Danielle Kasum

Chanel partnered with FaceCake to deliver the most realistic Virtual Try-On experience to come to market, setting a new standard in luxury e-commerce. The collaboration emphasized lifelike lighting, reflections, and transparent materials to ensure each product was rendered with unparalleled realism. The goal was to give Chanel clients an authentic sense of how products would look on them before purchase.

As Creative Director, I ensured the user experience integrated flawlessly into Chanel’s existing site architecture and brand environment, making it feel as though it was developed entirely in-house. Every detail from UX to visual language was meticulously aligned with Chanel’s identity to preserve brand integrity through out the experience keeping consumer’s engrossed in the Chanel world.

Following the success of the initial Try-On launch, Chanel expanded the experience to include a rolling side-by-side comparison feature, empowering shoppers to explore, compare, and select with confidence across additional product categories.

Try the glasses and rolling compare experience for yourself by visiting Chanel’s website or downloading the app today.

FaceCake developed the only AI-driven Augmented Reality shopping platform, transforming the future of retail and becoming a leading innovator in the eCommerce space. By combining proprietary AI and real-time AR capabilities, FaceCake’s cutting edge platform enables consumers to virtually Try-On products, providing them with convenient, personalized, lifelike experiences before making a purchase. Over the years, FaceCake has developed a number of apps and products including CAKE, ShadeScout, GlamScout, iDoll, iPet, Dangle, Swivel, AlterImage, MirrorMedia Ads, AVA, and many more. (Please reach out if you’d like more information on any of these products individually.)

As a Creative Director at FaceCake, I played a pivotal role in driving the development and execution of these groundbreaking technology experiences for high-profile clients like Chanel, Bloomingdale’s, Anastasia Beverly Hills, NFL, Disney, Target, Mall of America, Kendra Scott, and many more. Collaborating closely with development teams, I ensured that the customer journey, user experience (UX), design, and creative strategy seamlessly integrated with the client’s brand. Whether enhancing e-commerce sites with Try-On or creating custom AR solutions, FaceCake is at the forefront of merging creative technology with eCommerce to deliver unique shopping experiences that drive consumer engagement and sales.

With a focus on innovation, FaceCake has built a reputation as a trusted partner for brands looking to push the boundaries of the current retail space. Through our work, we have helped redefine how consumers shop in-store and online while creating memorable, interactive experiences that enhance brand loyalty. From virtual Try-On experiences for luxury goods to personalized product recommendations powered by AI, FaceCake continues to lead the charge in shaping the future of retail technology.

READ MORE PRESS

As the lead creative at FaceCake, I played a key role in shaping the long-term partnership between FaceCake and Anastasia Beverly Hills, one built on innovation, immersive experiences, and transformative beauty tech.

The relationship began when ABH approached us with a challenge: their existing app developers weren’t meeting expectations and couldn’t deliver the advanced technology they were aiming for. FaceCake stepped in to reimagine the experience from the ground up: stripping away the clutter, redesigning the UX/UI, and integrating our proprietary AI-driven Augmented Reality technology. The result was The Brow App, a groundbreaking app that delivered personalized brow analysis, AI-powered product recommendations, and a seamless AR Virtual Try-On, all anchored in Anastasia’s iconic Golden Ratio Shaping Method. The app quickly soared to the number one spot in the App Store and garnered media attention on it’s way, with features in Bazaar, ABC News, Allure, Glossy, Good Morning America, and more.

Building on that success, FaceCake and ABH partnered with Sephora to launch a global first: an in-ad Virtual Try-On experience powered by FaceCake’s AI and AR technology. This solution turned traditional digital ad units into instant, immersive shopping tools—allowing users to Try-On the cult-favorite Brow Wiz pencil without ever leaving the site they were browsing. The experience redefined ad engagement and introduced a new layer of data-driven consumer insight. (See: Adweek)

To close the loop on the omnichannel experience, FaceCake brought the Brow Try-On to life in-store. As a post-COVID solution to traditional makeup sampling, this AI-driven AR Virtual Try-On, contactless feature allowed customers to test looks safely and seamlessly within Sephora locations.

Anastasia Soare has always been a pioneer in her field, and true to form, she envisioned the next evolution expanding the Try-On experience from brows to a full face of makeup. FaceCake accepted the challenge and developed a multi-step AR product layering protocol, allowing users to receive real-time AI-driven analysis and recommendations for each product, then virtually apply them in sequence for a fully customized look.

In partnership with Google Cloud and Premier Google Cloud Partner Wursta Corporation, this initiative brings together FaceCake’s AI-driven AR personalized shopping platform with Google Cloud’s scalable infrastructure to power the development of AVA.

