KATE is a globally recognized Japanese cosmetics brand, known for its edgy, high-contrast aesthetic. For their Hong Kong campaign, I was tasked with localizing their product visuals—bridging the brand’s striking identity with Hong Kong’s unique urban beauty sensibility.
While staying true to KATE’s sharp, high-drama brand principles, I infused the visuals with a more personal, raw, and lifestyle-driven energy—designed to connect emotionally with local audiences. The goal was to reflect beauty in real, everyday moments without compromising the brand's signature intensity.
Campaign Key Concept: “Expressive Eyes Behind the Mask”
During the height of the pandemic, I proposed a new concept:
“Even behind the mask, your eyes can still look stunning.”
This insight led to a targeted shoot that focused on eye makeup, turning a limitation into an opportunity for creativity. The visuals celebrated resilience and beauty through expression—empowering users to embrace makeup as self-expression, even in uncertain times.
Visual Execution:
Directed and shot a series of visuals using natural lighting, minimalist sets, and artful hand-drawn overlays to balance polish with intimacy.
Blended raw street textures, soft backdrops, and punchy graphic accents—reflecting both Hong Kong’s vibrant energy and KATE’s high-impact style.
Produced scroll-stopping visuals for social and digital placements that blurred the lines between campaign photography and lifestyle content.
My Role
Product Photography · Localized Photography Strategy · Brand Alignment
Tools Used: Camera Gear · Lighting Setup · Photoshop · Lightroom
Tools Used: Camera Gear · Lighting Setup · Photoshop · Lightroom
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