Linkage Photoshoot Campaign
Overview: A creative photoshoot campaign developed for Fwee, a playful K-beauty brand known for its Lip Tint — celebrated for its airy texture, translucent colour payoff, and long-lasting stain. The campaign aimed to visually capture the product's lightweight qualities while amplifying Fwee's signature identity of individuality and self-expression.
Role: Art Director, graphic designer
Concept: Fwee Linkage explores the connection between color, personality, and play — the idea that lip colour is a form of identity. The visual direction embraced soft, dreamy aesthetics layered with pops of translucent colour to mirror the Lip Tint's unique airy finish.
Problem / Challenge: In a beauty landscape where most brands focus on looking prettier and promoting perfection, consumers who value authenticity feel unseen. They want makeup that doesn’t silence who they are, but amplifies it.
Solution: Dina (classmate) and I directed the shoot in collaboration with photographers from another program, focusing on translucency and lightness through diffused natural light, soft pastel backdrops, and close-up compositions to highlight the product's texture on skin.
Tools: Photoshop, Canva
