There's been a lot of action happening in Seoul lately with South Korea receiving an influx of attention for primarily, its skincare and beauty innovations and secondly, its growing reputation as a fashion capital of the East.

What's most exciting about these two developments is seeing how Koreans are evolving its stories on aspiration, Asian beauty, and what it means to be a modern woman today.

What I love about the Hera ad campaign is that you really see how the brand is trying to cross these multiple identities atop one another - that of the country’s beloved heritage and traditions, atop its evolving modernity so to paint a vision of a new woman - snapshots of the past overlaid with glimpses of city lights flood in and out of 2-second glimpses of women in the city working, driving, walking as the lead in their own stories taking on a the spirit of Seoul.

It’s a new visual story that walks the line of being a touch gimmicky but its definitely afresh in what I’ve seen so far and I cant help but bookmark and be more than intrigued.