• Concept Development & KV Design: Created the main campaign visual to highlight the connection between riding and winning travel rewards.
• Messaging Support: Advised the marketing team on how to best present the message across different formats and placements for maximum clarity and visual impact.
• Cross-Platform Visual Adaptation:
  • Adapted designs for Instagram, Facebook, EDMs, in-app banners, and web placements
  • Worked with the Chinese copywriter to translate and redesign for XiaoHongShu
  • Reframed visuals for Golden Village digital screen display

Design Approach

• Ride-to-Dream Visual Narrative: Built the visual around the idea that as users ride, they’re already imagining their dream trip — linking the everyday ride with the excitement of flying to one of three destinations.
• Multi-Brand Balance: Harmonized visual elements from all three brands, ensuring each was properly represented without visual conflict.
• Platform-Specific Tweaks: Adjusted compositions for readability and hierarchy across mobile screens, social media feeds, and digital out-of-home (DOOH) formats.

Outcome

This campaign was a three-way collaboration between CDG Zig, DBS PayLah, and Qatar Airways, where users stood a chance to win free air tickets to three cities by riding with CDG Zig and paying via PayLah.

The campaign was rolled out across various digital platforms — including CDG Zig app, website, social media (Instagram/Facebook), XiaoHongShu, and Golden Village digital screens.I was tasked with creating a creative, eye-catching Key Visual (KV) that would clearly communicate the mechanic, inspire action, and maintain visual alignment across three brand identities.