To celebrate IT Cosmetics’ Sweet 16 birthday, I led the creative development of a U.S.-specific digital campaign, adapting the DMI Global visual language to resonate with the U.S. e-commerce and social audience. While honoring the global concept, I reworked the visuals for a more festive, playful tone that aligned with the brand’s personality and market strategy.
I designed email promotions, and animated media for paid and social channels—ensuring a cohesive 360° experience across touchpoints. To bring a handcrafted element to the campaign, I sourced and directed a cake decorator, producing behind-the-scenes content that added warmth and authenticity to the storytelling.
I also collaborated with fellow designers to create a custom landing page featuring downloadable wallpapers, designed using original photoshoot assets, to encourage engagement and community interaction. The result was a joyful, celebratory campaign that highlighted IT’s brand legacy while driving strong visual impact and consistency across platforms.
