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Keys Soulcare x e.l.f beauty
Art Direction
Illustration
Motion Design
Live VJ
For Art Basel Miami, Keys Soulcare—Alicia Keys’ beauty and wellness brand—partnered with e.l.f. Beauty to introduce its new identity through an immersive event at ICA Miami.
I led the creative direction and developed “Skin Rituals,” a visual narrative exploring skincare as an act of connection and care. Original illustration, animation, live VJ performance, and AR transformed the concept into a multisensory brand experience.
Hand drawn sketches
turned into animations
Art Basel Event
Animation
Live VJ
These animations were showcased alongside a musical performance at the Keys Soulcare event activation during Art Basel in Miami.
On the night of the event, we set up a big screen and
a DJ booth. Using the Resolume VJ projection mapping tool, I played my video loops live, synchronizing them with the beats and the overall music vibe. We had so much fun 🤩
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