Overview
Richard Mille is a luxury watch brand. This project adapted global brand content for Chinese social platforms, balancing platform-native formats and local user behavior with the brand’s ultra-luxury positioning.
The Approach
Content was localized for WeChat and Weibo, balancing platform-native formats with the brand’s ultra-luxury positioning.
Long-form brand assets were transformed into short-form, high-impact content to match fast-paced consumption, while maintaining visual consistency and premium perception across channels.
My Role
Produced content adaptation and visual assets, including video editing, motion graphics, and image optimization across platforms.
Key Focus
Localizing global luxury content for Chinese platforms
Maintaining ultra-luxury brand consistency across channels
Translating long-form storytelling into high-impact short-form content
Adapting assets to platform-native content formats
Content Adaptation
Same brand language, three platforms, each tuned to its audience and viewing rhythm.
Long-form storytelling for collectors and brand loyalists.
High-impact short-form posts for cultural moments.
Optimized motion and imagery tuned for both platforms.