In a season of busyness and digital noise, KOSÉ needed a digital campaign that created a moment of exhale, a space where users could pause, and discover skincare in a calmer, more inviting way. As Art Director, I led the creative vision and design strategy for the Cozy Corner microsite, blending warm, tactile visuals with soothing motion design to transform everyday digital moments into an invitation to rest.
ROLE
Art Director
DURATION
6-Weeks Intergrated Campaign
PLATFORM
Digital-first with roadshow integration
REGION
MALAYSIA
PROCESS JOURNEY
OBJECTIVE & CHALLENGES
Build brand trust and drive product consideration during the competitive festive season
Clarify Brand Identity & Build Trust
Consumer misconception that KOSÉ is Chinese-owned, creating halal safety concerns among Muslim audiences.
Drive Awareness & Traffic During Peak Season
Launch SEKKISEI UV & Brightening range amid heavy competition, while steering qualified traffic to experiential roadshows across Klang Valley.
Engage Dual Demographics on Mobile
Audience segmentation for brand awareness(25-35) and conversions (35+), leveraging Malaysia’s 90% mobile usage and appreciation for Japanese aesthetics.
CREATIVE APPROACH & ART DIRECTION
Cultural-First Strategy
I positioned KOSÉ’s Japanese heritage as the core differentiator, shifting the narrative from product features to cultural authenticity.
Emotional & Sensory Design
Developed a visual system inspired by soft anime gradients and ambient motion. This created “cozy moments” that evoked Japanese wellness rituals rather than a direct product pitch.
Story-Driven Architecture
Framed skincare as a daily ritual: a “cozy corner” that builds trust organically. Messaging focused on self-care narratives aligned with Japanese wellness philosophy, addressing hesitation and fostering affinity.
WHAT I DID
Strategy & Creative Direction
Defined and steered the overarching creative vision, from campaign content strategy, rollout plan, and visual system, ensuring every design decision reinforced brand positioning and business goals.
Cross-Functional Team Management
Collaborated with the copywriter to align content Cozy Corner narrative, developed storyboards and directed the videographer and on-camera talent to capture natural, inviting moments.
Mobile-First Multichannel Execution
Designed a seamless user journey across microsite, social feeds, and roadshow CTAs. Ensured every “cozy pause” (interactive quiz, micro-animation, or static asset) was immediate and mobile-friendly.
Stakeholder Management & Creative Direction
Oversaw the aesthetic shift from lo-fi anime to “Suzume” visuals, maintaining strategic consistency. Directed talent, videographers, and production teams to uphold creative quality.
THE EXPERIENCE
CAMPAIGN LANDING PAGE
The Cozy Corner microsite served as the campaign's strategic centrepiece, designed to slow user engagement and build brand affinity through experiential storytelling.
Homepage
A calming hero video introduced calming visuals and brand heritage.
Mobile-First Approach
Responsive design catered to Malaysia’s mobile-first behavior.
Interactive Quiz
Personalized skincare recommendations paired with gentle education.
MOBILE DESIGN
SOCIAL CONTENT AND PERFORMANCE MARKETING
Developed comprehensive social content strategy maintaining visual consistency while adapting for platform-specific behaviors. Content framework balanced product education with lifestyle integration.
Visual Consistency
Soft, touch-friendly visuals and warm lighting created a recognizable “cozy” look.
Engagement Strategy & Optimization
Story ads and in-feed posts crafted for rapid engagement through visual storytelling.
Seamless Conversion Path
Seamless connection between social engagement and microsite conversion
CAMPAIGN RESULTS
761%
ENGAGEMENT ROI
We saw an incredible 716% boost in user engagement, showing a huge surge in interest for KOSÉ's products!
145%
TRAFFIC ROI
We saw an incredible 716% boost in user engagement, showing a huge surge in interest for KOSÉ's products!
BRAND REPOSITIONING SUCCESS
Addressed brand confusion through strategic cultural positioning, improving engagement and sentiment.
OPERATIONAL EXCELLENCE
Delivered full creative development within compressed timeline despite aesthetic pivot, demonstrating creative agility.
A PIVOT WELL PLAYED
Cultural Intelligence as Competitive Advantage
When the client requested a "Suzume"-inspired aesthetic shift from our planned lo-fi anime approach, I recognized that riding the trending anime's cultural moment would create a stronger consumer connection. In two weeks, I developed all creative assets while defining content pillars reinforcing warmth and trust.
Creative Leadership Under Pressure
With no roadmap and just two weeks to launch, I owned the full visual and strategic process: defined campaign objectives and content pillars, built a lean editorial calendar and rollout plan, crafted storyboards, directed the videographer and talent, and aligned with copywriters. I phased deliverables into clear MVPs tied to our KPIs to hit the deadline without sacrificing quality.
Key Learning
Rapid, insight-driven pivots grounded in cultural relevance deliver stronger brand affinity. During this campaign, I tracked early engagement metrics on our Suzume-inspired clips and fine-tuned animation pacing, an approach that’s now central to my strategic toolkit.
