I had the extraordinary privilege of creating Fenty Beauty's first-ever 3D billboard commercial. Centered around their iconic product, the Icon Lipstick, I collaborated directly with Fenty's team. Multiple concepts were presented, and ultimately the decision landed on the “giant lipstick” --the simplicity of this idea allowed us to best utilize the 3D illusion to its full potential, making it the most compelling choice.

Every element was designed with an emphasis on impact and scale. We carefully choreographed the movement and lighting to maximize the 3D visual effect, intending to leave an indelible impression on the viewer.

This landmark project made its grand debut on Valentine's Day 2022 in Times Square, attracting attention for two weeks. It was well received – a brief clip on Instagram amassed 2.4 million views and 260,000 likes.


ROLE: Creative Director
I was responsible for the creative direction of this 15-second animation project. This involved conceptualizing the initial idea, creating the storyboard, overseeing the animation process, and directing the lighting. 

CREDITS:
CLIENT: Fenty Beauty
CREATIVE DIRECTOR (Fenty): Elsie Woolcock
CREATIVE DIRECTOR (CVLT): Yandong Dino Qiu
PRODUCER: Katya Pavlova
PRODUCTION COMPANY: CVLT
TECHNICAL SUPPORT: BCN Visual