For TMALL’s iconic 11.11 Global Shopping Festival—China’s largest online retail event we were commissioned to craft a visually arresting campaign celebrating the platform’s Beauty, Electronics, and Food departments. The concept revolved around surreal, hyper-stylized CGI worlds, each themed to represent a product category in an imaginative, dreamlike setting.

At the heart of the campaign was the integration of one of China’s top singer-influencers, whose provided portraits had to be seamlessly blended into each fantastical environment. This required not only technical excellence in compositing and lighting, but also a deep understanding of TMALL’s brand identity and the cultural relevance of the celebrity featured.

As Senior Producer, my responsibility was to ensure the creative vision was faithfully translated into a series of striking visuals. I managed the entire production process from interpreting the agency’s concept, coordinating the 3D world-building, to overseeing the seamless integration of the celebrity imagery. Clear communication with all stakeholders and precise execution were critical to maintain both aesthetic quality and brand consistency across all three visuals.

Highlights:

• Delivered 3 high-impact campaign visuals for one of China’s most high-profile annual events

• Oversaw complex integration of celebrity photography into CGI environments

• Maintained creative alignment between client, agency, and production teams across multiple time zones

• Ensured cultural relevance and high visual appeal for the Chinese market audience