Jia Chen

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	<title>Jia Chen</title>
	<link>https://jiachencreative.com</link>
	<description>Jia Chen</description>
	<pubDate>Tue, 24 Aug 2021 04:04:13 +0000</pubDate>
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		<title>Home</title>
				
		<link>https://jiachencreative.com/Home</link>

		<pubDate>Wed, 10 Feb 2021 02:31:27 +0000</pubDate>

		<dc:creator>Jia Chen</dc:creator>

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		<title>Unilever E-comm Contents</title>
				
		<link>https://jiachencreative.com/Unilever-E-comm-Contents</link>

		<pubDate>Wed, 10 Feb 2021 04:00:17 +0000</pubDate>

		<dc:creator>Jia Chen</dc:creator>

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		<description>Unilever eCommerce Contents

Since early 2020, I have been overseeing eCommerce content for Unilever's BPC and F&#38;amp;R brands in the North America region, managing partnerships with major eRetailers such as Amazon, Target, and Walmart. In recent years, there has been a notable surge in demand for elevated and competitive eContents. The onset of Covid-19 further intensified this need, resulting in a substantial increase in both demand and volume for eContents, which includes product tiles and A+ contents.&#38;nbsp;

Within a year, I have successfully transitioned from leading a creative team consisting of 5 designers and 1 copywriter to managing a robust team of over 30 designers, 10 copywriters, and 5 motion graphic designers dedicated to creating engaging eContent for Unilever brands.

Here are samples of some of the impactful work we have accomplished.&#38;nbsp;
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</description>
		
	</item>
		
		
	<item>
		<title>St. Ives Face Cleansing</title>
				
		<link>https://jiachencreative.com/St-Ives-Face-Cleansing</link>

		<pubDate>Wed, 10 Feb 2021 15:40:10 +0000</pubDate>

		<dc:creator>Jia Chen</dc:creator>

		<guid isPermaLink="true">https://jiachencreative.com/St-Ives-Face-Cleansing</guid>

		<description>St. Ives Face Care


	Challenge + Solution:
St. Ives is widely recognized and loved as a scrub brand. However, with the introduction of daily cleansers, moisturizers, and upcoming acne treatments, there's a need to redefine St. Ives' positioning.

Our concept, "My skin wants...," originated from a deep exploration of the varied needs of different skin types. Whether it's thirsting for hydration one day or seeking acne control the next, St. Ives' face care range is carefully designed to be mixed and matched, catering to the constantly changing requirements of every skin type. Our aim is to create a delightful and uncomplicated routine, ensuring that everyone can easily commit to it for radiant skin every day: Cleanse, Treat, Hydrate, Repeat!
	Responsibilities:
Concept
Art Direction
Design Direction
Creative director:Roxanne White
Copywriter: 
Sara Molina


	&#60;img width="7718" height="3528" width_o="7718" height_o="3528" data-src="https://freight.cargo.site/t/original/i/810c8b09bac60a45e16d1ed2bc07a87776f0331b83a4ed11339b570bdabd78fe/KV_LAYOUTS_ph95_Regimen-1.7.19_Page_1.jpg" data-mid="98461257" border="0"  src="https://freight.cargo.site/w/1000/i/810c8b09bac60a45e16d1ed2bc07a87776f0331b83a4ed11339b570bdabd78fe/KV_LAYOUTS_ph95_Regimen-1.7.19_Page_1.jpg" /&#62;


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&#60;img width="1650" height="2250" width_o="1650" height_o="2250" data-src="https://freight.cargo.site/t/original/i/8f9774399cd11388749b56fa189a980f25dc6cbbffb7cfbf1f4f38e084af12c3/moisturizer-watermelon-kv.jpg" data-mid="98461219" border="0"  src="https://freight.cargo.site/w/1000/i/8f9774399cd11388749b56fa189a980f25dc6cbbffb7cfbf1f4f38e084af12c3/moisturizer-watermelon-kv.jpg" /&#62;
&#60;img width="1650" height="2250" width_o="1650" height_o="2250" data-src="https://freight.cargo.site/t/original/i/6251e5447995d61592e3213c1cfdb543dbf5d1579b9f33827da5b5ac7a8d41c3/44643-chamomile-cleanser-kv.jpg" data-mid="98461218" border="0"  src="https://freight.cargo.site/w/1000/i/6251e5447995d61592e3213c1cfdb543dbf5d1579b9f33827da5b5ac7a8d41c3/44643-chamomile-cleanser-kv.jpg" /&#62;
&#60;img width="1650" height="2250" width_o="1650" height_o="2250" data-src="https://freight.cargo.site/t/original/i/00a2232e670650dae8d13d5ebb226ea94fcf632f1c0d557e1659502c5c55f405/44643-teatree-cleanser-kv.jpg" data-mid="98461216" border="0"  src="https://freight.cargo.site/w/1000/i/00a2232e670650dae8d13d5ebb226ea94fcf632f1c0d557e1659502c5c55f405/44643-teatree-cleanser-kv.jpg" /&#62;
</description>
		
