@XW_H
Graduate Program Work
Selected academic campaign projects exploring visual storytelling, consumer culture, and creative campaign design.
Graduate Program Work features selected campaign projects from my graduate studies in Digital Social Media.
Through these works, I explored campaign strategy, visual storytelling, AI-assisted content creation, product photography, and graphic design.
All project materials are uploaded and presented on WordPress, and the full website structure, layout, and visual presentation were designed and built by me.
Project 01
Walmart Back-to-College Campaign
Project Type
Campaign Design · AI-Generated Visuals · Student Lifestyle · Art Direction · Graphic Design
Overview
This campaign was developed for a graduate program assignment focused on Walmart’s back-to-college season. The goal was to position Walmart as an accessible and stylish destination for students preparing for campus life. The campaign highlights how everyday essentials can support students as they build their new routines, personal spaces, and identities.
Creative Direction
The visual direction focuses on the emotional transition into college life. Instead of treating back-to-college shopping as a simple checklist, the campaign frames it as the beginning of a new lifestyle. The imagery uses warm, youthful, and practical scenes to connect Walmart products with dorm life, self-expression, and student independence.
Production Note
All visual content in this project was created using AI tools for academic and conceptual purposes. The project is not affiliated with, endorsed by, or sponsored by Walmart.
Project 02
POP MART CRYBABY Blind Box Campaign
Project Type
Product Photography · Graphic Design · Collectible Culture · Campaign Design · Visual Storytelling
Overview
This campaign was created around POP MART’s CRYBABY blind box series. The project explores how collectible toys can be presented through emotional storytelling, visual personality, and playful product-driven content. Unlike the Walmart campaign, this project was built through physical product photography and original graphic design.
Creative Direction
The concept highlights the expressive and emotional qualities of the CRYBABY character. Through close-up photography, color treatment, layout design, and campaign graphics, the project turns the blind box experience into a visual story of surprise, collectibility, and personality.
Production Note
All product visuals were photographed by me using physical products. The graphic design and campaign layouts were also created by me for academic purposes. This project is not affiliated with, endorsed by, or sponsored by POP MART.