ClientTCL Electronics Global
@ Publicis Groupe
MarketsUS / Europe / Italia (Social-first deliverables)
Instagram + Facebook
resultsTCL’s global Milano Cortina 2026 Olympic campaign; Reporting showed a 30% increase in online engagement for TCL during the Games
DeliveriesSocial Video
Story Board
Poster/KV
Export pack for social publishing
ToolsPhotoshop
Illustrator
AIGC (Midjourney/LiblibAI/ Jimeng/GPT)
OVERVIEWTCL needed campaign assets for its Winter Olympics-themed communications, designed for fast consumption on social channels. The work required a clear narrative flow and strong key visuals that stay product/brand-led and mobile-readable.
My scope covered concept-to-delivery execution: turning the brief into layout direction, creating hand-drawn drafts to lock composition, developing visuals with AI-assisted component exploration, and finalizing design in Photoshop/Illustrator (typography, compositing, brand consistency, export specs). I also supported versioning and client feedback rounds, coordinating with the team to deliver social-ready static assets and motion/video extensions across required formats.
My scope covered concept-to-delivery execution: turning the brief into layout direction, creating hand-drawn drafts to lock composition, developing visuals with AI-assisted component exploration, and finalizing design in Photoshop/Illustrator (typography, compositing, brand consistency, export specs). I also supported versioning and client feedback rounds, coordinating with the team to deliver social-ready static assets and motion/video extensions across required formats.
MOTION KEY VISUALS
Combining the Torch relay locations and the dates that they are there with our different products, we can make it feel like our products have also joined the Olympic torch relay in real time. A call to action will also drive awareness of our shopping mall events that happen around the same time in the same cities.
AIGC GENERATION WORKFLOW
This diagram documents my AIGC workflow for generating a Rome background. I first explored multiple visual options in Midjourney (with stock references for realism and composition). After selecting a direction, I used ChatGPT for outpainting to extend the canvas and fit the required layout ratio. Finally, I refined and completed architectural details using Jimeng, producing the final image used in the design.
TCL C SERIES
TCL asked for a social-first post for the TCL C Series (C8K) with a product-focus message, highlighting the all-white exterior design. I delivered a publish-ready concept built around an “unboxing” visual—opening a TCL box to reveal the C8K TV in an Olympic-themed living room—along with clear, mobile-friendly copy for social rollout.
We also provided multiple headline/caption options, from an Olympic spirit hook (“Unbox the Olympic Spirit”) to a surprise/reveal angle (“Your Front-Row Surprise”), giving the team flexibility for different markets and posting needs.
FINAL PUBLISH
IDEA
The concept shows a TCL product box dynamically unboxing to reveal the C8K TV in an Olympic-themed living room. We used an IKEA unboxing video as a motion reference. We first built a prompt based on that IKEA video style, then adapted it to fit our own creative direction. After designing the static poster, we created the start and end frames and used them as inputs, testing and refining the same prompt until we achieved the right result.
START FRAME
AI VIDEO CREATED USING IKEA UNBOX
VIDEO PROMPT
VIDEO PROMPT
END FRAME
DIFFERENT OPTIONS
SOCIAL POSTERS UGC
At key moments during the Olympics — like when our athletes reach a major final — TCL will release “Cheer Up” posters to show our support. The day before, we’ll post an Instagram Story inviting fans to send in cheer up messages — and the 5 best ones will be featured in our poster.
OPTION 1
OPTION 2
FINAL PUBLISH
ATHLETE’S REACTIONS
Only five fan messages will be turned into official posters — but that doesn’t mean the rest go unseen. We’ll drop IG Reels of our athlete ambassadors reacting to the love, one message at a time. Behind the scenes, we’ve pre-filmed a range of responses — so no matter what fans send in, we’ve got a heartfelt, hype-ready reply to match.