	</item>
		
		
	<item>
		<title>St. Ives Skin Cleansing</title>
				
		<link>https://jiachencreative.com/St-Ives-Skin-Cleansing</link>

		<pubDate>Wed, 17 Feb 2021 02:43:13 +0000</pubDate>

		<dc:creator>Jia Chen</dc:creator>

		<guid isPermaLink="true">https://jiachencreative.com/St-Ives-Skin-Cleansing</guid>

		<description>St.Ives Skin Cleansing


	Challenge + Solution:
St. Ives has not developed unique assets to promote awareness of their skin cleansing products for quite some time. With sales on the decline and new, enticing packaging and claims to convey, the opportune moment had arrived for a comprehensive restaging of the St. Ives skin cleansing portfolio.

In conjunction with the launch of the revamped packaging, we introduced a fresh suite of assets featuring new talents and enhanced visual tailored to resonate with Genzenials. These assets capture the vibrant character of the St. Ives brand, emphasizing the new structure, claims, natural ingredients, and an overall sensorial experience. The primary objective is to generate awareness through compelling content that aligns with the brand's essence. 
 
	Responsibilities:
Concept
Art Direction
Design Direction
Creative director:Roxanne White
Copywriter: Sara Molina


Print


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&#60;img width="900" height="1300" width_o="900" height_o="1300" data-src="https://freight.cargo.site/t/original/i/2a68597d2d3498a3403fa5efda3901b7035867300c8e8801a87a8c201e7c3b99/StIves_Vertical_SeaSalt_CC.jpg" data-mid="99139373" border="0"  src="https://freight.cargo.site/w/900/i/2a68597d2d3498a3403fa5efda3901b7035867300c8e8801a87a8c201e7c3b99/StIves_Vertical_SeaSalt_CC.jpg" /&#62;
&#60;img width="900" height="1300" width_o="900" height_o="1300" data-src="https://freight.cargo.site/t/original/i/c75fd14e55e4121b34b65f17927e4cd5f57a9d19fc6f9de7af0a38efda0b77bc/StIves_Vertical_Rose_HIS.jpg" data-mid="99139372" border="0"  src="https://freight.cargo.site/w/900/i/c75fd14e55e4121b34b65f17927e4cd5f57a9d19fc6f9de7af0a38efda0b77bc/StIves_Vertical_Rose_HIS.jpg" /&#62;
&#60;img width="900" height="1299" width_o="900" height_o="1299" data-src="https://freight.cargo.site/t/original/i/484d18f0cf10668ac1fe272a13f46474ed689a144192a801fff2f0b4fa93b74e/StIves_layout_1_vertical_range_091719.jpg" data-mid="99139370" border="0"  src="https://freight.cargo.site/w/900/i/484d18f0cf10668ac1fe272a13f46474ed689a144192a801fff2f0b4fa93b74e/StIves_layout_1_vertical_range_091719.jpg" /&#62;


