Role
Art direction · UX & UI design
Client
Financial Times × Piaget
Project title
Extraordinary Women
Project type
Branded content · Video · Digital display advertising · Social media
Objective
To build cultural relevance and brand resonance for the Piaget Gala watch through a
human-centric narrative, positioning it as a contemporary icon for accomplished and
influential women.
Target audience
High-net-worth female audience in Asia.
Approach
Research-led strategy → experience design → integrated brand activation and rollout.
Deliverables
A bespoke, single-page scrolling digital experience with responsive and bilingual functionality,
combining interactive photography, cinematic transitions, and parallax motion to introduce a
series of three in-depth video interviews.
The interviews feature Chen Man, Constance Wu, and RAD (Carineh Martin & Arianne Phillips),
offering intimate perspectives on success, identity, and creative independence.
The campaign was supported by editorial content, alongside a coordinated social and digital
advertising rollout to sustain visibility throughout its lifecycle.
Campaign duration
One month.
