CONTENT & SOCIAL
Social-First Content systems across beauty, wellness, and FMCG brands.
Across the Roster
I participated in and oversaw monthly brainstorming and idea sessions, compared and evaluated the developed ideas in terms of strategy and goals. As an art director, I approve all creative work before it is submitted to the client, or made changes based on feedback. I manage a team of five designers and a videographer, overseeing art direction in production, and providing guidance and creative feedback.
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.
