This calendar project was developed for multiple regional markets — including Japan, South Korea, China, and Hong Kong— under a tight production timeline and limited resources. The brief allowed room for creative direction, but sourcing photographers or miniature props externally was unfeasible due to time and cost constraints.

To address this, I proposed a DIY papercraft approach — allowing full creative control, quick turnaround, and a highly customisable visual system that could be produced entirely in-house.

My Role

Art Direction & Visual Concept:

• Led the overall creative direction and layout system of the calendar
• Conceptualised and styled twelve unique monthly scenes, each tailored to seasonal and cultural moments relevant to the target regions
• Mini Packaging Creation: I personally crafted miniature versions of BCH packaging across our product line, paying close attention to accuracy, scaling, and visual recognisability. Despite their small size, each mini pack retained the branding and details of its real-world counterpart.
• Designed and handcrafted paper props, figures, and backdrops, which I photographed and arranged for each month’s theme

Layout Design & Production:

• Created the calendar layout, including photo placement, date tabs, and structure
• Wrote the cover copy and set the tone for the calendar’s visual language
• Coordinated proofing, region-specific holiday inputs, and checking with designers and stakeholders from the various markets
• Managed the integration of regional feedback and localisation, ensuring cohesion across versions while respecting local nuances

Cross-Regional Adaptation:

• Researched and applied visual elements aligned with cultural preferences in Japan, Korea, China, and Hong Kong
• Worked closely with team members handling different regional editions to align calendars while maintaining consistency in tone and layout

Design Approach

• Papercraft as a Solution: Proposed paper modeling as a creative workaround to professional set builds — offering speed, cost-efficiency, and hands-on control
• Whimsical Realism: The mini packaging brought a playful, unexpected scale to everyday product visuals while remaining authentic to BCH's identity.
• In-House Flexibility: By crafting and photographing everything internally, I could pivot quickly, iterate easily, and meet production deadlines without sacrificing quality
• Unified, Playful Aesthetic: Developed a cohesive visual storytelling style that was culturally flexible yet distinct — blending handmade charm with regional relevance
• Scalable System: Designed a layout structure that allowed for seamless integration of regional adjustments, such as holiday info and localisation elements

My Role

• Delivered a fully art-directed, handcrafted calendar with culturally tailored visuals across four major regional markets
• Achieved a cost-effective and visually rich result without reliance on external vendors or high-budget production
• Maintained full control over styling, layout, and photo execution — resulting in a consistent, high-quality aesthetic
• Reinforced brand presence across Asia through a calendar that was thoughtfully localised and visually engaging