The Story and Experience Design Studio
United with StarSheep™, JYUJYUBAO™ and Streetware™
Hong Kong. Shanghai. 

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The Story and Experience Design Company
United with The Label Party™, Black of Colour™, and Streetware™
Hong Kong. Shanghai. Singapore.

How 10 Sec Makes You Feel
Do the Right Thing

Story Design \ Community Activation \ Branded Content Creation

A skincare launch that became a powerful platform
for visibility, self expression and belonging within China’s emerging
and often overlooked Pink Economy

We hijacked WeChat Moments’ 10 second format and turned it into a stage for fantasy. Inspired by a lotion that promised transformation in ten seconds, young gay Chinese men showed what happened after the change. The result was a wave of playful, outrageous and deeply personal films that blurred the line between skincare and self expression. Generating over six million views on its first day, the campaign helped open one of China’s earliest conversations with the Pink Economy, long before inclusion became a mainstream marketing conversation.

Click the links below to watch more shorts:

"While others chased conventional masculinity,
we embraced the vibrant pink economy,
creating vessels of empowerment where each bottle
invited gay men to live their truth,
rewrite beauty’s narrative, and claim their space in a world finally witnessing the beauty of their authentic selves."

"Beyond skincare, we amplified silenced voices,
transforming rituals of care into radical self-expression
a whispered revolution where each application
defied invisibility, each moisturizing moment became
a manifesto for acceptance."

In collaboration with Award-winning Creative Director Steve Back

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