CHATIME
My First TimeOOH | TVC | Social | Script | Casting | Concept
Brief—Launch a full-funnel campaign to introduce Chatime to a Western market—building cultural relevance and brand affinity from the ground up.
Response—Reframed boba tea as a playful expression of individuality—rooted in local insights and crafted for platform-native storytelling. I led creative across film, OOH, retail, and social, designing content that embraced the weird, the joyful, and the shareable. Each touchpoint was tailored to drive awareness while flexing to regional nuance and behavior.
Outcome— Chatime’s most successful campaign to date: a 300% increase in social following and a spot among Australia’s top 50 youth brands—alongside McDonald’s, Nike, and Sephora. The creative system scaled across markets and channels, setting the brand up for sustained growth.
Response—Reframed boba tea as a playful expression of individuality—rooted in local insights and crafted for platform-native storytelling. I led creative across film, OOH, retail, and social, designing content that embraced the weird, the joyful, and the shareable. Each touchpoint was tailored to drive awareness while flexing to regional nuance and behavior.
Outcome— Chatime’s most successful campaign to date: a 300% increase in social following and a spot among Australia’s top 50 youth brands—alongside McDonald’s, Nike, and Sephora. The creative system scaled across markets and channels, setting the brand up for sustained growth.
