Morinaga Hi-Chew #HichewtnessChallenge
This project involved the art direction and digital asset creation for a social media-driven campaign aimed at increasing brand engagement for Morinaga Hi-Chew.
Concept
The visual direction utilizes a vibrant, high-energy aesthetic that reflects the candy’s fruity identity and encourages playful interaction from a younger audience.
Development
I focused on designing a suite of digital promotional materials and social media layouts, ensuring the colors and graphic elements felt cohesive with the brand’s global fun-loving tone.
Problem
I designed the microsite’s user interface and experience, integrating AI face-tracking technology with custom digital stickers and creating a suite of social media assets featuring Brandon Salim and Sivia Azizah.
Solution
I developed a microsite that transformed product trials into a real-time social game, leveraging KOL influence and interactive face-stamping to generate viral social media participation.
