Lee Kum Kee — Global Advertising Campaign

The brief was to capture a sense of magic — food that feels comforting, familiar, and a little bit enchanting, across culturally distinct dishes from Hungarian goulash to a beef and broccoli stir-fry. The client gave me full creative freedom over colour and positioning, trusting me to find the visual language that made each dish feel like a small piece of everyday magic, while still reading as one cohesive campaign built around the versatility of oyster sauce.

I worked across concept development through to final delivery, using Photoshop and Illustrator for visual assets and typography, under tight deadlines from initial concept through to worldwide release. I took part in client meetings, both in-person and remotely, presenting ideas and responding directly to creative feedback — and on shoot days, I supported the Set Designer with styling, preparation, and on-site coordination, giving me a hands-on understanding of how a concept translates from a flat design into something physically styled and shot.