philosophy
Brand Refresh and UMW Campaign [2025]

ROLE: Art Director

AGENCY: SHADOW

PHOTOGRAPHER: Di-Chen Chen

As Art Director, I guided the evolution of philosophy’s visual identity, leading the creation of both its foundational and executional brand books. These became the blueprint for a stills campaign that translated philosophy’s values into a modern visual language—anchored by the debut of the new Ultimate Miracle Worker Lift & Firm Body and Neck Serum and a refreshed visual direction for the entire ultimate miracle worker product family. I supported SHADOW’s ACD from on-set direction through post-production, ensuring every image balanced freshness, clarity, and the brand’s enduring sense of care and heritage.