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. Contrary to the common belief that 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.

I set the art direction for both the film and stills, working closely with director Woogie Kim, the Estée Lauder team, and ROH House, the art department and set design studio. 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.

In addition to art direction, I developed the creative deck, lightbox mockups, and contributed to storyboard development throughout the project.