OLV


Assets for social channels and ecommerce


&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/469acb630356e3a57728a5c0bfc015a93bea26cb7531a88a8b9c3163413d637d/StIves_Coconut_Pack_Ingredients_1.jpeg" data-mid="99138880" border="0"  src="https://freight.cargo.site/w/1000/i/469acb630356e3a57728a5c0bfc015a93bea26cb7531a88a8b9c3163413d637d/StIves_Coconut_Pack_Ingredients_1.jpeg" /&#62;
&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/59827ca67d5ca8942e78ea770ec73f1c345eb5cbdf1d2c7f2d59cd00994ccdb8/StIves_PinkLemon_Pack_Foam.jpeg" data-mid="99138889" border="0"  src="https://freight.cargo.site/w/1000/i/59827ca67d5ca8942e78ea770ec73f1c345eb5cbdf1d2c7f2d59cd00994ccdb8/StIves_PinkLemon_Pack_Foam.jpeg" /&#62;
&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/588b96d01d3bc0a8b66ba1502c29deea73663fb30e50ed8cc6f11a3062366845/apricot_pack.jpg" data-mid="99140472" border="0"  src="https://freight.cargo.site/w/1000/i/588b96d01d3bc0a8b66ba1502c29deea73663fb30e50ed8cc6f11a3062366845/apricot_pack.jpg" /&#62;
&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/cc088d761bbae2eb520a9f9f1e15b24be78ed34a928df2ea142701e22240b9b2/StIves_PinkLemon_Pack_Ingredients_2.jpeg" data-mid="99138871" border="0"  src="https://freight.cargo.site/w/1000/i/cc088d761bbae2eb520a9f9f1e15b24be78ed34a928df2ea142701e22240b9b2/StIves_PinkLemon_Pack_Ingredients_2.jpeg" /&#62;
&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/d4c589bf8f7f8cbc9b5c5f8b8b84b043114af7b73200b42eaa1286664f0bb0ac/StIves_Citrus_Pack_Foam.jpeg" data-mid="99138890" border="0"  src="https://freight.cargo.site/w/1000/i/d4c589bf8f7f8cbc9b5c5f8b8b84b043114af7b73200b42eaa1286664f0bb0ac/StIves_Citrus_Pack_Foam.jpeg" /&#62;
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&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/9657117e4079edb6d7873adf0ba60a17293e8ffa6c97fd5055c1fcbbe8a81c42/StIves_Rose_Pack_Ingredients_1.jpeg" data-mid="99138881" border="0"  src="https://freight.cargo.site/w/1000/i/9657117e4079edb6d7873adf0ba60a17293e8ffa6c97fd5055c1fcbbe8a81c42/StIves_Rose_Pack_Ingredients_1.jpeg" /&#62;
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&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/b004c5bcfe660a4d961f05bf58e6f2355f56e6256dcc6780e9015e35bf5c1066/apricot_ingredient.jpg" data-mid="99140917" border="0"  src="https://freight.cargo.site/w/1000/i/b004c5bcfe660a4d961f05bf58e6f2355f56e6256dcc6780e9015e35bf5c1066/apricot_ingredient.jpg" /&#62;
&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/03e0f5f2caa0754b43e60aa8706ebc26d3ddd0da461f3bdbaba7632313fff21c/StIves_Coconut_Pack_Foam.jpeg" data-mid="99138888" border="0"  src="https://freight.cargo.site/w/1000/i/03e0f5f2caa0754b43e60aa8706ebc26d3ddd0da461f3bdbaba7632313fff21c/StIves_Coconut_Pack_Foam.jpeg" /&#62;
&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/c6ccb049d77bce056f454614d2ab9b52a7b8365bd759c9f58a95682d1e916e64/StIves_PinkLemon_Pack_Ingredients_1.jpeg" data-mid="99138878" border="0"  src="https://freight.cargo.site/w/1000/i/c6ccb049d77bce056f454614d2ab9b52a7b8365bd759c9f58a95682d1e916e64/StIves_PinkLemon_Pack_Ingredients_1.jpeg" /&#62;
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&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/3cff73807d90e8e6ac8d54ae511243681dc68500837573d56c4d2172b19a23fe/vanilla_ingredient.jpg" data-mid="99140918" border="0"  src="https://freight.cargo.site/w/1000/i/3cff73807d90e8e6ac8d54ae511243681dc68500837573d56c4d2172b19a23fe/vanilla_ingredient.jpg" /&#62;
&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/c6b249f7746a7ae043b51a2c18236fdddf1079714d64f11095b4d0e26812fd26/StIves_Citrus_Pack_Ingredients_1.jpeg" data-mid="99138879" border="0"  src="https://freight.cargo.site/w/1000/i/c6b249f7746a7ae043b51a2c18236fdddf1079714d64f11095b4d0e26812fd26/StIves_Citrus_Pack_Ingredients_1.jpeg" /&#62;
&#60;img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/e47a48c18ec64ada31316f73606ade13c3d75af55a065e33c2d11ef72afba62c/StIves_Rose_Pack_Foam.jpeg" data-mid="99138886" border="0"  src="https://freight.cargo.site/w/1000/i/e47a48c18ec64ada31316f73606ade13c3d75af55a065e33c2d11ef72afba62c/StIves_Rose_Pack_Foam.jpeg" /&#62;
</description>
		
