Shanghai Tang digital ad campaigns

China's first luxury fashion brand asked me to develop a new tone of voice for their online advertising.

The premium Hong Kong-based fashion brand draws its design inspiration from 4,000 years of Chinese history and mythology along with the international catwalk, but hadn't developed a suitable tone of voice for its twice-yearly digital advertising campaigns. I crafted a sophisticated but witty tone that worked on an international level, reinforcing Shanghai Tang's Chinese roots but looking outwards across the globe.