Amid digital noise, KOSÉ needed a campaign that offered users a moment to pause. As Art Director, I led the creative vision and design strategy for the Cozy Corner microsite, using warm visuals and soothing motion design to turn everyday digital moments into a space for rest and discovery.
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 & Build Trust
Correct misconceptions about KOSÉ’s origins and halal safety.
Boost Awareness & Traffic
Launch the SEKKISEI UV & Brightening range in a crowded market while driving roadshow traffic.
Engage Mobile Audiences
Segment 25–35 (awareness) and 35+ (conversion), leveraging mobile-first, Japan culture-leaning audiences.
CREATIVE APPROACH & ART DIRECTION
Cultural-First Positioning
Anchored the campaign in KOSÉ’s Japanese heritage, shifting the narrative from product features to authenticity and trust.
Emotional & Sensory Visual Language
Soft anime-inspired gradients and ambient motion evoke cozy Japanese wellness moments.
Ritual-Led Storytelling
Reframed skincare as a daily self-care ritual, using culturally rooted narratives to build emotional and long-term brand connection.
WHAT I DID
Strategy & Creative Direction
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Defined visual language and campaign rollout.
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Ensured all designs reinforced brand positioning and business goals.
Cross-Functional Team Management
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Storyboarded concepts, directed videography, and aligned copy, production, and talent teams.
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Guided aesthetic pivot from lo-fi anime to “Suzume”-inspired visuals.
Mobile-First Multichannel Execution
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Seamless journeys across microsite, social, and roadshow.
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Interactive quizzes, animations, and educational assets optimised for mobile.
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
Huge surge in user engagement, signaling brand resonance.
145%
TRAFFIC ROI
Increased footfall to roadshows with interactive, educational content.
BRAND REPOSITIONING SUCCESS
Addressed misconceptions while boosting cultural affinity.
OPERATIONAL EXCELLENCE
Delivered full creative development under a compressed 2-week pivot timeline.
A PIVOT WELL PLAYED
Pivot with Cultural Intelligence
Quickly adapting to trending “Suzume” visuals strengthened consumer connection.
Creative Leadership Under Pressure
Owned end-to-end strategy, team alignment, and phased MVP rollout tied to KPIs, without compromising quality.
Key Takeaway
Rapid, insight-driven pivots grounded in cultural relevance deliver stronger brand affinity; early engagement metrics informed animation pacing and storytelling refinements.