	</item>
		
		
	<item>
		<title>Love Beauty &#38; Planet Valentine's Day</title>
				
		<link>https://jiachencreative.com/Love-Beauty-Planet-Valentine-s-Day</link>

		<pubDate>Tue, 24 Aug 2021 04:04:13 +0000</pubDate>

		<dc:creator>Jia Chen</dc:creator>

		<guid isPermaLink="true">https://jiachencreative.com/Love-Beauty-Planet-Valentine-s-Day</guid>

		<description>Love Beauty and Planet Valentine

	Challenge &#38;amp; Solution:
Each year, more than 145 million greeting cards are exchanged, contributing significantly to landfills. So, how does a sustainably minded beauty brand address this environmental impact during one of the most significant holidays? By bringing their mission to create a cleaner, greener, more beautiful planet to life.

We reimagined the conventional media buy in People magazine, introducing something innovative. Our print ad was crafted not just as a brand awareness piece but also as a Valentine’s Day card. The foldable page could be transformed into an origami heart, offering a sustainable alternative and encouraging #smallactsoflove. Through our Instagram post, we promoted the page, achieving remarkable engagement and receiving overwhelming editorial success.
	Result:
Over 35+ million impressions.&#38;nbsp;
1 out of every 10 people in the US.

Responsibilities:&#38;nbsp;

Art Direction
Design Direction
Creative Director:
Roxanne White
Copywriter:&#38;nbsp;
Emma Wallace


&#60;img width="2569" height="1708" width_o="2569" height_o="1708" data-src="https://freight.cargo.site/t/original/i/40cf6bb254ecb340cf27e670bcb35436a198f5ec44205cdeeca546a948dd2c2b/LBP_Print_Spread.jpg" data-mid="117185283" border="0"  src="https://freight.cargo.site/w/1000/i/40cf6bb254ecb340cf27e670bcb35436a198f5ec44205cdeeca546a948dd2c2b/LBP_Print_Spread.jpg" /&#62;


</description>
		
	</item>
		
		
	<item>
		<title>Crown Royal tv</title>
				
		<link>https://jiachencreative.com/Crown-Royal-tv</link>

		<pubDate>Tue, 08 Jul 2014 18:19:54 +0000</pubDate>

		<dc:creator>Jia Chen</dc:creator>

		<guid isPermaLink="true">https://jiachencreative.com/Crown-Royal-tv</guid>

		<description>Crown Royal - Reign On

	Concept:
The clients sought a fresh campaign to rejuvenate their brand relevance and explore ways to leverage their iconic purple bag.

"Reign On" is a campaign that applauds the confidence and empowerment of those who dare to open it.
	Responsibilities:
Concept
Art Direction
Design
Creative Directors: 
Andy Currie &#38;amp; Luis Romero
Copywriters:
Eric Molina &#38;amp; Morgan Doff


Launch spot
The Lion


Responsibility spot
The Guardian Angel


Print


&#60;img width="670" height="889" width_o="670" height_o="889" data-src="https://freight.cargo.site/t/original/i/3bfe29386c3ae446f4745e55bb7f366c90aecf828fb229851aa7e3198356c5ed/crown14_o.jpg" data-mid="115440637" border="0"  src="https://freight.cargo.site/w/670/i/3bfe29386c3ae446f4745e55bb7f366c90aecf828fb229851aa7e3198356c5ed/crown14_o.jpg" /&#62;
&#60;img width="670" height="889" width_o="670" height_o="889" data-src="https://freight.cargo.site/t/original/i/f36d86037e2ad1609c33d8f8eec742e47f684f110bd3746a7ba158372fd1213c/crown13_o.jpg" data-mid="115440638" border="0"  src="https://freight.cargo.site/w/670/i/f36d86037e2ad1609c33d8f8eec742e47f684f110bd3746a7ba158372fd1213c/crown13_o.jpg" /&#62;
&#60;img width="670" height="889" width_o="670" height_o="889" data-src="https://freight.cargo.site/t/original/i/bdbaf632bf8a40a08fd8c0cd42690c10d7a8b0766da30552168a0e4391b4cf46/crown12_o.jpg" data-mid="115440639" border="0"  src="https://freight.cargo.site/w/670/i/bdbaf632bf8a40a08fd8c0cd42690c10d7a8b0766da30552168a0e4391b4cf46/crown12_o.jpg" /&#62;
</description>
		
