Chinese Valentine's Day
2024

Brand Positioning Strategy, Digital Design Direction

For FY25, I developed the strategy and overarching equity framework to guide all M·A·C China Love Moment campaigns. I created a comprehensive vision toolkit that redefined the image direction, graphic language, typography, and editorial tone, ensuring a cohesive brand experience and consistent M·A·C look and feel across all Valentine’s Day campaigns. To support seamless execution, I provided the local team with creative strategy, execution examples, and taglines. The China team then took the lead on further creative development and celebrity asset production, collaborating closely with Global Marketing and Creative for approvals.

Below is an example from the Chinese Valentine’s Day campaign, featuring special-edition packaging, celebrity endorsements, and curated gift boxes.