Joy in the Sephora Bag

The idea and the bag

The starting point was the pressure of finding a gift that feels personal. The Sephora bag made that idea tangible: you recognise the stripes before you see what’s inside. We built the campaign around that anticipation.

I worked on the CG bag, testing how light and colour could bring movement to a familiar object. Iridescent stripes and a red ribbon gave it a festive character, while the logo and proportions kept it recognisably Sephora.

Glossy beauty and gifting icons, with soft pearlescent environments, gave products and packaging a shared setting.

Retail and outdoor

The campaign had to work from launch through 11.11, Black Friday, peak gifting and after Christmas. Each stage shifted the emphasis, from discovery and anticipation to value, giving and self gifting.

The bag gave us a consistent starting point across film, retail and outdoor. My train wrap and Orchard Road mockups explored how the idea could work at street scale.

Social

For social, we explored what the bag could do beyond a product reveal. Looking out from inside it changes the viewer’s position; passing it between people creates an exchange. The stripes and shape keep these ideas connected as the format and point of view change.

Behind the scenes

The films used different beauty personalities and their reactions to receiving the bag. Passing it between frames connected the performances, with product reveals and stripes carrying the edit.

On the shoot, I helped organise what was needed and get the planned shots done. This footage shows the styling, performances, bag handling and sets behind those moments.