For the end-of-the-year season of 24, we have planned, designed, visual photographed, and made videos of AESTURA’s own holiday
products. It was a meaningful project that allowed us to express the concept we conceived in various ways. We carried out the
project with the aim of expressing the holiday of AESTURA, which can convey the brand story of “AESTURA.”
Concept
We received a request to create a holiday campaign that goes beyond simply conveying a festive mood—it needed to incorporate the AESTURA brand story.
AESTURA is a brand that has spent years researching sensitive skin with the goal of cultivating healthy skin. To that end, researchers analyze long-accumulated data to develop products that address real skin concerns, while dermatological experts work to uphold the highest standards of quality.
We began to ask ourselves how we could weave these stories into the campaign design. While brainstorming ideas, I found inspiration in the December issue of my favorite magazine, *The New Yorker*. I thought it would be beautiful to capture the holiday mood of the city, using the windows of its buildings as a canvas to tell AESTURA’s diverse stories—each window revealing a different narrative.
That’s how the concept of AESTURA Dermavillage was born: a whimsical research village where AESTURA’s passionate researchers and derma masters live and work. Even in the stillness of winter, their dedication to skin science continues to shine.
We wanted to use illustrations that would convey a warm, holiday-appropriate mood while also expressing the individual stories of each AESTURA employee.
We searched for an artist who could capture cityscapes and festive scenes, while also imaginatively depicting the people inside each window. That’s when we came across Lee Sila—an artist we had admired for a long time.
Fortunately, she had also been a long-time AESTURA customer, which allowed her to approach the concept with genuine passion for both the brand and its products.
In particular, her idea to depict the first floor as a store helped us create illustrations that more effectively showcase the essence of AESTURA.
Package design
The project consisted of a total of four sets: two operated domestically and two overseas.
We envisioned that if each set—designed in varying sizes—resembled a building, they would appear more vibrant when displayed together. To make each set look like an individual building, we included only the essential text and excluded any unnecessary wording from the design.
For the color palette, we combined yellow with AESTURA’s signature blue to evoke a warm holiday atmosphere while preserving the brand identity. On the first floor, we highlighted AESTURA’s flagship product, Atobarrier 365, and its name to further reinforce the brand’s presence.
Visual & Video
The visual photography and video production were carried out in collaboration with Creative Strategy Team members CHEON NaRi and LEE YoonJin.
Since each set was designed to resemble a building, the idea of combining them into a single village emerged naturally. To bring this village concept to life, we prepared miniature props and purchased snow and tree-shaped decorations to enhance the Christmas atmosphere.
While there was some concern that the concept might appear too childish, our collaboration with CHEON NaRi and LEE YoonJin allowed us to realize it in a whimsical, fairy-tale-like way.
We also experimented with generating a video using still photos and generative AI, but as the results didn’t meet our expectations, we ultimately relied on traditional video editing software for most of the final output.
Despite the challenges, developing the Holiday Limited Edition product was both meaningful and enjoyable, as it gave us the opportunity to explore new creative directions throughout the process.
