The Hot Pot Collection was all about tapping into cultural storytelling with boldness, joy and heat. Inspired by the communal experience of sharing hot pot, the strategy focused on connecting product with culture—celebrating flavor, color and individuality in a way that felt modern, inclusive and high-energy. I led creative across photo and video, drawing visual cues from the sensory overload of a real hot pot table: steam, spice, vibrant colors. Playing with red tones, emojis and dynamic compositions to evoke spice and intensity, while casting a group of talent to appeal to the North Asia market. The result was a campaign that blended beauty and culture in a way that was visually rich, emotionally resonant and primed for social. Assets lived across TV, digital, social and retail, igniting conversation and appetite across platforms.