PRESENTATION & INSPIRATION
Crystal Jade is founded over 25 years ago, a brand with MICHELIN one star and multiple MICHELIN Bib Gourmand awards, with over 100 outlets across 25 major cities. It has numerous recognition and awards presented to the group by consumer and industry award panels. The Group continues to preserve the traditions of Chinese cuisine in new ways, strive in providing their loyal customers with deliverance of excellent dining experience comprising of quality food, warm hospitable service and also provide the unique dining experience to 20 cities and 10 countries.
The Group which has been 18th anniversary aimed to bring awareness and revamped the brand to attract young audience. In an oversaturated market, we helped the brand rewriting the rules of the industry to stand out from the competition. The challenge and strategy in food advertising is the food photography that is delicious, rich, and better than what’s being offered by competing brands. I invited food stylist working with us to modify and redesign the food styling during the shooting, food aesthetic is importance but it is only one aspect of food advertising. Consequently, it has to show the emotions, food values and creatively depict the traits that are carried within the brand to make it truly effective. This idea of "翡翠18．淡淡不忘" is derived from Juno Mak's creation, where the atmosphere, art direction and moving story deepen the audience's impression and strength the brand image.
Video art direction; Key visual art direction, design lead
Online Videos//Print Ads