IU Global Ambassador Launch
Bringing IU into the Estée Lauder world was a big moment – not just because of her global influence, but because of the fresh, emotional connection she brings to beauty. My goal was to create visuals that felt intimate yet iconic, honouring her presence while aligning her with the timeless elegance of the brand. The campaign had to balance heritage and youthfulness, so we leaned into soft lighting, confident stillness, and quiet power. We intentionally avoided overly stylised looks, allowing her natural presence to shine through. This was about trust, grace, and timeless appeal – a true coming together of East and West in the most authentic way.
