Estelle Huang
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ESTELLE HUANG
ART DIRECTOR
Farfetch-Valentine’s Day
In this project, I conceptualized and executed a Valentine's Day campaign for Farfetch China, centered on capturing the diverse emotional nuances of modern relationships. The creative direction balanced editorial-grade minimalism with high relatability, successfully resonating with the local audience. This strategic approach resulted in a 10x surge in organic traffic on Farfetch's official WeChat channel, boosting readership from a 3k average to over 23k per post.
Farfetch is a leading global marketplace for the luxury fashion industry. The Farfetch Marketplace connects customers in over 190 countries and territories with items from more than 1,400 of the world’s best brands, boutiques, and department stores, delivering a truly unique shopping experience and access to the most extensive selection of luxury on a global marketplace.
Role Competencies& Deliverables
- Creative Direction: Concept Development, Visual Identity, Art Direction.
- Production: Set Design & Fabrication, On-site Execution.
Content: Fashion Photography, Short-form Video.
Strategy: Market Analysis, Social Media Growth, Integrated Marketing.
Farfetch
I lead the visual content creation for Farfetch China's Black Friday new arrivals discount campaign, focusing on capturing the premium aesthetic of luxury fashion while highlighting compelling promotional offers.
Role Competencies& Deliverables
- Art Direction: Concept Development, Visual Identity, Art Direction.
- Production: Set Design & Fabrication, On-site Execution.
Content: Fashion Photography
Judydoll & Disney
In my role as Creative Director for the launch of the Judydoll x Disney collaborative collections—notably the high-profile Chip 'n' Dale series—I spearheaded the creative vision to align with the aesthetic preferences of Gen Z. To elevate the visual storytelling, I facilitated a strategic partnership with the high-fashion label SHUSHU/TONG, incorporating their signature garments to complete the styling. I directed the production of diverse on-set environments and multi-platform visual assets. This creative strategy resulted in a significant surge in social media engagement: while average posts typically garner 2k views, the three primary campaign posts featuring my directed content achieved between 19k and 34k views each.
Judydoll is a premier cosmetics brand based in Shanghai, China. Founded in 2017, the brand is defined by its ethos of "playful color, vibrancy, and premium texture," specializing in eye makeup, blushes, base products, and lip glazes. Since expanding into direct-to-consumer retail in 2020, Judydoll has established over 80 flagship stores in major cities like Shanghai and Shenzhen, with a distribution network reaching over 15,000 retail channels. By 2024, the brand’s retail sales exceeded 2.5 billion RMB, with a global footprint spanning over 50 countries.
Role Competencies& Deliverables
- Creative Direction: Concept Development, Visual Identity, Art Direction.
- Production: Set Design & Fabrication, On-site Execution.
Content: Fashion Photography, Short-form Video.
Strategy: Market Analysis, Social Media Growth, Integrated Marketing.
Air Jordan Retro High OG ‘Taxi’
As the Creative Director and Lead Scenographer, I conceptualized and orchestrated the entire visual narrative for the Air Jordan 1 'Taxi' campaign, translating Michael Jordan’s historic legacy into immersive, high-impact spatial designs. My role bridged creative vision with technical precision: I meticulously engineered the spatial logic required for high-speed motion control (Bolt) photography, calibrating set dimensions and depth of field to achieve flawless synchronization with the robotic arm’s programmed trajectories. By harmonizing sophisticated color orchestration with rigorous technical execution, I transformed the product’s aesthetic into a powerful visual symbol of the brand's heritage.
Role Competencies& Deliverables
- Creative Direction: Concept Development, Visual Narrative, Visual Identity.
- Set Design & Engineering: Spatial Design, Motion Control Synchronization, Set Fabrication & On-site Execution.
- Technical Direction: Choreographing camera paths, Spatial calibration for robotic precision, Scene-to-motion synchronization.
