Soft Power

Overview

Mei Atelier briefed a campaign for their first global capsule. We built a four-look story photographed across two cities — a cinematic dialogue between Chinese silk craftsmanship and American sportswear restraint.

The challenge

The client needed visuals that felt simultaneously aspirational to Western buyers and authentic to a Chinese heritage audience — without leaning on cliché. Budget required shooting in two cities back-to-back in eight days.

Approach

1. 01

   Co-developed the creative deck with the founder and DP — one moodboard per city, linked by a tonal palette of blush, espresso and raw cream.

2. 02

   Cast and directed three additional models, handled call sheets and on-set translation between the Shenyang and Chicago crews.

3. 03

   Built a sub-72-hour edit pipeline so launch assets shipped to retail partners on day 9.