Innisfree × Waymo
Moving Island proposes a sensory Innisfree experience inside a Waymo ride. The concept connects skincare discovery with a moment that urban Gen Z already spends in transit.
Suncare can feel like an obligation. Our team explored how a familiar commute could make the brand feel like a small self-care experience instead.
The concept uses a third-space strategy: meet the audience between home and their destination. Jeju-inspired scent, a calming soundscape, and an interactive product-matching quiz give the ride a coherent brand story.
I collaborated on the campaign proposal, which brings together audience insights, competitive positioning, in-car sensory touchpoints, QR incentives, and a GRWM content ecosystem.
This is a proposed campaign, not a launched partnership. The measurement plan includes QR scan rate, quiz completion, sample redemption, social participation, and post-ride purchase rate.
A strong partnership needs more than two logos. The experience should connect the audience behavior, the setting, and the product in a way that feels natural.