Kelsey — Creative Lead / Art Director
Experiential • Cultural • Integrated Campaigns
Experiential • Cultural • Integrated Campaigns
I design experience-led campaigns that connect culture, participation, and commercial impact. Across my work, I focus on turning audiences from passive viewers into active participants—driving both emotional engagement and measurable results.
Core Strength
- Experience-led campaign thinking
- Translating culture into interactive storytelling
- Bridging spatial design with digital amplification
- Driving engagement that converts into business results
Campaign Key Visual
🇹🇼 Rasa Taiwan 2.0
From Cultural Showcase → Participatory Experience
Led the transformation of a traditional brand showcase into a 4-day experiential festival introducing Taiwanese specialty brands to a new market.
By developing a “collecting Taiwan” journey through gamification, tasting, and DIY interaction, the campaign encouraged active participation and deeper brand engagement.
The experience attracted over 2,000 additional visitors, achieved high completion rates across interactive touchpoints, and generated strong UGC and media visibility—supporting post-event brand onboarding and retail conversion.
Event Photo Highlights
Campaign Key Visual
✨ Starlight Fairy Tales
From Festive Installation → Emotional Engagement
Designed a narrative-driven Christmas experience centered around emotional participation rather than visual display.
Interactive touchpoints such as “Send a Letter to Yourself” and the “Treehole Healing Station” invited visitors to reflect, express, and connect—turning the space into a shared emotional environment.
The campaign drove +2,500 weekend footfall and +3,500 during peak festive periods, generated 35,000+ social engagements, and contributed to up to +20% tenant sales uplift.
Campaign Key Visual
Event Photo Highlights
🎄 BFF Anniversary x Christmas
From Retail Campaign → Social & Commercial Activation
Developed an integrated festive campaign combining retail promotions, spatial storytelling, and social-driven engagement.
By aligning campaign visuals, in-store experiences, and shareable moments, the project strengthened brand visibility while driving both footfall and purchase intent during a key commercial period.
Campaign Key Visual
Event Photo Highlights
I create experience-driven campaigns that connect people with brands through participation, storytelling, and meaningful engagement.
