Double Wear Cushion
For this launch, the challenge was creating something iconic but effortless. We kept the visuals sleek and minimal, letting the product do the talking. The tone was confident yet approachable, with a strong focus on the cushion’s performance and finish. IU’s presence brings an ease and relatability that perfectly matched the product’s “your-skin-but-better” promise. We shot in clean, controlled environments with soft tonal contrasts to elevate the product’s prestige without losing its everyday appeal. It was about capturing confidence – not through loudness, but through refinement and poise.
