Estée Lauder - Pure color envy
Confidence, in six new shades.
For Estée Lauder’s iconic lip franchise, we knew the product wasn’t the story — the wearer was.
What does it mean to wear confidence?
With a renewed focus on the APAC market, we crafted a lip campaign that felt cinematic, character-led, and emotionally resonant. Pure Color Envy became more than a product — it became an attitude.
Role: Art Director (Spring Studios)
Deliverables: Campaign concept · Messaging framework · Shade development storytelling
Focus: Global rollout with APAC-first insight
Result: Campaign franchise that repositioned Pure Color for a new audience
The Character —
We developed a high-wattage muse — composed, bold, and impossible to ignore. This wasn’t a traditional model shoot. It was a narrative arc, led by lipstick.
Turn It On
what we did
Developed a character-led campaign narrative • Created insight-driven storytelling framework • Aligned product messaging with emotional benefit • Designed visual tone rooted in cinematic portraiture • Helped reposition a core franchise globally
