Refy Beauty
Refy’s World Experience
Project overview
Led the creative direction for Refy Beauty's interactive brand experience, bridging digital storytelling with a physical retail activation at Selfridges, London, integrating generative AI and 3D workflows throughout production to transform Refy's brand identity into a fully immersive, multi-channel experience.
Refy World Digital Experience: Crafted high-impact visuals and animations using a combination of 3D and generative AI tools, producing immersive product storytelling content that made the digital platform more engaging and visually dynamic.
Selfridges Store Activation – Designed a festive, immersive retail space inspired by a holiday dining experience. AI-generated visuals were produced for the activation, transforming The Beauty Spot at Selfridges into an eccentric, interactive environment where customers could explore exclusive gifting sets and the full Refy product range.
Collaborated with the creative team and the marketing team, integrating generative AI and 3D workflows into the production process to deliver a seamless, multi-channel brand experience. This initiative elevated brand engagement, drove higher in-store interaction, and reinforced Refy Beauty's reputation as an innovative, AI-forward beauty brand with a strong experiential presence.
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Company
Refy Beauty
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Role - Creative Director
Generative Visual Production, 360° Campaign
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See Product at
Creative Vision
Refy Beauty sought to create a visually immersive and interactive experience that embodied its modern, minimal, and user-centric brand ethos while resonating with a digitally engaged audience. Traditional beauty platforms lacked interactivity, making it challenging to differentiate the brand and sustain user engagement.
The strategy was to develop a seamless digital-to-physical brand experience that elevated product storytelling and enhanced audience interaction. The solution needed to balance aesthetic innovation with intuitive user experience, reinforcing Refy’s brand identity across digital and retail environments.
Creative Process
Creative Vision & Experience Design
Defined a cohesive creative direction for Refy World, ensuring alignment with the brand’s modern, minimal aesthetic.
Developed immersive product storytelling, integrating interactive visual elements to engage users in an organic and dynamic way.
Cross-Functional Leadership & Collaboration
Led a multidisciplinary team of AI artists, 3D designers, and content producers to craft high-quality visual assets.
Partnered with Refy’s marketing and product teams to ensure a consistent brand experience across digital platforms, social media, and in-store activations.
Interactive & Visual Design Execution
Designed engaging generative AI animations and product showcases to enhance user exploration and interaction.
Developed cinematic transitions and seamless UI elements, reinforcing an elevated digital brand experience.
360° Brand Rollout
Result & Impact
Increased User Engagement: Driving a 40% increase in foot traffic and elevating the brand’s premium perception.
Extended Session Duration: Users spent an average of 9+ minutes exploring product displays, demonstrating high engagement with immersive digital storytelling.
Strengthened Brand Positioning: Reinforced Refy Beauty’s identity as an innovative, digital-first beauty brand, driving greater brand awareness and consumer loyalty.
Strategic Influence: The project’s success shaped Refy’s future digital strategy, leading to increased investment in interactive and immersive experiences.
Higher Product Discovery & Conversion: Improved product exploration flow, resulting in longer user interactions on key product pages and stronger conversion potential.
