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Lee Jeans
The Campaign
Lee has a long heritage of making comfort clothes for work and play. As the brand that stands for curiosity, Lee inspires millennials with new perspectives to see their work — and the clothes they wear while doing it.
Across two campaigns spanning 2016 and 2017, I worked as Digital Art Director at TBWA HK to bring Lee's brand story to life through interactive WeChat H5 experiences, interactive out-of-home screens, and digital content ecosystems built for China's social landscape.
Creative Approach
Mobile-First China
WeChat H5 as the primary digital touchpoint — meeting millennials on the platform they use every day for content, discovery, and action.
Always-On Content
A living digital hub updated across campaign phases — keeping the audience engaged through fresh content tied to the seasonal narrative.
Action-Driven Design
Every screen was designed to move users from passive viewers to active participants — scanning, sharing, and taking creative action.
My Role
Digital Art Direction
Led the visual direction for all digital campaign assets — WeChat H5 sites, OOH motion content, and social-ready creative.
WeChat H5 Design
Designed the full user experience and visual interface for the Lee Digital Hub and Fresh Hub — optimised for WeChat's mobile browser.
OOH Interactive
Concepted and designed the interactive out-of-home screen experience — motion, QR mechanics, and the visual language for physical environments.
Campaign Strategy
Collaborated with copywriters and strategists to shape the campaign narrative and translate brand thinking into digital interactions.
Design
The Concept
"RE:CREATE" is a campaign focused on recreating Lee Jeans for different needs and uses according to the wearer. The idea challenges the conventional notion of workwear — that clothes can be repurposed, reinvented, and reimagined based on who's wearing them and what they're doing.
The campaign targets Chinese millennials who see curiosity as a core part of their identity — and invites them to explore new perspectives through the lens of Lee's heritage of comfort and craftsmanship.
Digital Hub
All digital content and engagement for the RE:CREATE campaign is housed inside a WeChat H5 mobile site as a centralised digital hub. Built natively for WeChat's in-app browser, the site functions as a living platform — updated across different phases of the campaign to serve fresh content, interactive stories, and social calls-to-action.
The hub was designed to feel seamless with WeChat's ecosystem while expressing Lee's distinct visual identity — bold typography, editorial photography, and a tactile, layered layout that rewards exploration.
The Concept
Lee sees the opportunity to play a role in providing a platform for "inactive urban creators" to start participating in creative projects that are truly relevant to them — one step at a time. The Spring/Summer 2016 campaign invites these dormant creatives to take small, meaningful actions that bring freshness to their city.
Interactive OOH Screens
A video of a digital garden plays on large-format out-of-home screens, featuring a watering animation that slowly grows a plant in real time. As the plant reaches full growth, a QR code is unveiled — designed to capture the attention of passersby at the exact moment of visual payoff, driving them to scan and be taken directly to the Lee Fresh Hub.
The mechanic creates a natural moment of interaction between the physical environment and the brand's digital ecosystem — turning a passive ad into an active, memorable experience.
Lee Fresh Hub
The Lee Fresh Hub is a WeChat H5 platform where Lee provides inspiration to millennials on how they can do something small to bring freshness to their city — and encourages them to take action in different social activities. Each visit surfaces a new creative prompt or micro-challenge, nudging users toward participation rather than passive consumption.
The hub was designed with a light, energetic visual language that felt distinctly different from typical brand content — approachable, youthful, and easy to share across WeChat's social graph.
