Lyko Christmas

The Christmas campaigns for Lyko in 2024 and 2025 were built around the magic of wishes. We created a dreamlike world above the clouds, where every holiday wish begins.

To bring this idea to life, a moodboard and art direction were developed using AI. Together with the 3D studio Bruto, we brought this universe to life in a TV commercial that revealed Lyko’s Christmas from a completely new perspective — featuring mascara-brush trees, stars made of hair clips, and a floating beauty wonderland in the sky.

This magical world then travelled into tactical content and in-store experiences, creating a seamless and playful brand journey across channels.

Some assets for the campaign were also created with AI by me, such as the gifts used in tactical content and the wrapped products for in-store window displays. AI was also used to create high-resolution versions of these assets for to fit for print production.

My role included concept development, art direction, and final art.