Social Media
Short-form video, content ideation, and PR-driven social work for brands and campus communities. It includes campaign content, event coverage, and visual storytelling built to hold attention. These projects show how I keep a brand’s voice consistent across platforms while making each piece feel personal.
Golden Goose
Bringing local culture and craft into a brand’s store opening.
For Golden Goose’s Chengdu store opening, I developed a video that ties the launch to a local artist. I proposed several cultural directions, pushed for bamboo weaving, and built a pitch deck covering the concept, similar past cases, and artist profiles. Once the artist was selected, I researched comparable events and reviewed the shooting guide and script. I also explored how bamboo weaving could carry into the products themselves, imagining woven accessories that bring the craft into everyday pieces. I love when a store feels rooted in the craft of the place it stands.
Skills: Ideation · Short-form video concepting · Brand storytelling
Results: 9M+ Instagram views
Bridging a global campaign and the Chinese social feed, one launch at a time.
I worked with the PR agency to move Mido’s press releases between English and Chinese, then adapted the global campaign assets for China. I looked at how each piece would actually sit on RedNote, WeChat, and Weibo, and pushed for graphics and articles that stayed true to the brand’s global identity while matching the aesthetic and values of each watch model.
For the launch event, I managed a team of six photographers and videographers to capture the moments the campaign needed, then supplied the photos for press.
Skills: Event photography · PR coordination · Chinese social media · Platform-specific content
Results: Two TV 28 model launches supported, including a café activation with 50+ KOLs, and regular monthly content released on schedule
Mido Watches
Columbia University Fashion Society
Turning a campus fashion community into a feed people check every week.
Ten posts a month, one team, and an Instagram that finally looks like the community behind it.
As Communications Co-Chair, I led the Instagram revamp and coordinated a team of 20 to plan, shoot, and publish about ten posts a month. I set the direction for how the account looks and sounds, so that event coverage, member spotlights, and campus announcements all feel like they belong to the same story. Watching a feed grow from a scattering of posts into something members actually follow has been one of the most rewarding parts of my time at Columbia.
Skills: Instagram strategy · Content planning · Team leadership · Visual storytelling
Results: 90K+ monthly views
Nu Media
Translating each brand’s values into visuals that feel unmistakably its own.
Across four brands, I worked on store opening strategy, short-form editing, and visual ideation. The work included Chococo NYC’s store opening, the Nuar x Lee Kum Kee campaign, an aquavit photoshoot, and regular content updates for Sweet Graffiti. Each brand asked for a different kind of attention, so the work started with figuring out what made each one distinct and then building content around that: how a store opening should feel on a feed, how a collaboration can look like both brands at once, how a product shoot can carry the mood of its drink, and how to keep a brand’s feed fresh week to week.
Skills: Social media strategy · Short-form editing · Visual ideation · Brand storytelling
Results: Store opening strategy and short-form content delivered across three brand campaigns
Chococo short form content. Click on the photos above to view full video
Sweet Graffiti short form content. Click on the photos above to view full video