Experience the unique blend of tradition and technology in the collaboration with IMMA, the first AI human, for shu uemura's Chinese New Year edition. Leading and creatively directing this campaign, I dedicated significant effort to seamlessly merge bold beauty with the digital realm, presenting shu uemura in a captivating light. The campaign aimed to support the launch of our limited-edition Chinese New Year products while reproducing the brand's stunning makeup looks on IMMA.
Despite IMMA being a virtual idol, these assets we created on shu uemura's global Instagram proved to be impactful. In a comparison with other influencers, IMMA achieved the highest engagement performance, even surpassing many celebrity influencers. On her Instagram, the exceptional performance prompted AWW to express interest in future collaborations, emphasizing the remarkable impact of Shu Uemura's posts featuring IMMA. The success of this collaboration is a testament to the strategic efforts undertaken, from concept to execution, enhancing shu uemura's presence in the digital beauty landscape.
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Makeup done by Panda Ye Peng (myself)
Photographed by Ton Zhang (IG: ttontonnz)
