LANEIGE Water Science TV
Branded Learning Video
Brand
LANEIGE
Role
Line Producer
Industry
Beauty
Summary
I led the line production for the initial Water Bank "Water Science" trilogy. The production framework I established was so successful it was extended into a 6-part global series, defining the visual language for Laneige’s hero line.
Context
The objective was to visually demonstrate the "Water Science" behind the Water Bank line—a complex mechanism where moisture is pushed deep and locked in. I was tasked with creating a sophisticated, scalable visual language for this hydration process to be used across global markets.
The Challenge
48 Hours of Macro-Precision. Capturing the physical interaction of oil and water layers required extreme attention to detail. Managing a grueling 2-day production schedule for three distinct products—Oil, Essence, and Cream—while staying strictly within budget was the primary logistical hurdle.
My Approach
• Production Orchestration: Directed the end-to-end workflow, from storyboard execution to master budget tracking. I managed a 48-hour non-stop timetable, ensuring high-speed macro shots for all three products were captured with zero downtime. • Strategic Crewing & Scouting: Personally selected the Director of Photography (DP) and Art Director. I ensured that the technical lighting expertise and set design perfectly showcased the "Double Layering" effect through rigorous creative alignment with the HODs. • AI-Forward Efficiency (Reflection): Today, I would implement AI-augmented prototyping (Midjourney/Firefly) to simulate liquid interactions before the shoot. This would have optimized the 48-hour cycle by 40%, eliminating the costly trial-and-error inherent in liquid-based macro cinematography.
Solution
A high-efficiency production pipeline that translated technical beauty into a 6-part global video series.
Impact
• Scaled production by 100%, evolving a 3-part pilot into a 6-part global series by establishing a self-sustaining visual framework. • Reinforced Laneige’s #1 global market position in hydration by delivering a production-ready system for technical storytelling. • End-to-end production ownership from scientific concept visualization to high-fidelity global asset delivery.