AVA is a next-generation AI personal shopper and stylist, designed to engage digital consumers in a way that redefines traditional eCommerce. Unlike standard chat interfaces that require user initiation, AVA proactively initiates conversations through a sophisticated multimodal interface to create more intuitive and immersive interactions. Powered by FaceCake’s proprietary AI, AVA delivers real-time, responsive product recommendations tailored to individual preferences and seamlessly integrates with FaceCake’s AR platform, enabling users to virtually Try-On suggested items in a live session.

AVA can activate AR Try-Ons and generate product suggestions directly from any webpage. Combined with FaceCake’s expertise in visual data processing, this allows AVA to offer live feedback and styling advice even during the Try-On experience to provide deeply personalized shopping journeys unlike anything currently available.

Following her debut at Google Next ’24 in Las Vegas, AVA has been making her way across the country, turning heads and making headlines. Her next stop was New York City, where she helped lead conversations around the role of AI in reshaping retail search at Google’s newly renovated St. John’s Terminal. The tour concluded in Atlanta with AVA’s latest evolution unveiled at the inaugural FaceCake Summit, where she was able interact directly investors and tech industry leaders alike through live personal demo.

As Creative Director at FaceCake, I led the development of AVA’s personification, defining her tone, voice, and vernacular to create a compelling, approachable digital persona that resonates with today’s tech-savvy consumers. I also directed the design of AVA’s logo and user interface, ensuring that her visual identity and interactive experience were seamlessly aligned with FaceCake’s innovation forward ethos and user-centric functionality.

Check out the articles from Business Wire, Ground News, Wursta, Tech Dogs and more.

FaceCake stepped up to solve a challenge for eBay: how can the company enable Virtual Try-On for user-generated listings of designer handbags?

We developed a multi-layered technical solution that combined FaceCake’s AI authentication and 3D asset creation technology with our full-body Virtual Try-On platform, Swivel, all housed and managed through AssetLab. As Creative Director, I collaborated closely with the development team to design the UX for AssetLab, our proprietary content management platform used to review, manage, and approve 3D assets.

Using FaceCake’s AI, user-uploaded images were transformed into detailed, realistic 3D assets. Working with our Chief AI Officer, I helped refine the visual fidelity of the handbag models to ensure accuracy capturing not just the form, but the wear, texture, and natural flaws that eBay’s customers value when buying secondhand luxury goods. 

Once approved through AssetLab, the handbags were integrated into Swivel, enabling shoppers to virtually try them on in real time using our Augmented Reality platform.

This project was a powerful intersection of design, AI, and immersive technology, bringing eBay one step closer to a fully interactive, user-driven eCommerce experience.

I led the creative direction during the development and execution of a cutting-edge AI/AR experience for Deka Lash, a project sparked by a unique challenge from founder Jennifer Blair during the height of COVID. With rolling salon closures and shifting safety protocols, Jennifer needed to elevate the customer experience while reducing time spent in the chair, a critical dilemma facing the beauty service industry at the time.

The solution: FaceCake’s AI-driven Augmented Reality platform, which enabled clients to virtually try on Deka Lash’s full range of lash extension styles before ever stepping foot in a studio. This innovative experience empowered customers to explore, compare, and confidently select the perfect lash look from any device, anywhere—enhancing satisfaction, streamlining in-studio services, and staying true to Jennifer’s vision of making lash extensions more accessible to everyday women.

The results spoke for themselves: the experience delivered record-breaking Try & Buy engagement, with users interacting across multiple styles and driving more conversions to booked appointments than ever before.

Check out the press: Business Wire , PR Newswire & Personal Care Insights

I collaborated closely with the Creative Director on this bold, research-driven pitch centered around representation in media and Hollywood. Following the development of two innovative campaign concepts, I directed the design and visual execution of these pitches, translating strategy into a high-impact creative.

Clif Bar represented a major new business opportunity for our agency, and I partnered closely with the Creative Director from start to finish, beginning with consumer research and focus groups through to platform strategy, concept development, and campaign execution. Our creative challenge was twofold: to tell the authentic story behind Clif Bar’s organic ingredients while staying true to its established spirit of outdoor adventure.

We landed on a powerful, unifying platform: What Are You Made Of? This idea became the foundation for a campaign that celebrated the real stories of Clif people: employees, farmers, and athletes alike. I led the visual direction across print and web executions, working to bring both the brand’s purpose and people to life with compelling, story-driven design. The campaign secured Clif Bar & Company as a client marking the beginning of a long, collaborative partnership.

PRO Inc. is developing a suite of intuitive apps designed to simplify daily life and boost productivity. Our philosophy is simple: stop sweating the small stuff. By taking everyday stressors off your plate, you’re free to focus on what really matters.

We’re starting with one of the biggest sources of daily distraction—social media.

