Estelle Huang
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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.