When Laneige needed to launch their cult-favorite Lip Sleeping Mask at Sephora's biggest beauty event, they needed more than a booth—they needed a moment. As creative lead and writer on the pitch, I developed three distinct campaign worlds: Sweet Dreams, Beauty Prism, and Lip Service. They chose Lip Service, and we brought it to life.

The experiential was fully Instagrammable by design: attendees customized their own Lip Sleeping Mask on-site—choosing a flavor, lid color, and sticker to make it theirs—surrounded by a holographic wall, neon signs, and life-size jars that were basically begging to be photographed. As one of only two K-Beauty skincare brands in the entire event, Laneige didn't just show up. They showed out.