Paperless Love Campaign
Directed and executed a comprehensive 360° integrated marketing campaign for CLP (China Light and Power) centered around the eco-driven theme "Paperless Love" (愛無紙境). The primary objective was to drive user adoption of digital e-bills, lowering carbon footprints and promoting paperless sustainability across Hong Kong.As the Art Director, I spearheaded the visual strategy, conceptualized the high-impact key visuals featuring CLP's iconic mascot "Eco-Captain," and directed the creation of all cross-channel digital assets—spanning character design, EDMs, social media content, and motion animations—while rigorously enforcing corporate brand guidelines.
Key Visual
To communicate environmental preservation with an engaging and warm tone, I established a layered paper-cut art aesthetic, crafting a vibrant, tactile digital ecosystem.
Character design
I led the artistic evolution of the campaign's supporting wildlife mascots (the Rabbit, the Frog, and the Bird) to seamlessly complement CLP’s "Eco-Captain." Transitioning from flat illustrations to polished, clean-lined, and expressive designs, the new characters injected emotional depth into the campaign. This visual upgrade heightened audience empathy and maximized layout adaptability across diverse digital environments.
EDM
Developed a series of structured, responsive EDMs tailored to convert paper-billing customers to digital e-bills. By organizing practical eco-tips, step-by-step registration guides, and green incentives into a crisp visual hierarchy, the designs optimize readability and drive user conversion to meet corporate sustainability KPIs.
SocialPosts
Curated a dynamic matrix of social media posts for Facebook and Instagram. The visual storytelling playfully highlights the juxtaposition between the legacy paper-textured look of the animal mascots and their newly redesigned digital versions, symbolizing the transformation from paper waste to digital efficiency. Each asset blends high-quality illustration with impactful typography to drive organic engagement.
Animantion
Directed short-form, mobile-optimized animations that reinforce the core campaign message: saving trees to protect our wildlife's natural habitats. By animating the three mascots thriving in a flourishing environment alongside CLP's Eco-Captain, the video content effectively triggers emotional connection and encourages viewers to embrace a green lifestyle.
yuu Birthday Desktop | Mobile Site
Facebook cover
