Refy Beauty

Refy’s World Experience

Project overview

Directed the creative vision for Refy Beauty’s interactive campaign, bridging social storytelling with immersive retail activation at Selfridges, London. Translated Refy’s modern brand identity into a bold, cross-channel experience that elevated awareness and drove measurable engagement.

  • Digital Experience: Designed interactive 3D storytelling assets and platform-native animations to boost engagement across social and web, extending brand reach to a digitally active audience.

  • In-Store Activation: Created a holiday-inspired retail experience, turning Selfridges’ Beauty Spot into an interactive environment that showcased exclusive product sets and encouraged consumer exploration.

Partnered with producers, CG artists, and marketing teams to ensure cohesive execution across digital, social, and physical touchpoints.

Creative Vision

My vision was to elevate Refy Beauty’s presence across digital and physical spaces by designing a campaign that felt bold, immersive, and inherently shareable. By merging social-first storytelling with experiential design, we created a holiday activation that amplified brand awareness, encouraged consumer participation, and extended the brand’s influence beyond retail into digital culture.

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

I began by defining a social-first campaign narrative, rooted in Refy’s minimalist identity and the cultural energy of the holiday season. Collaborating with producers, CG artists, and marketing partners, we:

  • Developed platform-native 3D and motion assets optimized for Instagram, TikTok, and web.

  • Designed an interactive retail experience at Selfridges that invited shoppers to explore product exclusives and share their experiences online.

  • Aligned creative production with Refy’s brand guidelines while ensuring consistency across digital, social, and physical touchpoints.

The result was a multi-channel campaign that blurred the line between digital content and in-person experience — driving foot traffic, engagement, and brand loyalty.

Result & Impact

  • +40% increase in retail foot traffic during campaign period.

  • 9+ minute average engagement time on digital experience, showing deep consumer interaction.

  • Generated strong social buzz with high share rates across Instagram and TikTok, extending campaign reach beyond in-store visitors.

  • Strengthened Refy’s positioning as an innovative, social-first beauty brand, building loyalty and product discovery.