Gentle Monster

Role: Collaborative concept development and campaign design
Team: Taylor, Zhiyin, and me
Focus: Creative strategy · Visual direction · Social and experiential concepts

The Challenge

The project asked how an eyewear campaign could communicate a distinctive perspective on identity while keeping the product integral to the idea.

The challenge was to move from broad themes of individuality toward a creative direction that could work across digital content and physical experiences.

My Role & Strategic Response

Working with Taylor and Zhiyin, I contributed to the campaign’s concept development and visual execution.

Our strategy positioned eyewear as part of how people construct and communicate their identity. This created a connection between the product and the campaign’s broader exploration of self-expression.

Design Resolution

We developed statement imagery and unconventional presentation across social content, proposed installations, and experiential applications.

The creative direction maintains a consistent character while adapting to different contexts. Digital formats communicate through concentrated visual statements; physical concepts explore how the same idea could become an environment or encounter.

Outcome

The project presents a coordinated campaign concept spanning multiple formats. It demonstrates how collaborative strategy and visual development can extend a brand perspective beyond individual advertisements.