Served as Creative Director for the Amazon-exclusive relaunch of Laneige’s highly anticipated From the Vault Lemon & Pear Lip Sleeping Mask. Partnered directly with the client to translate consumer insights, merchandising strategy, and Amazon business goals into a best-in-class launch campaign that balanced premium brand storytelling with performance-driven creative.

Led the end-to-end creative vision across cross-functional teams, establishing the visual strategy, guiding designers through concept development, providing creative direction and art feedback, and ensuring every customer touchpoint reflected both Laneige brand standards and Amazon's North America Stores. Acted as the primary creative partner for the client, presenting concepts, incorporating stakeholder feedback, aligning on launch priorities, and building trust throughout the development process.

The launch strategy was informed by the 2025 customer research for Laneige, which identified Lemon & Pear as one of the brand's most successful flavors. Creative focused on amplifying exclusivity, nostalgia, and urgency while clearly communicating Amazon as the exclusive destination for the exclusive release.