- Content: Short-form Video Production, High-speed Motion Cinematography
Air Jordan-Channel 23
Serving as the Creative Director, I translated Hangzhou’s unique urban identity into a cohesive visual framework for this creator-led campaign. I orchestrated the spatial storytelling by designing bespoke environments that bridged each creator’s personal narrative with Xsneaker’s athletic DNA. My role involved the end-to-end conceptualization and physical fabrication of the sets, where I utilized environmental design to harmonize dynamic movement with emotional depth, ensuring the physical space acted as a strategic catalyst for the campaign’s storytelling.
Role Competencies& Deliverables
Experiential Space Designer
GABRIELE COLANGELO Showroom Pop-up
As the Creative Director & Experiential Space Designer, I conceptualized and engineered an immersive retail environment that translated Gabriele Colangelo’s 'Chiné' textile technique into a large-scale spatial experience. I designed the entire visitor journey and circulation, strategically placing four-meter-tall installations—which I fabricated using thousands of hand-dyed silk threads—to serve as both artistic anchors and optimized visual touchpoints. By meticulously balancing sensory craftsmanship with spatial strategy, I orchestrated a narrative environment that drove significant digital impact, successfully attracting over 10 high-profile fashion influencers (ranging from 150k to 600k+ followers) and generating massive organic social media engagement.
GABRIELE COLANGELO is a pinnacle of intellectual chic and architectural tailoring on the Milan Fashion Week calendar. Recognized as a "Designer’s Designer" and an LVMH Prize nominee, the brand is defined by its avant-garde textile research and precise geometric structures. It represents the height of contemporary Italian craftsmanship, where luxury is articulated through texture and form rather than logos.
Role Competencies& Deliverables
Creative Direction: Concept Development, Intellectual Aesthetic Strategy, Textural Narrative.Spatial & Experience Design: Visitor Journey Mapping, Circulation Strategy, Immersive Scenography.Installation & Craftsmanship: Large-scale Thread Art Engineering, Hand-dyed Textile Fabrication, On-site Build & Execution.Content: Spatial Visual Identity, Curated Brand Experience.
Exhibition for Artist Shan
I produced custom sculptures for an artist's solo exhibition, spearheading the translation of 2D illustrations into 3D physical forms. The primary challenge lay in preserving the artist's unique illustrative style while navigating the transition between dimensions. The process involved precise 3D modeling and prototyping, followed by high-fidelity 3D printing. Both the large-scale and miniature pieces were finished with meticulous hand-painting to achieve the final artistic texture.
Therapeía
Therapeía is a designer furniture brand I founded and scaled. Building on two years of experience as a Buyer for Mid-Century Modern (MCM) furniture in the UK, I identified a market gap upon returning to China: the lack of high-aesthetic, attainable alternatives to premium vintage originals. I strategically positioned the designer brand to capture the "attainable luxury" segment, specifically targeting lifestyle-oriented professional women through highly curated visual storytelling.
Operating as a Lean Startup, I oversaw the entire product lifecycle—from conceptual design and manufacturing to brand identity and multi-channel marketing. Leveraging 3D visualization, the brand’s social handle (@Asi-Design on the platform Rednote) secured 2,000 high-intent followers within the first three months through digital renderings alone, eventually scaling to a community of 4,000+ active users. This digital-first strategy achieved a peak monthly revenue of $20,000 within the first year.
To further the brand's digital ecosystem, I designed a WeChat Mini-program ( SaaS-integrated sales platform), providing customers with a seamless, interactive, and high-conversion web experience.
Core Competencies & Deliverables
- Brand Strategy & Vision: Defined market positioning and developed comprehensive Go-to-Market strategies.
- Creative Direction & Visual Identity: Orchestrated the complete Brand Identity and Visual System (VI).
- 3D Design & Visualization: Expert-level 3D modeling and photorealistic rendering for product development and marketing.
- Content & Social Media Marketing: End-to-end social media content strategy and community management.
- Creative Technology: Full-stack development of interactive web experiences and e-commerce UI/UX.
- Production & Supply Chain: Managed the transition from design prototypes to mass production.