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LANEIGE x Laugh And Belly

LANEIGE, a South Korean cosmetics brand, contacted me for the second time, to do a series of illustrations that will appear on their social media pages. This is due to the overwhelming response from the first collaboration.


These new set of illustrations will feature their newest launch - the Sica Mask. This Sica Mask is a barrier strengthening mask with the autogenous healing efficacy of Forest Yeast to regain the skin's strength at night. (The packaging is forest green due to this reason.)


The client's brief was to create a busy metropolitan scene with a lot of people shopping, running errands, street busking, etc. The background of the illustration should feature the skyscrapers of Singapore including the Marina Bay Sands building, Merlion, Singapore Flyer, Esplanade and more.

In this busy scene, I had to hide the new Sica Mask in strategic locations so that their customers can spot it.


Above are the initial stages of sketching and conceptualization for the illustration. After sending the sketch to the client, there were several changes made to the "make-up booths" and "clothing racks" that I initially created.

Instead of drawing the sampling booths, we have discussed and felt that it is better to put food trucks, vending machines and ice cream trucks.


This is the finalized artwork for their Instagram posts and Instagram story.

The wide artwork is divided into 3 posts on Instagram so that it will appear as a big image when viewed in the LANEIGE Singapore's Instagram profile.


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