Glossier: "You Look Good" Campaign​

Promotional Video

The foundation of the campaign was a 30-second promotional video designed to communicate Glossier’s identity, values, and emotional tone. The film uses kinetic typography, soft transitions, and sound design to build a cohesive, modern expression of the brand.

 

This promotional video serves as the campaign’s emotional and conceptual starting point, setting the tone for the visual and narrative decisions carried into the brand book.

 

Campaign Brand Book

The video then evolved into an editorial-style brand book for the campaign. The publication captures the emotion, pacing, and message of the video and translates them into a cinematic reading experience. Each spread uses layout, typography, and imagery to mirror the tone and rhythm of its corresponding film moment.

 

Brand Voice & Copywriting

The campaign’s written voice was shaped through headlines, taglines, CTAs, and long-form messaging that reflect its emotional truth and align with Glossier’s brand values.

 

Advertising Applications

To demonstrate rollout potential, the system was extended into print and outdoor ads to reinforce the campaign’s story and visual direction.