. Her appointment as global ambassador was a significant cultural moment for the brand.

My involvement ran from early concept through final execution: creative deck, storyboard development, and full art direction across both the film and stills campaign. I worked closely with director Woogie Kim, the Estée Lauder team, and ROH House, the art department and set design studio. The campaign needed to feel like IU's world, not Estée Lauder's packaging of her. That distinction drove every decision. My focus was ensuring each space felt genuine, with lighting and atmosphere that reflected its specific moment in time. The stills had to feel cohesive with the film while also aligning to the broader global Double Wear campaign.