This collaborative project was created for the National Student Advertising Competition and focused on developing a full creative campaign for Tai Pei frozen foods. As co-creative director, I contributed to the campaign through photography, editorial layout design, and the development of supporting visual materials used throughout the campaign and plan book.
Our campaign slogan, “Let the Good Fortunes Roll,” builds on Tai Pei’s existing brand identity while introducing the idea that the brand can play a role in helping consumers embrace everyday moments of success and enjoyment. The visual direction was designed to appeal to a millennial audience through bold, appetizing imagery, vibrant layouts, and attention-grabbing social media-focused advertising concepts.
The final plan book combined extensive research, campaign strategy, creative development, and media planning into a cohesive editorial presentation. The layouts were designed to balance information-heavy content with engaging visuals, creating a polished and accessible campaign narrative.
Creative Direction & Campaign Development
Editorial Layout & Publication Design
Food Photography & Visual Styling
Advertising Design & Social Media Campaigns
