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 Strategy
Positioned KOSÉ’s Japanese heritage as the core differentiator, shifting focus from features to authenticity.
Emotional & Sensory Design
Created a visual system with soft anime gradients and ambient motion to evoke “cozy” Japanese wellness moments.
Story-Driven Architecture
Framed skincare as a daily ritual, using self-care narratives aligned with Japanese wellness to build trust and affinity.
WHAT I DID
Strategy & Creative Direction
Led the creative vision (campaign visuals, rollout, and visual system), ensuring every design reinforced brand positioning and business goals.
Cross-Functional Team Management
Aligned content with the Cozy Corner narrative, storyboarded concepts, and directed videography and talent for natural, inviting moments.
Mobile-First Multichannel Execution
Crafted seamless journeys across microsite, social, and roadshow CTAs, delivering mobile-friendly “cozy pauses” via quizzes, animations, and assets.
Stakeholder Management & Creative Direction
Directed the aesthetic shift from lo-fi anime to “Suzume” visuals, guiding talent and production teams to maintain creative quality and strategic consistency.
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.
