TUTUMOKEY
Creative Direction · Campaign Strategy · Influencer Collaboration · Storytelling
May 2024 - Present
About TUTUMOKEY
TUTUMOKEY is a fashion brand launched in the U.S. and Hong Kong, TUTUMOKEY needed a creative direction that could bridge two markets without diluting its identity. I led brand campaigns, social strategy, influencer partnerships, e-commerce UX, and storytelling across every touchpoint—from design to blog.
Challenge
How do you create culturally distinct but visually unified brand experiences for Gen Z audiences in two very different regions?
Creative Strategy
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Campaign Strategy Direction: Conceptualized and executed cross-market brand campaigns from ideation to launch, partnering with stylists, models, and videographers to shape visual storytelling aligned with Gen Z trends
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Influencer Management and Collaboration: Researched and engaged creators based on audience data and reel performance, negotiated paid collaborations, and integrated them into campaign rollout
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Platform-Native Content: Designed and edited 30+ pieces of content tailored to TikTok, Instagram, and Amazon, maintaining visual consistency across all posts
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Creative Direction & Planning: Created campaign pitch decks and presented creative direction to stakeholders, aligning calendars with product drops and influencer schedules
Visual Highlights
