— PROJECT NAME

时令官

— ROLE

Creative Direction

Visual Systems

Art Direction

— DATE

2022-2024

Guided by the brand’s belief in making traditional culture relevant to younger generations, the project drew inspiration from China’s 24 Solar Terms to create a continuous platform for seasonal storytelling. Rich with ingredients, rituals and cultural references, it provided an evolving canvas for connecting food culture with contemporary life.

• As Creative Lead, I shaped the visual language and creative systems behind the platform, translating diverse themes into more than 30 campaigns across multiple years. Working closely with brand teams and agency partners, I led the creative development and visual execution across films, key visuals and downstream touchpoints. While each season explored a distinct theme, together they formed a cohesive and evolving expression of the brand’s perspective on culture and everyday life.

Campaigns developed during this period received various recognition from leading industry award shows.

2× Gold — Jintou Creative Awards (2024)

1× Bronze — China 4A Creative Awards (2024)

1× Gold, 1× Silver, 4× Bronze — DAwards Digital Awards (2024)