Andrew Knives for Laneige

Andrew Knives brings a lush, anime-inspired visual language to this dreamy animated campaign for Laneige, weaving the brand's Glaze Craze Tinted Lip Serum lineup into a world of celestial skies, blooming roses, layered cakes, and sparkling fruit with an effortless, hyper-feminine sensibility. Rendered in Andrew's signature hand-drawn animation style, each sequence pulses with soft gradient washes, glowing light effects, and richly detailed linework, positioning the products as magical objects within a maximalist fantasy that feels native to the scroll-stopping energy of social media while honoring a genuine fine art approach to commercial animation.

The campaign spotlights three shades, Rose Jam, Lavender Frosting, and Black Plum Glaze, each given their own visual world that mirrors the mood and texture of the product itself, from soft romantic florals to deep celestial drama, creating a cohesive yet expansive visual universe across the full series.

We are so ecstatic to highlight Andrew and this stunning project with the H+ fam. The way Andrew merges the rich tradition of anime aesthetics with contemporary beauty marketing is genuinely next level, and seeing that distinctive visual language applied to a brand as globally beloved as Laneige is exactly the kind of culturally resonant, boundary-pushing work that gets us fired up. This one is truly special.

For more information on Andrew Knives, visit his portfolio page!