MATERIAL
Content Portfolio
A case study in high-retention storytelling and search intent. Scaled a personal platform to 3M+ views with a 12.5% engagement rate to test community-driven hooks and organic discovery. This project focuses on building genuine connection through consistent visual experiments.
KPIs
Reach: 3M+ Total Views
Engagement: 380K+ Likes
Growth: 5,000+ Followers
Retention: 88% FYP Traffic
Boy Smells Integrated Campaign Concept
Developed a multi-platform campaign concept for Boy Smells centered around fragrance layering as a form of self-expression. Created the “For Every Side of You” concept, combining creative direction, audience strategy, launch planning, and branded visual assets. The project included moodboards, photoshoot planning, campaign budgeting, social media strategy, and digital mockups designed for Gen Z and Millennial consumers.
Rare Beauty 2025 FSF Nominee
"RareMatch" AI/AR Personalization Campaign
A strategic 360-degree launch plan focused on enhancing the customer journey through integrated technology. This project leverages AI-driven personalization and AR social media tools to bridge the gap between organic discovery and e-commerce conversion.
Innovation: Strategy centered on AI makeup recommendations and AR virtual try-ons to personalize the path to purchase.
Engagement: Developed TikTok and Instagram filters for color-palette analysis, targeting 50,000+ user interactions.
Revenue Focus: Integrated app-exclusive incentives and retail-focused KPIs to convert social awareness into direct sales.
Omnichannel Strategy: Proposed pop-up activations in major cities featuring virtual makeup artist technology for a seamless physical-digital experience.
Woodphoria ShootVisual Concept & Styling
Art directed a product-focused shoot for Boy Smells "Woodphoria" in collaboration with photographer Beita Tang. The project focused on high-contrast lighting and organic textures to elevate brand storytelling through a curated visual lens.
Role: Art Direction and Visual Concept Development
Experiental Retail: Vibram Future Store
Lead researcher and creative director for a 360-degree retail concept on South Congress. This project focused on blending high-performance footwear with urban lifestyle through an immersive "Urban Adventure Studio". Strategic market research identified Austin as the primary target hub due to its #1 ranking in U.S. outdoor participation. The retail strategy featured an interactive "Terrain Zone" for product trials and a community-focused lounge featuring local partnerships. To drive awareness, I developed a $1.36M 360-degree marketing campaign targeting 5M+ earned media impressions. Omnichannel integration was implemented through touchpoints including AR trail filters and an AI-powered smart inventory system.
Brand Expansion: Peachy Den
I independently developed a strategic expansion plan to scale Peachy Den’s market presence through a "New Wave" brand evolution. This project focused on identifying growth opportunities within niche community-centric markets and translating trend research into a 360-degree marketing roadmap. By analyzing consumer behavior and competitive landscapes, I created a strategy designed to broaden the brand’s reach while maintaining its core "cool-girl" identity. The final deliverable bridged the gap between high-level trend analysis and actionable digital tactics to drive long-term brand equity and market scaling.
Global Sourcing Strategy
Developed a global sourcing strategy for Red Ribbon, a womenswear brand focused on accessible luxury essentials. Conducted country and supplier analysis to evaluate cost, quality, scalability, and compliance.
Selected China, Pakistan, and South Korea as the optimal sourcing mix and identified top suppliers through scorecard evaluation. Delivered a clear plan including a line plan, supplier strategy, and operational framework to support growth, consistency, and ethical production.
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