Fashion and beauty films
Grace Liu spent over a decade shaping global creative at Calvin Klein, David Yurman and Laura Mercier. Her David Yurman films make up most of this page, alongside her directed AI short cinema, which reinterprets fashion, film and cultural memory.
Beside her are Mike Lee Thomas's campaigns for Tommy Hilfiger, Superdry and New Balance, and Adrian Van de Velde's films for LUX and Wella, among them Koleston Perfect, made with generative AI.
Films
21 films
Koleston Perfect
Fashion Apocalypse
Fashion Designer
Leaders of Now (Director's Cut)
Run LDN
Win Different (Director's Cut)
American Princess
Cable Inspiration
Chevron Inspiration
Collaboration
Confidence
Decade Hopping
Intimate Ritual
Madison Collection 1
Madison Collection 2
Sculpt Your Own Path
Sculptural Inspiration
Thank You Emily
The Power of Jewelry
The Pursuit of Excellence
Unlock Nostalgia
How we work
Live action
Campaign films for David Yurman, Tommy Hilfiger, Superdry, New Balance and LUX, shot with talent and crew.
Directed AI
Grace Liu translates brand codes into cinematic worlds with AI. Adrian Van de Velde's Koleston Perfect for Wella was made the same way.
Campaign to social
Grace Liu's work at Calvin Klein ran from campaign films to social, including #mycalvins, and her studio partners with brands on campaigns, AI visuals and films.
Questions
- Who directs fashion and beauty work at Ruse?
- Mainly Grace Liu, a creative director and filmmaker whose studio works out of New York and Los Angeles, with Mike Lee Thomas and Adrian Van de Velde.
- Do you make hair and beauty films with AI?
- Yes. Koleston Perfect, for Wella, was made with generative AI and directed by Adrian Van de Velde.
- Where does Ruse produce?
- Ruse has studios in Sydney and Bangkok and a presence in Shanghai, with a post-production network across all three: edit, colour, VFX and CGI, generative AI, sound and music, in studio or fully remote.