CONTENT & SOCIAL
Social-First Content systems across beauty, wellness, and FMCG brands.
Across the Roster
Each month, I take part in brainstorming and ideation sessions, then check the resulting ideas against strategy and objectives before masterplan production starts. As Art Director, I hold internal sign-off on creative direction before it goes to the client, and we adjust when client feedback or new information calls for it. I also lead and mentor a team of five designers and a videographer, and oversee art direction across formats.
Ideation & Brainstorming · Masterplan QA · Art Direction · Team Leadership & Mentoring · Internal Creative Sign-Off
CLARINS · Agency Partner · Southeast Asia Rollout
Storyboard to final delivery
As Art Director within the agency partner on Clarins' regional video content, my role covered production and quality, from the first storyboard through to delivery, making sure every video met the brand's standards and felt right for the local market before it reach the client. When I was on set, I also directed the set design, briefed talent, checked lighting and angles, and made changes on the spot when something wasn't working. For static content, my role was usually to review and refine what the designers had built.
Motion & Video for commercial goals.
Directed content from concept through to final cut, adapting pacing, length, and framing to each platform's requirements and the campaign's objectives, from vertical cut-downs for social to longer-form edits for hero films and web.
PAID & LEAD-GEN CREATIVE
Paid and lead-gen creative across skincare, eyewear, and wellness runs through the same process, refined against CTR, CPA, and conversion data as each campaign plays out.
