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Selected work

How judgment changed the work.

Each case uses the same evidence structure while its key visual keeps its own composition, focal point and space.

01 / Caltrate

Your Move, Your Strength

Mobility matters at every stage of life.

Caltrate Your Move, Your Strength campaign image series
Challenge

Calcium messaging often stops at ingredients and age, losing its link to everyday movement.

Approach
  1. Unified the 30th anniversary around Your Move, Your Strength.
  2. Used family, everyday and active-life scenes across different needs.
  3. Linked products, people and life stages with one yellow movement device.
What remained

Created a visual system across ages and products, framing calcium around continued movement.

02 / Centrum

The Beauty of Vitamins

The ingredients were visible. Their combined role was not.

Centrum The Beauty of Vitamins campaign image
Challenge

Words alone could not explain why different vitamins and minerals belong together.

Approach
  1. Used microscopic imagery to make nutrients visible.
  2. Structured the information around science and function.
  3. Built four themes for the exhibition and educational content.
What remained

Made the formula logic visible and reusable across the campaign and exhibition.

03 / McDonald’s

Light Up Dreams

Parents wanted to build with their children, not only plan for them.

McDonald’s and CLEP Light Up Dreams campaign image
Challenge

A promise about children's growth needed an action families could join.

Approach
  1. Began with hands-on family workshops in restaurants.
  2. Extended the experience into expert-guided rocket exploration.
  3. Published the children's work beyond the event.
What remained

Turned a growth promise into an action where families could build, launch and be recognised.

04 / McDonald’s

Angus MAX

A visible action made the product experience memorable.

McDonald’s Golden Mask Angus MAX campaign image
Challenge

Generic product claims created no memorable bridge from interest to trial.

Approach
  1. Named the cheese-over-patty action the Golden Mask treatment.
  2. Used crossover intrigue, then brought the idea into restaurants.
  3. Connected live and social content directly to trial.
What remained

Created a repeatable launch mechanism linking a visible cue, experience and trial.

05 / Li-Ning

Watch Me

The athlete's influence had to become an invitation to act.

Li-Ning and Yang Hansen Watch Me campaign image
Challenge

Talent and achievement alone would not make the brand attitude feel personal.

Approach
  1. Built one shared expression for athlete and brand: Watch Me.
  2. Placed it in training, competition, imagery and film.
  3. Turned the athlete's line into an invitation to act.
What remained

Created a recognisable line and campaign system linking athlete, basketball and action.

06 / Caltrate

Caltrate 1787 Launch

A specialist product needed a credible sporting context.

Caltrate 1787 launch key visual
Product truthExpert authorityReal movement
Challenge

A list of ingredients did not explain the product's relevance to active people.

Approach
  1. Placed the product in a real sporting context through trail running.
  2. Gave experts, athletes and specialist discussions distinct roles.
  3. Connected the event, social content and launch activity.
What remained

Created reusable launch assets linking product facts, specialist authority, sport and content.

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