Innisfree 'The New Isle'
2023 • Social Media, Installation
Role: Content Producer, Content Director
Client: Innisfree
Agency: Dot Slash Dash
Social Media
In-store Installation
Social Media Event Promotion
Challenge
Launched in 2009, Innisfree has been the No. 1 skincare brand of South Korea, expanding its popularity to the global market. Over a decade, the brand has positioned naturalism and Jeju Island at its core, with a big-name celebrity as a long-running brand model & ambassador.
In 2023, Innisfree underwent a major rebrand, shifting its core from Jeju and one ambassador to a virtual island, "The New Isle," and completely removing big-name celebrities from its image.
Before their new flagship store opening, the brand sought a way to showcase its new brand core identity in the store, and collaborated with Dot Slash Dash, a next-generation social media platform where aesthetic user-generated content thrives.
Approach
The main goal was to show the harmony between The New Isle and ordinary people. To have store visitors immersed in this visual, I aimed for a POV video of the scenery in The New Isle.
I extracted 3 keywords from Innisfree's new core identity: energetic, nature-loving, and sustainable. Attaching these three words to "life," Dot Slash Dash held an event where people could upload their slices of energetic, nature-loving, or sustainable lives.
Starting with the process of searching for and capturing natural landscapes that align with The New Isle, I integrated nature's scenery with user-generated content from Dot Slash Dash. For a cohesive narrative and immersion, I added the motion and pacing of each video as if they were a living entity of the island.
Achievement
By weaving together human experiences and natural environments, the video successfully embodied a sense of organic continuity.
With this campaign, I secured the year's biggest deal for Dot Slash Dash through meticulous communication and a clear vision.
The client evaluated this campaign as a successful bridge to Innisfree's new direction, positioning The New Isle as both a literal and a metaphorical space for discovery, vitality, and harmony with nature.