In 2023, Innisfree underwent a major rebranding, expanding its brand universe beyond Jeju Island and introducing a new imaginary world called “The New Isle.” To translate this vision into the digital space, the brand collaborated with Dot Slash Dash, a next-generation social media platform where aesthetic user-generated content thrives. The campaign aimed to deliver Innisfree’s refreshed brand values to customers in a way that felt both immersive and relatable.

Over a three-week period, I curated and edited pre-existing videos on the platform to create promotional content around three core keywords, Energetic, Sustainable, and Nature-loving. These videos not only amplified the campaign’s hashtags but also effectively visualized Innisfree’s brand identity in an authentic and engaging manner.

The campaign extended beyond the platform as well. Videos that emerged from the event were further utilized to introduce The New Isle across Innisfree’s official social media channels and in the brand’s newly opened flagship store in Seongsu, Seoul, a district known as the city’s trendsetting hub.

To bring the imaginative concept of The New Isle to life, I scouted island-like locations and employed POV and drone shots, capturing visuals of users moving freely across open landscapes. This cinematic approach embodied Innisfree’s renewed values: energetic, nature loving, and sustainable life style, while strengthening the emotional connection between the brand and its customers.

Ultimately, the campaign bridged Innisfree’s past identity with its new direction, positioning The New Isle as both a literal and metaphorical space for discovery, vitality, and harmony with nature.