Jess Cassettari

Sephora
2025 Korean Skincare
Digital Campaign

Role: Associate Creative Director — Creative Lead

Rooted in the growing client interest in Korean skincare, this digital-first campaign aimed to position Sephora as both an authority and destination for the category — combining expert guidance with the breadth of assortment that shoppers were actively searching for.

Inspired by the "glass skin" trend and the sensorial nature of Korean skincare textures, we developed a bold, modern visual approach using CGI to translate the feeling of hydrated, bouncy skin into eye-catching, tactile forms. We partnered with CGI agency Partner in Crime to bring the concept to life through amorphous, futuristic shapes that visually echoed the plump, smooth, hydrated effects clients aspire to achieve. The result was a surreal, scroll-stopping creative system designed to resonate with Gen Z and millennial audiences across paid media, site, and social.

As creative lead, I oversaw the end-to-end campaign development, from concept creation and agency direction to execution across digital platforms.

Creative Direction
Jess Cassettari

Art Direction & Design
Chrissy Caskey
Tiffany Phan

Editorial
Kelley Hoffman
Gary Fiorina

CGI
Partner In Crime

Motion Director
Ali Mitton

Prop Styling
Pakayla Rae

Content Production
Lemai Le