Hakkasan
I held the position of Senior Designer at Tao Group, where I managed the creative aspects of Hakkasan Mayfair and Hanway Place from 2018 to 2023. In this role, my responsibilities included collaborating with the Marketing team to deliver campaigns for events such as Chinese New Year, Mid-Autumn Festival, and Hakkasan Lates.
THE YEAR OF THE TIGER
In 2022, during the Year of the Tiger, I took a central role in orchestrating the Chinese New Year campaign for Hakkasan. As the creative lead, my responsibilities included conceptualizing, designing, and executing the campaign's creative elements such as printed collateral such as menus and wishing ribbons, photography style, food styling, social content creative and restaurant decals.
Leveraging my expertise and innovative approach, I successfully crafted a compelling narrative and visual identity that resonated with the theme, capturing the essence of the Year of the Tiger for Hakkasan's celebratory campaign.
THE CREATIVE PITCH
EXPERIMENTAL COCKTAIL LAUNCH
I directed the creative strategy for Hakkasan's cocktail launch, proposing four unique videos to showcase the twelve cocktails in different styles: black and white, fairy tale, anime, and enhanced. As the creative lead, I curated mood boards, organized shoots, coordinated with models, and collaborated with an anime illustrator. Working closely with the social media team, I ensured a cohesive and impactful launch across various platforms, successfully highlighting the versatility of Hakkasan's cocktails.
HAKKASAN
LATES
I led the creative campaign "Hakkasan Lates," overseeing the development of a digital and print strategy. As the creative lead, I conceptualized, designed, and executed a compelling campaign aimed at positioning Hakkasan as a sought-after late-night venue, strategically enhancing after-dinner trade. The success of the campaign not only elevated Hakkasan's image but also significantly increased late-night foot traffic, contributing to a vibrant after-dinner trade.