	</item>
		
		
	<item>
		<title>Magnum</title>
				
		<link>https://jiachencreative.com/Magnum</link>

		<pubDate>Wed, 10 Feb 2021 04:48:25 +0000</pubDate>

		<dc:creator>Jia Chen</dc:creator>

		<guid isPermaLink="true">https://jiachencreative.com/Magnum</guid>

		<description>Magnum digital campaign


Challenge + Solution:
Magnum, a globally renowned premium ice cream brand, is establishing itself as a formidable presence in the competitive US market. In response to this challenge, we designed 12 distinctive digital ads tailored for four specific audience segments: Foodies, Beauty Mavens, Chocolate Lovers, and a General Audience. The rollout of these ads occurred in three strategic phases: Awareness, Consideration, and Conversion. Our mission was clear — to engage effectively with each audience, articulating the unique appeal of Magnum and persuading them to choose our brand over other contenders in the US market.

	Results: Over 1% engagementon top-performing posts - FB/IG benchmark 0.21%-0.90%
Responsibilities:ConceptArt DirectionDesign Direction


</description>
		
	</item>
		
		
	<item>
		<title>Love Beauty Planet</title>
				
		<link>https://jiachencreative.com/Love-Beauty-Planet</link>

		<pubDate>Wed, 10 Feb 2021 06:05:41 +0000</pubDate>

		<dc:creator>Jia Chen</dc:creator>

		<guid isPermaLink="true">https://jiachencreative.com/Love-Beauty-Planet</guid>

		<description>Love Beauty and Planet OLV


</description>
		
	</item>
		
		
	<item>
		<title>Pure Leaf Herbal Infusion</title>
				
		<link>https://jiachencreative.com/Pure-Leaf-Herbal-Infusion</link>

		<pubDate>Wed, 10 Feb 2021 04:23:35 +0000</pubDate>

		<dc:creator>Jia Chen</dc:creator>

		<guid isPermaLink="true">https://jiachencreative.com/Pure-Leaf-Herbal-Infusion</guid>

		<description>Pure Leaf Herbal Infusion


	The Concept - Five Senses of Tea

At Pure Leaf, our philosophy transcends the mere act of brewing tea; it's about immersing yourself in a multisensory journey. Engage with us to feel the delicate leaves, hear the soothing pour of steaming water, and savor the authentic aroma. Witness the vibrant colors and swirling leaves, culminating in a tea-drinking experience that delights all your senses.


	Responsibilities:&#38;nbsp;
Concept
Art Direction
Design Direction
Copywriter:
Jasmin Sun


Launch OLV


Short flavor profiling OLV for social media platforms


</description>
		
	</item>
		
		
	<item>
		<title>St. Ives Face Mist</title>
				
		<link>https://jiachencreative.com/St-Ives-Face-Mist</link>

		<pubDate>Wed, 10 Feb 2021 02:48:18 +0000</pubDate>

		<dc:creator>Jia Chen</dc:creator>

		<guid isPermaLink="true">https://jiachencreative.com/St-Ives-Face-Mist</guid>

		<description>St. Ives Face Mist


	Challenge + Solution:
Introducing Face Mists, the latest addition to St. Ives, signaling our commitment to innovation and exploration of new formats. This category is designed with Genzennials and non-users in mind, aiming to captivate their interest in a fresh and exciting way.

Our campaign is a vibrant invitation to Genzennials, urging them to discover the St. Ives difference. We proudly emphasize that our Face Mists are crafted with 100% natural ingredients, ensuring a skincare experience that is not only effective but also seriously enjoyable. With serious benefits and a seriously fun touch, St. Ives Face Mists are redefining skincare for a new generation. Join us in the celebration of natural goodness and delightful skincare routines that resonate with the spirit of Genzennials.
	Responsibilities:
Art Direction
Design DirectionArt Director: 
Ana Soriano
Copywriter: 
Sara Molina


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