This campaign was the first iteration of the First at SEPHORA franchise which targeted the trendy, hyper-engaged client. To engage this consumer we created a bold, fomo-inducing brand expression based on beauty memes and hype culture. This campaign was featured in print and digital advertising as well as addressable TV. I was the Art Director on this project from concept to delivery. Primary photography by Jeon Seung. Supporting photography by Rob Prideaux. Creative direction by Boyoung Lee, Susan Park, and Tessa Lund. Starring Camila Morrone.
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