This project came from a (very personal) quip—one about there being a lack of merch for Hangyodon, my favorite Sanrio character—in Indonesia, which blossomed into a wild idea: what if I turned this ugly-cute fish into a beauty icon, an unlikely face for something that's supposed to be soft and feminine? After all, Sanrio characters have been repping beauty products since time immemorial.

But not Hangyodon. He was seen as too grotesque. Too asymmetrical, too weird, not "cute enough". Yet, that is his appeal. We love him because of his imperfections. Because he's more like all of us than we'd like to imagine.

And so, I decided to make this mock campaign—Make Waves, Stay True—for Sea Makeup, whose marine-inspired name is very suited for Hangyodon. Through this campaign, I am aiming to show that, like Hangyodon, you don't need to be perfect to be seen—and to make waves.

This project combines:

🧼 Acne-safe skincare positioning

🎨 Kawaii-meets-cleansing visual storytelling

📍 A proposed 6-week campaign rollout

🏪 A themed pop-up experience ("Hangyodon's Bubble Bar")

📲 UGC challenge & merch integration

💬 Persona-driven messaging built on actual user review insights

Grateful for the opportunity to explore Sea Makeup’s voice and bring something heartfelt (and a little weird) to life.