NEWJEANS X GLOSSIER CAMPAIGN COLLAB
ROLE
Research, Visual Design, Print Graphics, Animation, Social Media, Art Direction
DATE/DURATION
May 2024 | <1 Week
TOOLS
Photoshop, After Effects
TEAM
Solo designer
WHY
Passion Project
SUMMARY
In this passion project, I wanted to expand on my campaign marketing skills and conceptualize something fun and sleek. I decided to create a campaign for one of my favorite beauty brands Glossier, in a conceptual collaboration with the popular K-pop group, NewJeans.
NewJeans is a popular K-Pop group, and with their second album coming out in late May 2024, I took this as an opportunity to join the hype on social media by conceptualizing a product and campaign graphics. I strategically chose Glossier for the collab because of their clean, fresh, and delicate brand image that also resonates with the members of NewJeans and their audience. NewJeans has a very large female audience with interest in makeup and feminine aesthetics, so I made sure to take that into account when making my design decisions. My approach for this social media campaign was very strategic in the way I chose to make TikTok posts surrounding the conceptual release of this collaboration and product. I started with some more teaser graphics and posts then made mocksups of the design applied to posters and billboards and mimicked how I would execute the campaign on their social media.
Teaser Graphic & Animation
Print Advertising
Social Media Campaign Graphics
Social Media Campaign Animations
Custom Typography
Success on Social Media
I decided to roll out the graphics and animations as if I was using Glossier's TikTok account to promote a brand collaboration and new product launches. I wanted to see the traction and engagement of this campaign on social media and was pleasantly surprised when it gained over 1 million views in less than a week. Many people believed it to be real and with the level of engagement, I would consider this a success! It also got reposted several times and additionally gained traction on Twitter and Instagram.
Click here to view the videos!
Click here to view the videos!
Ideation & Research
From the start, I had such a strong vision for the execution that I didn't feel the need to do too much ideation or sketching, but I still was very strategic in my design decisions and approach. I made sure to research both the brand image of NewJeans and Glossier, but I was also somewhat familiar with their brand and audience to some degree. I especially gathered more information on Glossier's previous collaborations and product launches, such as with Olivia Rodrigo, in order to best conceptualize how Glossier might execute a brand collab with a K-pop group. I also did some visual and typographic exploration for colors, tone, and social media presence.
Reflection
I conceptualized and designed the campaign in under a week and I am extremely pleased with the results. My approach for the execution was very strategic in that I wanted the collab and designs to look authentic and convincing. If I had more time, I think I would have liked to expand more on the idea and potentially create more designs that could be applied to the packaging. However, I did this project in a short time frame, for fun, alongside my finals for school, so with that in mind I think I did a good job and this was so much fun!
