My Role: Creative Lead / Art Direction / Visual Marketing (Project for SHEIN)

Skills: Visual direction · Trend research · Mood board creation · Cross-functional collaboration · On-set art direction

Project Overview

A real project from my time as a marketing specialist at Shein, where I led the visual direction for product photography campaigns. My role focused on translating market trends and product performance data into compelling shoot concepts, bridging the gap between brand strategy and on-set execution.

Concept & Planning

At the start of each quarter, I analysed market trends and top-selling styles to identify the key products for the upcoming shoot. Based on each product’s design characteristics, I developed a full creative brief including mood boards, prop selections, background styling, and an overall colour direction, ensuring every visual decision aligned with both the product identity and current consumer aesthetics.

Production

Once the creative direction was finalised, I presented the shoot plan to the photographer and walked through the intended visual outcome in detail. I was present on set throughout the entire shoot, providing real-time feedback and ensuring the final images stayed true to the original concept.