Game Design | Product Launch Activation | Regional Engagement

As part of a regional marketing activation for Bobbi Brown, I designed the interactive game interface for a campaign aimed at promoting a new product launch across Singapore and Malaysia. The campaign centered around a digital experience that was equal parts playful and strategic — inviting customers to engage with the brand for a chance to win a trip to New York City.

Strategy & Concept:

The goal was to move beyond traditional retail advertising and create a memorable, interactive touchpoint that would excite audiences and boost product visibility. Working with overseas teams and agency partners, I helped shape a concept that combined:

• Digital engagement

• Reward-based participation

• Seamless brand storytelling

The result was an in-store game experience that complemented the premium feel of Bobbi Brown while generating buzz in two key Southeast Asian markets.

My Role:

• Designed the full game interface, ensuring user-friendliness and strong visual appeal

• Collaborated with regional clients and developers across Singapore and Malaysia

• Aligned the design and messaging with Bobbi Brown’s global brand identity

• Supported deployment across multiple locations to ensure consistent execution

Campaign Impact:

The campaign was a success across both countries, with strong participation and heightened visibility of the new product line. By turning a beauty campaign into an interactive moment, we created a non-traditional yet effective launch experience that stood out from typical retail promotions.

This project underscored the power of creative risk-taking, cross-border collaboration, and designing experiences that turn customer attention into action.