Work | Elevate Your Brand Today — Sandy Kim. Brand + Creative Executive.

I’m inexplicably drawn to brands at moments of change, where clarity and creative conviction can propel the next phase of growth.

I make them sharper, more compelling, and more connected.

Turning strategy into creative that builds and drives desire? That’s my happy place.

RENNAI BEAUTY

It’s Giving

Reframing a moment of culture into a moment of care.

Born from the internet’s favorite expression of affirmation, It’s Giving transformed a playful cultural cue into a modern meditation on generosity. By expanding on the language of “giving,” the campaign reframed holiday indulgence as an act of care — not just for how a gift looks, but how it makes someone feel. Through lush storytelling and sensorial design, it celebrated the art of thoughtful giving, where every choice contributes to the recipient’s overall wellbeing and joy.

Close-up of a smiling woman with makeup, wearing a black sequined top and gold hoop earrings, with a gradient pink background and text overlay.

Close-up of a partially zippered red leather bag spilling out various cosmetics, including a Gucci compact mirror, Bobbi Brown cream, CoverGirl lip gloss, and NARS lipsticks, placed on a red tiled surface.

Open teal drawer organizer with various skincare, makeup, and beauty products, with some items placed outside on a surface in front. In the background, a beige wall displays large white text saying "IT'S GIVING" repeatedly.

Close-up of a woman smiling with red lipstick, wearing gold hoop earrings and a black sequined top, showing her eyes, eyebrows, and part of her face.

New Gen Skin

THE DETOX MARKET

Where brand purpose and human truth converge.

We see your story’s redefined skin as a canvas of lived experience—shifting the conversation from achieving perfection to embracing personal narrative. Each mark and line became a chapter, not a flaw. The result? A beauty dialogue that transcended generations and connected us through shared human truth.

Collage of four different women's faces showing diverse skin tones, textures, and features with the text '30s' overlayed.

A collage of four women with diverse skin types and tones, with overlaid text promoting innovative skincare technology for all ages and skin tones.

Collage of skincare images showing close-up of textured skin with tiny bumps and two women with skincare treatments, one applying cream near eye with a dropper and the other showing clear skin.

Detox Mode

The Detox Market

Detox Mode had been reimagined around high-performance formulas and a simpler approach to skincare, but its story needed the same clarity. The relaunch introduced “Uncomplicated skincare, down to a science”—a sharper messaging platform that translated formulation and efficacy into language consumers could understand and desire. Supported by a simplified product-matching system and a more confident visual expression, the campaign moved the brand beyond familiar clean-beauty conventions and gave it a more ownable point of view.

Turning formulation efficacy into a distinctive brand voice.

All Together

HOLT RENFREW

‘Being around the people you love, doing what makes you happy.’ This sentiment redefined our approach to luxury retail—moving beyond products to create spaces that bring people together to feel seen and connected.

Redefining luxury as a space where relationships transcend transactions.

A black and white photo of a couple standing close, holding hands and touching foreheads. The woman has dark hair tied back, wearing a striped sweater and a leather skirt. The man has short hair, wearing a suit jacket and white shirt, with their eyes

Two men standing side by side against a plain background. The man on the left, dressed in a suit and tie, is wearing glasses and has light colored hair. The man on the right, wearing a turban and a patterned shirt under a jacket, has a beard and is s

Group portrait of diverse people and a dog in a studio setting with a backdrop and wooden walls.

A black and white photo of two women taking a selfie. The woman on the left is wearing large sunglasses, a black hat, earrings, a patterned jacket, and has rings on her fingers. She is smiling and touching her chin with her hand. The woman on the rig

A man and woman smiling, giving a high five in a studio with a plain backdrop. The man is wearing a striped shirt, baseball cap, and sneakers, and has tattoos on his arms. The woman is dressed in a suit with high heels, sitting on a stool, with her h

A black and white photo of three adults and two children standing against a plain background. The man in the center has a beard, tattoos, and wears a hat, striped shirt, and dark pants. He is carrying a young girl on his shoulders with curly hair, a

Make Hair Play

MARC ANTHONY

Transforming routines into rituals of self-expression.

‘I know you… I remember now.’ What started as a simple hair care campaign became a meditation on self-discovery—reframing beauty from perfection to play. By shifting away from perfection toward playful expression, the narrative reframed how we view beauty culture. The mantra "Make. Hair. Play." shifts from a prescriptive beauty narrative to one of personal creativity and freedom.

A woman with long brown hair and hoop earrings holding a pink spray bottle.

A woman with platinum blonde hair wearing a black leather jacket, looking slightly to the side with a confident expression. Overlaid text says 'Make Hair Play.'

Three pink bottles of Marc Anthony Grow Long Leave-In Conditioner with spray nozzles on a pink background, casting shadows.

A woman with dark hair smiling, holding her head with both hands, over a yellow paint brush stroke background with text "Marc Anthony" and blurry handwritten text.

Spaces We Shape

EIR HOME

Designing functional elements as quiet conversations that shape how we feel and live

Natural light, organic materials, and mindful composition turn concrete from cold utility into a quiet sanctuary. Each image becomes visual poetry—where shadows dance, industrial meets organic, and design reshapes the way we feel in a space.

Minimalist indoor space with two small wooden stools, a concrete bench with white decorative stones, and a potted green tree against a plain white wall with natural light.

A close-up of a modern concrete rectangular planter filled with white pebbles against a plain white background.

Modern showroom with a large white concrete fire pit filled with stones, a textured beige wall, a leafless tree, and minimal decor.

Interior space with a decorative geometric white wall, green potted plant, and a white stand with a woven bench.

The Way We See Clean

THE DETOX MARKET

Letting clean beauty feel as modern, expressive, and elevated as it truly is.

Challenging the notion that clean beauty required aesthetic compromise, the brand evolved through a softer visual language and a clearer point of view. The result felt more accessible yet no less assured, allowing clean to stand confidently alongside luxury beauty—not as an alternative, but as the standard.