Innisfree The New Isle
2023 • Social Media, In-Store
Content Producer, Content Director
Responsibilities
• Developed the social media campaign promotion, and finishing content idea.
• Created and pitched the proposal and communication documents.
• Managed production budgets and scheduling.
• Section 1: Assembled UGC footage, copywrote, editing, motion graphics.
• Section 2: Directed a production team, location scouting, editing, color grading.
Client Innisfree
Agency Dot Slash Dash
Goal
Showcase the whole brand-new identity
Global skincare brand Innisfree recently has gone through a major rebrand, and was preparing to open a flagship store in Seongsu, often called the “Brooklyn of Seoul.” Upon celebrating it’s new brand core value, Innisfree wanted to have a social media campaign and a video for in-store LED.
Launched in 2009, Innisfree has been the No. 1 skincare brand of South Korea. 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 shifted its core from Jeju and an ambassador to a virtual island, "The New Isle," and completely removing big-name celebrities from the brand.
In the way of seeking a way to showcase its new brand core identity in the store, they collaborated with Dot Slash Dash, a next-generation social media platform where aesthetic user-generated content thrives.
Social Media Event Promotion (UGC / English subs)
Approach
Showcase the real life that Innisfree pursue
For the social media event, I identified three keywords from Innisfree's new core identity: energetic, nature-loving, and sustainable. Dot Slash Dash then created an event inviting users to share their own slices of life that reflected these qualities.
The event generated a large volume of user-generated content, which I transformed into a floating organism-like element in "The New Isle". This approach visually brings the harmony between "The New Isle" and everyday life. To immerse store visitors in this visual world, I developed a POV-style video capturing the island's scenery and atmosphere.
The production process began by researching and filming natural landscapes that aligned with "The New Isle," then carefully designing the movement and pacing of each POV shot. Eventually, two very different types of video, UGC and nature scenes, were integrated and gave an organic rhythm that made the entire video feel like a living part of the island.
Achievement
Everyone's full life became the brand's new representation
Dot Slash Dash's social media event succeeded in generating approx. 2,300 UGC and applying it to the social media campaign and flagship store. 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. The final video came out with a completely new visual direction from what Innisfree has been pursuing. By weaving together human experiences and natural environments, the video was assessed as successfully embodying a sense of organic continuity.
