Selected Workschristina-lai.com

Campaigns

From concept brands to full executions, my campaigns are tied together by creative storytelling and innovative thinking, ultimately turning insights into actionable ideas that make a brand stand out.

Projects03 files

01

Swatch x We Are Not Really Strangers

Creative Director / Editor

Concept collaboration
2026
Top 3%Grade 9.0, Dutch scale

Complete concept-to-campaign collaboration with Swiss watch brand, Swatch, and card game, We Are Not Really Strangers. Full video campaign made.

Turnaround, start to finish
6 wks

Scope

  • Market research
  • Insight and trend prediction
  • Video campaign
View project
02

gALLery

Creative Director / Editor

Concept brand
2025
Top 5%Grade 8.5, Dutch scale

Concept brand and launch campaign complete execution. Peeling back the layers of skateboarding. Unfiltered, gritty, raw movement.

Turnaround, start to finish
6 wks

Scope

  • Communication strategy
  • Social strategy
  • Marketing funnel
View project
03

MUD City

Designer, Concept Artist, Art Director

MUD Jeans
2025
1 of 3Creative leads

Envisioning the future, 50 years ahead, we built a full concept city for MUD Jeans. By developing innovative technologies, we work towards a 100% closed-loop, post-consumer cotton.

Scope

  • Blender
  • Client liaising
  • Building their business model
View project