Adobe Photoshop, Adobe Firefly, Lovart.ai
Independent concept campaign (USC DSM 510, Fall 2025) celebrating Le Labo’s 20th anniversary through localized storytelling, brand worldbuilding, and in-store activations, integrating AI-generated content and campaign strategy to strengthen brand visibility and community connection.
Roles:
Stephanie Liu: Creative Concept and Messaging, Consumer Research, Presentation Design
Kelly Martinez: SMART Goal, On/Off-Platform Strategy, Business Takeaways
Dian Jiao: Campaign Budget and Timeline
Cynthia Xiang: KPI, Competitor Analysis, Long-term Impact Analysis
Background:
Described as one of New York City’s most cherished treasures, our concept is inspired by the Elizabeth Street Garden, its 200 years of history, and ongoing community advocacy. The garden is an urban oasis for quiet reflection; its weathered sculptures and flora embody Wabi-sabi’s imperfect beauty and Thoreau’s quiet living. Paired with Paula Scher’s belief that “less is more, and more is more,” the project extends Le Labo’s minimalist, raw visual identity to reflect its bold, irreverent fragrances from the scent to the packaging.