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.
FINDINGS
Research showed that over 70% of Malaysian Muslims prefer skincare brands that align with halal values and ingredient transparency (Malaysian Institute of Economic Research). KOSÉ’s SEKKISEI range, with its kanji branding, is often mistaken for Chinese characters, creating cultural hesitation among a community that makes up 60% of the population.
![[INT] KOSÉ UV & Brightening Proposal.pptx.png](https://static.wixstatic.com/media/a969ed_5ca26566283b4ded89dba5b03809295e~mv2.png/v1/fill/w_490,h_276,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/a969ed_5ca26566283b4ded89dba5b03809295e~mv2.png)
CREATIVE APPROACH & ART DIRECTION
To address brand hesitation and reinforce KOSÉ’s Japanese heritage, I developed a visual approach rooted in calm, anime-inspired aesthetics. The goal was to create a digital experience that felt both familiar and aspirational to Malaysian audiences. By tapping into the local appreciation for Japanese culture, the campaign gently shifted perception while staying true to the brand’s identity.
The approach combined soft illustration, ambient motion, and tactile textures to slow down the user experience. A launch video using anime art direction helped present KOSÉ as unmistakably Japanese, while the microsite extended this tone with soothing animations, music, and a gentle quiz flow that deepened emotional engagement.
THE EXPERIENCE
CAMPAIGN LANDING PAGE
The Cozy Corner microsite was designed to slow users down. From soft gradients and anime-inspired art to ambient motion and intuitive flow, the experience invited users to pause, reflect, and explore KOSÉ’s UV & Brightening range. A short skincare quiz guided each visitor to their perfect match, with curated product suggestions and gentle storytelling.
Homepage
A calming intro video with soft gradients and a clear call-to-action inviting users to visit the roadshow
Mobile-First Approach
Clean, responsive layouts ensure a seamless experience vital for a predominantly mobile audience.
Interactive Quiz
The skincare quiz guides each visitor to personalized product suggestions with gentle storytelling.
MOBILE DESIGN
SOCIAL CONTENT AND PERFORMANCE MARKETING
On social, we kept things soft, but intentional. Scroll-stopping visuals mirrored the microsite’s look and feel, with tactile textures, cozy lighting, and lifestyle-led frames that prioritized warmth over urgency. Story ads teased the quiz. In-feed assets showcased the products in calm, aspirational settings. Our paid campaign strategy focused on Instagram and Meta platforms, targeting Muslim audiences in Malaysia, with messaging built around clarity, care, and calm.
Visual Consistency
Social visuals mirror the microsite’s aesthetics with tactile textures and cozy lighting.
Engagement Strategy
Story ads tease the campaign and promos, while in-feed assets showcase the products in aspirational, lifestyle-led frames.
Platform Focus
Paid campaigns on Instagram and Meta target Malaysian Muslim audiences with messaging built around clarity, care, and calm.
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 achieved a fantastic 145% increase, proving just how effective the campaign was at bringing visitors to the roadshow event!
ROLE
ART DIRECTOR
ART DIRECTION
Led the storytelling strategy to create a calm, inviting digital experience.
CROSS TEAM COLLABORATION
Collaborated with talents, videographers, account managers, and writers to align content with the creative vision.
CONTENT STRATEGY & EXECUTION
Developed a cohesive narrative across the microsite and social media, reinforcing the campaign message.
A PIVOT WELL PLAYED
Originally proposed with lo-fi, nostalgic anime-style visuals, the creative direction shifted when the client requested a look inspired by the newly released "Suzume". I saw the opportunity to stay culturally relevant, took the leap, and reworked the storyboards, mood, and tone without disrupting the timeline.
In under two weeks, I spearheaded full creative development from keyframes through 2D animation and post-production, then transitioned into content planning, directing talent, and shaping strategy before looping in the copywriter.
I single-handedly created all visual assets, design and performance ads, while continuing to handle other day-to-day responsibilities. This project reminded me that creative leadership isn't just about vision, it's about clarity, adaptability, and holding the creative center, even when everything shifts around you. Most importantly, it's also being able to PIVOT!
