A creative direction and ad-directing project for NaiSnow's U.S. launch campaign. Every visual and narrative decision — mood, casting, location, script, on-set direction — was mine to make.
NaiSnow is a wellness beverage brand expanding from Asia into the U.S. market. The launch campaign needed to introduce a new audience to the brand's promise without leaning on the visual conventions of Western wellness — but still feel at home in an American grocery aisle.
The film had to do a lot of work in a short runtime: introduce the drink, communicate the mood, and make the U.S. audience feel like NaiSnow belonged in their day. My role was to figure out what that meant on screen — and then get it made.
Creative direction on this campaign meant owning every stage from concept to camera to cut. Five overlapping bodies of work, each with its own set of decisions.
Built a visual reference deck that set the tone before a single frame was shot — palette, lighting, texture, pacing. Everything downstream was auditioned against it.
Wrote the spot — voiceover beats, on-screen moments, and how the drink appears without ever being sold at. The script traded product features for a small, believable ritual.
Selected talent whose presence carried the brand's positioning — not the wellness-brand model archetype, but faces that felt like actual U.S. NaiSnow customers.
Scouted and secured the shoot location. The chosen setting anchored the film in a specific mood — familiar enough to feel American, quiet enough to let the drink lead.
Organized the shoot day end-to-end: shot list, crew coordination, working with the DP, directing talent, protecting the mood board from set-day drift.
Reviewed edits, called color and pacing decisions, and signed off on the version that shipped as the U.S. launch spot.
A launch spot shouldn't sell the product — it should convince you the product already belongs in your life.
The finished campaign is live on naisnow.com — playing on the landing page for U.S. visitors.
The most honest way to see this project is to watch it in context, so open the site and let the campaign play as intended.
Opens in a new tab · Campaign plays on the landing page