Don’t Over Think It
Sephora 2024
The holidays aren’t about perfection — they’re about who you spend them with. For Sephora Holiday ’24, the ambition was to bottle that feeling: the joy of gathering, the ease of giving, and the quiet confidence of knowing you chose well. The catch? It needed to make it work for markets across Asia.
Not a spectacle. A moment.
Before formats, channels, or shot lists, we focused on what the holidays actually feel like: relaxed, generous, a little messy, and shared with people you genuinely want to be around. That thinking led us to a single, universally recognizable ritual: friends gathering, spending time together, and exchanging gifts without pressure or performance.
From there, everything else followed. The scripts, the pacing, and the visual language were all designed to feel warm, effortless, and relatable no matter where you are.
Role
Ideation, creative direction, scriptwriting, & execution.
I helped shape the creative across the campaign, leading the work from initial concept through to launch. I developed the core idea and wrote all campaign copy, shaping the narrative across every touchpoint.
