In 2018, when virtual influencers were just emerging, we led the movement by redefining it for Estee Lauder’s Dr. Jart+ Rubber Mask. We broke away from the conventional playbook of traditional influencers and crafted Asia’s first virtual icons: four bold, vividly coloured alien characters, each representing a different skincare product. These digital pioneers set off on a ‘Beautiful Adventure,’ captivating the Chinese beauty scene and connecting with audiences directly on social media. They became a cultural sensation, reshaping beauty standards and the art of storytelling. Celebrated like superstars, they inspired exclusive merch lines and became collectibles, even appearing on TV shows and in interviews like real-life celebrities.

The buzz wasn’t just local. It caught fire globally, grabbing attention from Western media and turning heads around the world. This campaign wasn’t just a hit. It was a seismic shift in digital marketing, recognized by Contagious magazine as one of the most groundbreaking campaigns worldwide. With over 42 million fans and 17,000 Instagram followers in just three months, we showed that when creativity is unleashed, it doesn’t just create stories, it crafts legends.