Estee Lauder
x Human Collaboration
Art Direction | Visual DesignEtherealism meets Micro Essence
Following the success of our collaborations with Lady Aiko and Åsa Ekström, we are excited to partner with Oakland-based multidisciplinary artist Hueman Allison, known for her signature 'ETHEREALISM'—a captivating blend of ethereal and realism. Teaming up with CGI experts Future Deluxe, we’ve created the 'Ethereal Micro Essence World,' an immersive journey into Hueman’s art. This experience weaves together the tangible Water and Sakura realms with Hueman’s surreal, dream-like vision, blurring the lines between reality and fantasy. It’s a stunning narrative of the #PowerOfME, crafted to captivate and inspire.
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Deliverable
Storyboard
Digital launch assets -
Timeline
12 months
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Role
Art director
Visual designer -
Team
Collaborator: Hueman
Motion Design: Future Deluxe
Challenge
Estée Lauder faced the challenge of continuing to innovate and captivate in an increasingly saturated market where consumers crave unique, immersive experiences that connect emotionally with their personal stories. To maintain momentum and elevate the brand narrative, Estée Lauder needed to push the boundaries of traditional beauty marketing, blending art, technology, and storytelling in a way that resonates with a diverse, digitally savvy audience.
Solution
To meet this challenge, Estée Lauder partnered with renowned Oakland-based artist Hueman Allison, known for her “ETHEREALISM” style, and CGI powerhouse Future Deluxe to create the “Ethereal Micro Essence World.” This collaboration brought to life a mesmerizing digital experience that blends the tangible elements of Water and Sakura with Hueman’s surreal art. The result is a unique visual journey that oscillates between reality and fantasy, offering an engaging, immersive narrative of the #PowerOfME. This innovative approach not only captures attention but also deepens consumer connection, positioning Estée Lauder at the forefront of art-driven beauty storytelling.
