HERA Rouge Classy Content Sources
Summary
Hera’s Rouge Classy lipstick, which embodies the brand’s distinct philosophy, was newly launched in Seoul. With the goal of making “Seoul Red” powerfully recognizable to customers,
we planned and executed the launch campaign with a strong focus on showcasing the beauty and depth of red and creating striking visual content that leaves a lasting impression.
In previous projects, visual shoots and 3D content creation were often constrained by limited budgets and tight timelines, making in-depth studies on composition and material
representation necessary but difficult to implement in full. By incorporating generative AI tools into this project, we were able to break away from limited visual references,
explore freely through experimentation and iteration, and generate diverse image sources. This experience provided valuable insights and creative freedom, paving the way for fresher,
higher-quality visual content in future campaigns.
Getting Familiar with AI Programs
Initially, AI felt like a concept belonging to a distant future—something abstract and unfamiliar. I didn’t know where to begin.
I started by imagining the desired image, extracting key descriptive words, and entering them into the prompt.
It was fascinating to see how a few simple words could generate so many image variations in such a short time.
However, the results were often unrealistic or unexpectedly interpreted, revealing both the creative potential and limitations of generative AI.
▲ PROMPT :make red square shape long lipstick with polish black finish, lipstick bottom has long slim square, thinner cylinder, no mark, no decoration but simple surface, placed in center, 3d red paint texture background ground , no splash but flow on ground, strong contrast
Since direct product images could not be used, I aimed to represent the product design as accurately as possible.
Ideally, in the future, AI could be used to realistically recreate products without the need for physical photography, allowing for efficient and flexible content creation across multiple media.
When crafting detailed prompts, I noticed that too many descriptive words produced overly narrative or cluttered visuals, and that AI tended to overemphasize specific terms based on perceived weight.
To correct this, I experimented by adding modifiers like “no,” “simple,” and “do not” to achieve a cleaner, product-appropriate look.
Interestingly, even when refining an image through variations, the AI did not simply “enhance” the existing visual—it reconstructed it from scratch, teaching me that iteration in AI imagery means regeneration, not revision.
▲ PROMPT : red paint texture, dropping, texture flows to the right, glossy finish surface, glow lighting effect background, bright red color, active motion, close up, high qulity,
Rouge Classy Lipstick Image Mood Board
Within the overwhelming flow of digital content, I explored and experimented with various ways to create strong, intuitive visuals that could capture customers’
attention and curiosity through product design, texture, and color. Based on these studies, I created a mood board to establish the content direction.
Rather than filling the visuals with excessive detail, I focused on bold color, simple forms, and material contrast, reinterpreting them through new approaches to produce fresh,
intriguing imagery that feels both unfamiliar and captivating.
▲ Content image expressing the main color and texture of Rouge Classy
▲ Version combining content images with the brand logo
▲ Version applying the content image as a background with the Rouge Classy product
Motion Video Production Using Image Sources
In digital media, even minimal motion or animation tends to draw more attention and leave a stronger impression than static images.
To achieve this, I used Runway to animate AI-generated images, creating subtle movements, and then edited the image sources in iMovie to produce a product teaser video.
To direct focus toward the lipstick: The background was darkened to create contrast. The saturation was increased for stronger visual impact.
Instead of fully revealing the images, camera close-ups and progressive movement were used to build anticipation for the next scene.
Review
In the past, content images were developed within strict time and environmental constraints, often resulting in limitations on creative freedom despite careful preparation.
While AI is still evolving and cannot yet fully produce final deliverables, it serves as a powerful pre-visualization tool, allowing for studies and simulations of composition, material, and mood prior to production—ultimately leading to higher-quality outcomes when integrated into the final creative process.
However, when AI is used to reproduce a visual that already exists clearly in the creator’s mind, it can yield unexpectedly abstract or overly novel results, which may fall short of expectations for precise output.
Thus, AI is most effective when approached with an open, exploratory mindset—inviting undefined perspectives and fresh interpretations that can inspire new, original, and creatively liberating imagery.
- Amorepacific Creatives
- Design
- 황주영
