iHOP

As the Creative Director for Kiehl’s Lunar New Year campaign, Ride Home with Kiehl’s, I led the brand’s most high-profile initiative in its largest market. Celebrating the cultural significance of family reunions during the Lunar Festival, the campaign balanced meaningful storytelling with strategic product integration to drive awareness, engagement, and conversion.
 

I oversaw every aspect, from photoshoots and motion graphics to AR gaming experiences and social assets for platforms like WeChat and Taobao. To deepen engagement, the campaign featured an interactive AR experience where users scanned products to open virtual red envelopes with rewards redeemable in-store and online.
 

To ensure consistent execution globally, I developed a playbook empowering regional teams to adapt and activate the campaign effectively. By combining thoughtful cultural insights with innovative strategies, the campaign strengthened Kiehl’s connection with its audience and elevated its presence in key markets.