Sacheu | Cold Call

Sacheu was launching a new collection of cooler toned shades for their Lip Liner Stay-N. The existing line ran warm. These needed their own world.

We built Cold Call. An office siren campaign set in an elevated, styled workspace on a cyc wall, featuring Brooke Monk alongside Sacheu founder Sarah Cheung operating the Sacheu Lip Line. Two women fielding complaints about lip products that don't hold up. Theirs does.

I led creative direction across the full production, concepting the campaign, designing the office environment, and directing the shoot. The aesthetic was 2000s Prada meets call center, sharp lighting, chrome accents, power suits, and macro lens close ups of lips that do not move.

The campaign generated 605K views on the primary video and over 1.5M views across posts. Campaign imagery was later featured by Hypebae as Sacheu continued scaling into Ulta Beauty, Target, and global ecommerce.