In today’s world, social media is seamlessly woven into our routines. We share everything—our work, creativity, opinions, and personal moments—often without a second thought. The constant data stream is powerful, fueling innovation, connection, and progress. But with that power comes risk. In an era where screenshots are forever, a single typo or impulsive post can leave a lasting impact.

Our first app, B.F.F., is designed to help users navigate the fine line between expression and oversharing. This tool empowers people to take a moment of pause before posting—giving them a buffer between thought and action.

The slides to the left outline the user experience journey I led—from initial problem definition through wireframes and prototype. B.F.F. is currently in final development with the PRO Inc. team.

Explore the prototype here:http://invis.io/G9KX3JLNHEK

I had the opportunity to work closely with our Design Director on one of the agency’s flagship accounts: Nintendo. Over the course of several years, we built a strong creative partnership with the client, consistently challenging them to think beyond their traditional approach to content.

Together, we pushed the boundaries of their brand developing everything from viral videos and immersive websites to collectible cards and stand out print collateral. These projects reflect a sample of creative executions I brought to life, all designed to keep Nintendo culturally relevant, visually engaging, and creatively unexpected.

Keyshawn Johnson’s sports management agency was ready for a complete brand refresh. Although they had built a strong roster of top-tier NFL and NBA talent, their outdated visual identity and strategic platform no longer reflected the caliber of their clients—or the demands of a competitive market. It was time to evolve the brand to engage a new generation of athletes while honoring the legacy of those already on the roster.

Branding is one of my favorite types of work. A well-crafted logo holds incredible power, it distills a brand’s name, tone, and personality into a single mark, often with little or no context. Through in-depth research and exploration, I identified the white space the brand could occupy, giving it room to grow and appeal to new demographics while still resonating with current clients.

Grounded in research and competitive analysis, I worked closely with Keyshawn to bring his vision for the future of First Picks Sports to life. Here’s a behind-the-scenes look at the design evolution and revision process.

When Tobacco Free CA became our client at Golin, I was given lead on the account. We were tasked with coming up with a brand identity: content buckets, brand voice, and a uniform visual representation for their brand. Once this was developed, we then created a content plan and went into execution. These images are just few of several posts I created that currently live on their social accounts. Most of these are created from several pieces of stock photography crafted to feel as an original image. After creating this clear brand identity the client saw social media engagement and following increase dramatically.

CHECK OUT THE 360 YEAR CAMPAIGN PLANNING: HERE

Apollo is a personal cloud storage system developed by Promise Technologies. I helped create a social media launch series designed to introduce the brand and showcase the product’s function, value, and ease of use. Through lifestyle-driven visuals, we told a relatable story demonstrating how, when, where, and why Apollo fits seamlessly into everyday, tech-driven life. The content resonated with their audience and performed strongly across platforms, effectively bringing the product’s benefits to life.

The challenge I tackled for Ste. Michelle Wine Estates was developing unique brand identities for each of their individual wine labels. To achieve this, I crafted distinct brand voices, built tailored content strategies, hired photographers, art directed the shoots, and oversaw all post-production editing. Each element was designed to reflect the personality and positioning of the specific wine. Here are a few of the highlights from that work.

I produced the Holiday lifestyle social media posts for Toyota this past season. I took this project from idea to execution. For this, I met with the digital team at my agency (Toyota's social media is handled by multiple agencies), developed a theme and strategy for the Holiday series. Then I planned locations, photographed the shoot, and completed the post work. The response on social was outstanding and Toyota granted us more content opportunities because of it. Besides social, over the years at Golin I have been responsible for creating all kinds of internal and external content for Toyota. Here are a few samples that I can share.

In my work with Sands Cares, I helped the corporation raise awareness around its partnerships with nonprofits, many supporting causes that are deeply meaningful to me. I developed strategic platforms that highlighted both the individuals in need and the people working to support them, aiming to shine a light on critical issues that often go unnoticed. I brought these stories to life through compelling, human-centered visual design that drove engagement and emotional connection.

Appsnminded was a women-led company focused on creating clean, engaging content for young girls. During my time there, I planned, managed, and developed a range of creative work including apps, advertisements, and sizzle reels. It was an incredible opportunity to support female youth focused nonprofits through highly targeted, purpose driven advertising, helping amplify their missions in meaningful and effective ways.

As an artist I feel its important to continue creating outside the office. Whether it is getting my hands dirty in clay, using charcoal to outline the wonderful human figure or imagine a world deep under the sea. All of these pieces reflect something personal. Here are few samples of personal works created in a number of different media. The latest, first in a series of four, is a self portrait in which I highlight learning to snowboard at thirty and fully crossing my first new experience on my list of thirty things to learn in my thirties. 

This is 360 social campaign with event activation developed for Paul Mitchell around the launch of their new line Neon. Be Neon is a mantra that embraces the idea to be the brightest version of yourself. Let the real you and your passions shine through.

Here are some additional web design samples for your consideration.