Keys Soulcare x e.l.f beauty
Art Direction | Illustration | Animation | Live VJ
I've always been fascinated by Alicia Keys and her multifaceted talents, so I was thrilled when e.l.f. Beauty approached me to partner with Keys Soulcare to create an immersive visual experience at the Institute of Contemporary Art, Miami, for Art Basel.
The Brief
For Art Basel Miami, Keys Soulcare teamed up with e.l.f. Beauty to debut its rebrand through an immersive art and music experience at the ICA during the museum’s signature “First Fridays” event. The activation aimed to blend skincare, creativity, and culture into one unforgettable night. I was brought on to lead the creative vision—bridging branding, animation, and live VJ performance to craft a multisensory journey that reflected the soulful spirit of the brand.
The Vision
After early creative brainstorming, I landed on the theme “Skin Rituals” as the heart of the experience. Soulcare’s holistic philosophy inspired me to explore the emotional side of beauty—how daily skincare becomes a moment of connection. I wanted to reflect the intimate ways people share these rituals: between mothers and daughters, lovers or best friends. It was about turning everyday routines into expressions of care, reflection, and love.
To bring the concept to life, I began sketching scenes of people interacting—small, intimate moments of shared care and connection. The plan was to animate these illustrations using motion graphics, transforming them into live visuals.
Hand drawn sketches
turned into animations
Art Basel Event
Animation | Live Visual Peformance
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 🤩
AR Experience
Adobe Aero AR
I’m always into new tools and technology, so I was excited to experiment with augmented reality for event marketing. For this activation, I designed a set of interactive postcards that come to life when viewed through a mobile device. Once the camera detects the postcard, an AR animation appears, linking users directly to the Keys Soulcare website to explore and shop the product line.
