CARMENTAN.ART
DIGITAL MARKETING PORTFOLIO
I build digital campaigns that work are intentionally story and motion-led, content-aware, and tuned to each platforms' behaviours. From 2021–2024, I led creative work across beauty, wellness, healthcare, and FMCG brands, spanning campaign development, social content systems, performance design, and solo animation. I work best where visuals meet intent: turning briefs into scroll-friendly, story-led content that stays on tone and gets things across.
WHAT I BRING TO THE TABLE
Here’s how I lead, collaborate, and bring creative clarity to every stage
Creative Direction & Strategy
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Lead campaign vision across digital platforms and content systems
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Shape brand storytelling from concept to execution
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Collaborate with producers, strategists, and copywriters to align goals
Visual Design & Execution
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Design motion, social, and ad assets for platform behavior
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Animate key visuals and support rollout production as needed
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Assist QA through layout checks and brand alignment reviews
CAMPAIGN CASE STUDIES
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PHYSIOGEL TRIPLE ACTION
Role: Art Director & Game UI/UX Designer
Challenge: Increase sample redemption, brand awareness, and product engagement through campaign microsite and social media strategy
Solution: Interactive landing page with a mini-game redemption flow + awareness & engagement social media content + paid ad creative
ROCHE Her Time Matters
Role: Art Director, Animation Director, Motion Designer
Challenge: Combat cancer stigma and low awareness of treatment options through an engaging, emotionally resonant digital campaign.
Solution: Developed a story-led microsite, directed and animated a key campaign film (Dear You, Love Me), and designed performance-driven social content supported by targeted paid media.
SOCIAL MEDIA CONTENT MARKETING
I create social ecosystems that transform casual scrollers into engaged communities. By balancing brand consistency with platform-native content, my work helps brands find their authentic voice in crowded feeds while driving measurable performance gains.
CLARINS
Premium Skincare
REGIONAL CONTENT SUPPORT & QUALITY ASSURANCE
Supported Southeast Asian rollout by reviewing content for video & design consistency, as well as assisting during shoots. Helped adapt premium brand visuals to fit local cultural moments.
ROLES & RESPONSIBILITIES
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Reviewed and refined monthly video content for layout, motion, and brand alignment
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Supported set prep and creative direction during key shoots
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Flagged global assets needing cultural/local tweaks for this region
ELLGY PLUS
Dermatological Skincare
Always-On System + Festive Campaigns
I helped reposition Ellgy as a more relatable, wellness-first brand while retaining its clinical trust. Leading the always-on creative system, I directed visual identity across seasons, guided junior designers, and balanced product utility with softer storytelling.
ROLES & RESPONSIBILITIES
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Led art direction for seasonal content (CNY, Ramadan, Merdeka, Christmas)
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Directed motion and static visuals for social channels
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Mentored team members and oversaw production Quality Assurance
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Developed visual content pillars that mixed skincare education with audience warmth
AMWAY ARTISTRY
Skincare & Make Up
EDUCATIONAL BEAUTY DESIGN & CONTENT SUPPORT
For Artistry's social presence, we focused on elevating their beauty education content with more engaging formats, influencer integration opportunities, and platform-specific design systems.
CONTENT : Elynn Wong
CREATIVE : Carmen Tan, Lilian Tan, Izzy Yong
ROLES & RESPONSIBILITIES
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Executed layout and visual design for tutorials and influencer content
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Adapted brand visuals for different audience segments
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Contributed to monthly theme planning and content ideas
PERFORMANCE MARKETING
HOYA
Optics & Eyewear Imaging
MiYOSMART & SENSITY 2 DIGITAL PERFORMANCE ADS CREATIVE & STRATEGY
For HOYA's innovative MiYOSMART and Sensity lens products, I created performance-driven creative optimized for specific audience segments and platform requirements, supporting Meta, YouTube, and GDN. The work targeted parents concerned about children's myopia and office professionals seeking eye comfort solutions.
CONTENT : Aqilah Zailan
CREATIVE : Carmen Tan, Will Wai
ROLES & RESPONSIBILITIES
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Developed platform-specific creative (Meta, GDN, YouTube) with strategic visual hierarchy
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Created A/B testing variants focused on audience pain points and product benefits
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Designed motion ads emphasizing product differentiation in a crowded market
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Built responsive creative systems adaptable across multiple ad placements
KOSÉ
Japanese Skincare
KOSÉ SAVE THE BLUE CONTEST PERFORMANCE MARKETING
KOSÉ's environmental campaign needed performance creative that would drive contest participation while reinforcing their reef-safe sunscreen positioning. Our team created visuals that maintained the campaign's oceanic aesthetic while delivering clear conversion messaging.
CONTENT : Nik Nayly
CREATIVE : Krystyn Chew, Carmen Tan
ROLES & RESPONSIBILITIES
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Designed performance-optimized creative for Meta and GDN platforms
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Developed motion assets highlighting contest participation and environmental impact
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Created a unified visual system that connected awareness and conversion creative
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Built variations targeting different audience segments and environmental interests
BAKE WITH YEN
Food & Supply
YOUTH-FORWARD SOCIAL MEDIA CONTENT & CAMPAIGN STRATEGY
Helped reposition a traditional baking brand to better engage Gen Z, hobbyist bakers & professionals. My role spanned design direction, production support, and developing creative for B2B and B2C touchpoints.
ROLES & RESPONSIBILITIES
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Art Direction & Creative Leadership across retainer and campaigns.
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Assisted in motion design and content rollout planning
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Collaborated on video/photo shoots and digital strategy alignment
BRANDED VIDEO & MOTION CONTENT
Motion design and video content are increasingly central to effective digital campaigns. I work with teams to develop video assets that balance brand storytelling with platform-specific requirements, creating content that captures attention in the first crucial seconds while delivering complete messaging.
DECORTÉ
Premium Skincare
MONTHLY PRODUCT VIDEO CONTENT
DECORTÉ is a Japanese luxury skincare brand known for refined formulations and a soft, high-end visual identity. I supported their ongoing product launch videos by helping shape and provide quality assurance for storyboards, reviewing edits, and making sure the content matched the brand’s calm and elegant tone.
ROLES & RESPONSIBILITIES
Role: Motion Director & Storyboard Designer
Platform: Instagram, Facebook, YouTube
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Storyboarding and visual planning for product focus and flow
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Assisted on and directed shoots, animation and edit reviews
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Provided design QA and kept content aligned with the branding