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This campaign redefined Sulwhasoo’s science-driven skincare as a form of art — where 60 years of ginseng heritage meets elevated performance. Blending holistic philosophy with cosmic elegance, we crafted a narrative that positions beauty not just as effectiveness, but as a work of art against time.

ABOUT

It’s not just skincare — it’s science refined into emotion, and tradition elevated into visual poetry.

CONCEPT

Sulwhasoo

Artistry of Science

Project Details

Client

Sulwhasoo

Year

2024

Role

Art Director
3D Designer
Motion Lead

This Sulwhasoo campaign reframed skincare as an elevated form of artistry born from science — celebrating 60 years of ginseng heritage and deep formulation know-how.
Rooted in a holistic philosophy, the creative direction moved beyond technical claims, unlocking a poetic narrative where ultimate performance becomes beauty against time.
Visually, we merged celestial elegance with bold typography, symbolizing the harmony of nature, science, and timeless self-care.

The visual device, the Golden Ratio, elegantly merges science and art by showcasing the harmonious balance between proportions and aesthetics. Representing the pinnacle of scientific understanding, this ratio also embodies a timeless sense of beauty, guiding the viewer’s eye and enhancing the product’s appeal. Complementing this, the device also linking back to our regional visual, making the whole campaign being cohesive through and through

Inspired by contemporary display art, the KV product is showcased on a stylized pedestal to emphasize its artistic qualities. Behind it, the visual element of the golden ratio serves as a backdrop, representing the pinnacle of scientific achievement and guiding the viewer’s focus to the product.

I also crafted a tailored PR kit to extend the campaign's story across influencer and media touchpoints.

PR KIT

The PR Kit comes in the shape of an artistic stage of science to resonate  with the campaign's visual language.

The kit will be sent to KOLs to try before the main event. KOLs will be invited to test  efficacy on their skin later on.

When the stage (the box), the ginseng root will be revealed with the lighting effect, serving as the star of an artistic performance of science.

A 3D stunt visual was created as part of the campaign rollout, adding depth and impact to the product narrative.

STUNT

The 3D stunt was built around a simple yet powerful transformation concept — the product turning raw, rugged surfaces into smooth beauty, echoing Sulwhasoo’s skin-rejuvenating essence.
Using bold scale and cinematic composition, the product was visualized as a sculptural force of refinement — anchoring the brand in both heritage and high-performance elegance.