The Challenge
Translate the magical world of Wicked into an immersive digital campaign that connects the film's iconic storytelling with imPRESS products across multiple platforms and launch phases.
Web Design · Art Direction · Digital Campaign
Wicked × imPRESS
One collaboration. Three launch phases.
DESIGNER
Byeol Kim
BRAND
imPRESS
FOCUS
Web Design · Art Direction · Digital Campaign
Project Overview
Wicked × imPRESS
- Role
- Lead Web & Digital Designer
- Duration
- 7 Weeks
- Scope
- Web, Email, SMS, Social, Amazon
- Tools
- Figma, Photoshop, Illustrator
My Approach
Led the creative direction by translating the distinct color palettes, visual themes, and storytelling of both Wicked films into cohesive digital experiences. Developed an immersive visual approach that allowed fans and customers to reconnect with the films' magical worlds through campaign designs across web, email, SMS, social, and retail platforms.
The Outcome
Delivered a comprehensive suite of digital assets supporting a three-phase campaign launch, bringing the visual identities of both films to life while maintaining a consistent brand experience across customer touchpoints.
Landing page
02 ASSETSDescription:
For the imPRESS × Wicked collaboration, I designed a dedicated landing page that translated the world of the film into a product-focused digital experience. The page brings campaign storytelling, collection discovery, and product education together, guiding shoppers through nails, lashes, and MINI designs with a cohesive visual language across desktop and mobile.
Software Skills:
- Figma
- Adobe Photoshop
- Adobe Illustrator
- Midjourney
Position:
Lead Web Designer
imPRESS Brand
Web Design · Digital Campaign · Art Direction
Campaign banners
03 ASSETSDesktop and mobile campaign banners presented within the imPRESS website header, followed by the TikTok placement.
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9:41
impressbeauty.com
Impress NailsImpress Lashes
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TikTok Shop placement
The campaign banner within the imPRESS TikTok Shop storefront.
Email Ad
04 ASSETSFour email creatives presented in scrollable mail mockups. Animated assets retain their original motion.
Campaign SMS
04 ASSETSFour SMS creatives shown with illustrative message copy. Three animated assets retain their original motion.
IimPRESS
Text Message · SMS
Today 9:41 AM
Discover a little magic. Explore the imPRESS × Wicked collection.
Explore the collection Reply STOP to opt out.IimPRESS
Text Message · SMS
Today 9:41 AM
Discover a little magic. Explore the imPRESS × Wicked collection.
Explore the collection Reply STOP to opt out.IimPRESS
Text Message · SMS
Today 9:41 AM
Discover a little magic. Explore the imPRESS × Wicked collection.
Explore the collection Reply STOP to opt out.IimPRESS
Text Message · SMS
Today 9:41 AM
Discover a little magic. Explore the imPRESS × Wicked collection.
Explore the collection Reply STOP to opt out.Amazon experience
04 ASSETSDescription:
I designed the Amazon storefront and Premium A+ creative to carry the imPRESS × Wicked campaign into a retailer shopping experience. Campaign imagery introduces the collaboration, while collection modules connect the visual story with product discovery.
Focus:
- Campaign consistency across retail touchpoints
- Collection-led navigation and product discovery
- Dedicated desktop and mobile storefront and A+ layouts
Results:
The completed storefront brings the collection’s campaign imagery and product assortment together in one cohesive destination.
● ● ●amazon.com · imPRESS⋯
9:41▮▮▮ ▰
amazon.com · imPRESS
Premium A+ content
Product thumbnails
10 ASSETSDescription:
Hybrid thumbnails pair a styled manicure with nail-chip details and packaging, helping shoppers see both the finished look and the product at a glance.
Focus:
- Manicure, product, and packaging in one image
- Consistent scale and composition across SKUs
- Clear comparison across the collection
Shopping Contribution:
These creatives support product exploration by making the shade, finish, and packaging visible together.
9:41
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WIK01X
WIK02X
WIM16X
WIM17X
WIM18X
WIM19X
WIM20X
WIM21X
WIM22X
WIM23XGlow-in-the-dark details
07 ASSETSAnimated nail-chip thumbnails reveal the transition between the everyday finish and glow-in-the-dark details. Each animation plays in its original sequence.
Product infographics
04 ASSETSDescription:
I created animated product infographics that explain the collection, product features, MINI designs, and application steps. Campaign styling keeps education connected to the collaboration’s visual world.
Focus:
- Scannable product features
- Visual application guidance
- Collection and MINI product education
- Motion that reveals product details
Sales Contribution:
These assets are designed to support informed selection and reduce purchase hesitation by making key features and usage steps easier to understand.
Photoshoot direction
04 ASSETSDescription:
My work on the collaboration included photoshoot and art direction. The selected campaign photography connects the collection’s nail designs with character-inspired styling, expressive poses, and the pink-and-green palette of Wicked.
Focus:
- Product visibility within styled portraits
- Character-inspired mood and visual storytelling
- Consistent imagery for digital campaign touchpoints
Creative Outcome:
The final photography provides a cohesive visual foundation for the landing page and supporting campaign creative.
Social content
04 ASSETSCollection graphics for imPRESS nails, lashes, and MINI, shown in an Instagram profile mockup and as individual creative assets.
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