Brands don’t need more content.
They need a reason to matter.
What I deliver / Moncler
D1 / In-house leadership
01 / 2025 · Proves cultural intelligence
Warmer Together
Cannes Lions 2026Luxury Grand PrixCampaign recognition ↗
From physical warmth to emotional warmth.
Warmer Together reframed Moncler’s oldest product truth as an emotional brand truth: warmth is the human connection found in conversation, shared silence and lifelong togetherness. Al Pacino and Robert De Niro’s 50-year friendship made the idea timeless, intimate and credible.
“It was always about what was happening on the inside.”
温暖与共
Built one precise Chinese narrative direction across dialogue-rich films, manifesto, headlines and stills—extending the story from two legends to the people, relationships and quiet moments that make life feel warm.
Made the campaign tangible at Shanghai P66 through film, portrait participation and a city “Warm Journey,” connecting cultural storytelling with a visitable brand experience and store traffic.
Built one connected digital journey: a 16-day Douban film hub turned the campaign into cultural conversation, while branded “Warm Coordinates” across navigation platforms moved that interest from online discovery to an in-store moment.
02 / 2026 · Proves integrated planning
Best of Summer
Moncler enters its least natural season on its own terms.
Rather than competing with heat, Moncler reframed summer through its own codes. Puffiness became attitude, form and play: a buoyant world of sculptural creatures, expressive product and joyful exaggeration.
One global idea, translated into a market system.
轻 carries lightness. 松 holds both Moncler’s puffy softness and a relaxed state of mind. 入夏 makes the brand’s move from mountain winter to urban summer feel natural—expressed through “叠穿随心，一眼盟可睐.”
A campaign creature became a street-level landmark at Chengdu Taikoo Li. Lisa led the installation content system—from reveal and social cut-downs to celebrity check-in, KOL visits and an interactive landing-page journey.
The campaign’s playful creatures and puffy visual language travelled across key retail destinations—Beijing Sanlitun, Shanghai Plaza 66 and Chengdu Taikoo Li—turning separate windows and façades into one recognizable China chapter.
03 / 2022 · Proves brand building
70th Anniversary
70 Years of Extraordinary.
The anniversary was built as momentum, not nostalgia. Moncler connected its past, present and future through the people who shaped the brand, the Maya icon reimagined for a new generation and participatory experiences that invited its worldwide community into the next chapter.
Make heritage visible, participatory and shoppable.
Turned the anniversary into a city-scale signal through landmark OOH across Shanghai, Hangzhou and Chengdu, with large-format capture extending the physical takeover into social content.
Connected the new ambassador announcement, New Maya 70 storytelling and Tmall flagship opening in one content system—using Wang Yibo’s cultural reach to create anticipation, traffic and a direct path to commerce.
Localized the global TikTok participation idea for Douyin, turning the anniversary icon into a creator-led social challenge and expanding the campaign beyond paid visibility into active cultural participation.
2024 / Genius 24
The City of Genius
Turn a global Genius platform with multiple designers, spaces and stories into one legible local campaign and live audience journey.
The integrated China plan, campaign-asset interpretation, media-partner content from brief to amplification, and local leadership of the event livestream.
A connected system spanning translated global assets, local editorial content and a near one-hour livestream coordinating multiple hosts, guests and designer zones.
Selected event visual and motion asset from the project archive.
2023 / Genius 23
The Art of Genius
Capture a major overseas luxury event after the pandemic with compressed celebrity schedules, restricted access and a two-day teaser deadline.
The complete local celebrity visit content plan, on-site London capture, rapid approvals and social delivery.
China social generated 80% of total Genius event engagement.
One of luxury’s first major overseas show moments after the pandemic became a live content operation: plan for every possible route, capture within tight access windows and move the story from London to China while the event was still unfolding.
Mapped the celebrity route, priority shots, platform needs and contingency plans before a single frame was captured.
Followed the artist through a crowded, access-restricted event and captured both hero moments and the atmosphere around them.
Ran selects, approvals and delivery in parallel so teaser content could go live in China within two days.
The teaser turned a compressed overseas schedule into one fast, legible social story for China.
80%of total Genius event engagement came from China social.
2021 / Genius 21
Mondo Genius
Deliver Shanghai capture to global standards while the shoot was directed remotely across time zones.
Real-time HQ communication, local capture direction, global delivery and all local celebrity teasing content.
High-quality local content was delivered into the global event system despite the remote production model.
A live global platform demanded local judgment in real time. Lisa kept Shanghai aligned with HQ, directed capture across the time difference and translated the event rhythm into a complete set of Chinese assets.
Stayed in lockstep with HQ while the global programme was still unfolding.
Guided host, atmosphere and performance capture remotely under live production conditions.
Delivered high-quality Shanghai material to HQ and built Chinese teasing assets for local audiences.
What I deliver / Agency years
D2 / 2008—2020 · Creative foundations
Years across luxury, beauty, fashion and lifestyle built the creative judgment, language discipline and team leadership that now inform her in-house point of view.
Guerlain / 2019
「轻」出于兰
Case narrative / 2019
Orchidée Impériale was Guerlain’s most premium skincare franchise. The task was to rebuild desirability among a younger luxury audience without diluting the authority of its star ingredient.
Make an established premium line relevant to a younger audience while protecting its ingredient credibility and elevated codes.
Youth Power from Orchid shifted youth from an age claim into a feeling of lightness and power—rooted in the orchid itself.
Yang Yang embodied the attitude across TVC, KV, teaser, Weibo and WeChat media, KOL content, Tmall Hey Box and an offline event with Li Jiaqi.
The launch generated massive buzz, conversion above expectation and the top product position in four Tmall Hey Box categories.
Guerlain Orchidée Impériale campaign film.
Cartier / 2016
“钉”义自己
Case narrative / 2016
Juste un Clou already had unmistakable design recognition. The opportunity was to turn its rebellious code into a participatory cultural idea for a new generation in China.
Renew local relevance around an established object without reducing the story to product features or a conventional celebrity endorsement.
Nail Down Yourself transformed the nail from an object into a verb—and the product into an attitude of self-definition.
Lu Han led a full social activation spanning teaser, launch video and a 360° mobile backstage experience that invited audiences behind the scenes and onward to conversion.
The campaign generated 1.02M comments alongside 560M views, turning a luxury icon into a high-participation cultural conversation.
Campaign visual and film from the project archive.
Givenchy / 2019
粉碎不可能
Case narrative / 2019
Givenchy needed to establish Le Rose Perfecto as a new star lipstick line and build enough desire, participation and urgency to win on Tmall Super Brand Day.
Give the product a distinct cultural role, generate broad fan attention and convert that momentum during a concentrated commerce moment.
Pink Is Unbreakable recoded pink as defiance, individuality and bold fashion attitude—an idea Jackson Yee could embody credibly.
Announcement, TVC, KV, BTS and CTA films, social and KOL content, opening-screen media, Tmall exclusives and Super Brand Day worked as one launch system.
Le Rose Perfecto ranked #1 in the lipstick category on Super Brand Day while generating massive engagement and fan buzz.
Campaign visual and film from the project archive.
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