Luckin Coffee
Content Creation, Content Marketing Strategy, Social Media Marketing, Creative Strategy, Photography, Production
/2024
credits
Creative Director: Jireh Tan
Executive Producer: Jireh Tan
Director of Photography: Clarence Lum
Editor: Jerald Saw, Jireh Tan
Storyboarding: Jireh Tan
Marketing Specialist: Sarah Peh
Talent Management: Basic Models
Talent: Eli, Yukee
Music: Epidemic Sound
Overview
Luckin Coffee, an internationally recognised coffee chain enters the Singapore market with plans for rapid expansion. The goal was to build a strong digital presence to effectively tell their story and connect with their new audience. By identifying the core target demographic, I produced visual content that would be relatable to their audience. Since the beginning, I have spearheaded multiple campaigns to introduce the widely loved international brand to the Singaporean market, which now boasts over 37 outlets nationwide.
The creative approach centers on storytelling to connect with the mainstream audience, using clear, bright, and clean visuals that align with the brand's image. These visuals created a positive, uplifting vibe that reinforced the brand’s identity.
