CellReturn
Brand, Campaign, and Website. Korean beauty tech, taken to the GCC end to end.
BRAND
CAMPAIGNS & EVENTS
SCOPE
Creative Direction across brand, campaign, and digital. Brand identity, launch campaign, video production, print, social, website design & prototyping.
The Brief
CellReturn, a Korean beauty device built on NASA-derived LED technology, was entering the GCC: a premium product in a category the market barely knew existed. The engagement covered the full journey: the brand's regional presence, the website to explain and sell it, and the campaign to launch it.
The Idea
Where Fashion & Beauty Meet Tech. The device looked like nothing else in the beauty aisle, so the brand refused the beauty aisle entirely. We positioned CellReturn in the world of high fashion: futuristic, editorial visuals treating the LED mask less like a gadget and more like a runway object.
The Craft
AI in the Process
This was one of the first projects where I brought AI into production. The client's existing imagery explaining the technology was clinical and outdated, textbook diagrams that fought the brand at every turn, and no stock or illustration library came close to the world we'd built. So I generated the new imagery in Midjourney, art-directed to the brand's codes: the dark ground, the copper light, the editorial drama.
The Outcome
A complete market entry delivered under one creative direction: brand, website, and launch, taking an unfamiliar product category to a new region.
