Luckin Coffee Campaign

In Fall 2025, I served as Art Director on a four-person team at Newhouse tasked with building brand awareness for Luckin Coffee among Gen Z in the U.S. market. Our research showed that Gen Z wants customization, speed, bold visuals, and drinks worth posting. We built our campaign around contrast, positioning Luckin against the generic coffee options already out there and showing how the brand is designed around you specifically. The campaign ran across three channels: an interactive OOH billboard with a QR code that let users transform the ad and unlock rewards, social content highlighting drink customization, and a Spotify audio spot playing up the "before and after" of a Luckin morning. As Art Director, I led the visual direction to make sure the creative felt cohesive and true to a Gen Z audience across every platform. This project reflects my ability to translate research into creative direction and tell a consistent brand story across multiple touchpoints.