Masks Attack

Masks Attack
Estee Lauder's Dr. Jart+

Branded Content Creation \ Story Design \ Virtual Influencers

Four extraterrestrials introduced a new model for
product storytelling, where character, narrative, and culture
replaced traditional communication

China’s first virtual influencers were conceived not simply as digital characters, but as an interconnected narrative ecosystem that expanded across social content, merchandise, entertainment, and media platforms. Designed to transform a product into a living, evolving universe, the project invited audiences to engage with the brand through stories, personalities, and experiences rather than traditional advertising alone. Within just three months, the campaign generated an audience reach of over 42 million people, earning international recognition as one of the most pioneering and influential social media campaigns of its time.

"Before the world caught on, we set the stage.
In 2018, when China’s beauty industry
revolved around real life influencers, we make something
from scratch - Asia’s first virtual icons."

"More than digital figures, they became pioneers
of a movement, blurring the lines between
technology, culture, and storytelling, rewriting the rules
and capturing global attention."

"These virtual personas go beyond content,
they became living chronicles. Each character is
a boundless universe of possibility,
turning casual viewers into avid followers, drawn into a reality more compelling than their own."

Masks Attack Estee Lauder's Dr. Jart+

Branded Content Creation \ Story Design \ Virtual Influencers

Four extraterrestrials introduced a new model for product storytelling, where character, narrative, and culture replaced traditional communication

"Before the world caught on, we set the stage.In 2018, when China’s beauty industryrevolved around real life influencers, we make somethingfrom scratch - Asia’s first virtual icons."

"More than digital figures, they became pioneersof a movement, blurring the lines betweentechnology, culture, and storytelling, rewriting the rulesand capturing global attention."

"These virtual personas go beyond content, they became living chronicles. Each character is a boundless universe of possibility, turning casual viewers into avid followers, drawn into a reality more compelling than their own."

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Masks Attack
Estee Lauder's Dr. Jart+

Four extraterrestrials introduced a new model for
product storytelling, where character, narrative, and culture
replaced traditional communication

"Before the world caught on, we set the stage.
In 2018, when China’s beauty industry
revolved around real life influencers, we make something
from scratch - Asia’s first virtual icons."

"More than digital figures, they became pioneers
of a movement, blurring the lines between
technology, culture, and storytelling, rewriting the rules
and capturing global attention."

"These virtual personas go beyond content,
they became living chronicles. Each character is
a boundless universe of possibility,
turning casual viewers into avid followers, drawn into a reality more compelling than their own."