(001)

As Art & Creative Lead, I owned Simple's visual voice across every organic channel and all in-app content — turning one visual language into a system that ships daily to 30M+ users.

SUMMARY

What's been done in the project?

• Defined and evolved the brand's visual direction across Organic, Product Marketing, and Social.
• Art-directed all in-app content — workbooks, stories, and educational programs.
• Built creative systems — guidelines, playbooks, and AI-assisted workflows — for scale.
• Led the Blinky™ brand platform from concept to award-winning launch.
• Created an AI Tai Chi coach — from social series to in-app coach persona.
• Directed a network of 20+ illustrators and external PR, UGC, and video agencies.
• Scaled output to 1,000+ unique creatives a year with the same small team.
• Partnered with Product, Engineering, and Leadership to tie creative to business KPIs.

PHILOSOPHY

Philosophy

It's not just about weight loss but also about self-love, confidence, and freedom to feel like the best version of yourself. So the idea was to put real bodies in the frame — soft, strong, stretch-marked, mid-laugh — and shoot them like they were worth looking at. You don't have to become a Victoria's Secret model. You can be yourself and be beautiful: strong, and sure of it.

SUMMARY

Dopamine wellness

Healthy had to look delicious. We were focused on high protein, high fiber, and whole foods in a dopamine palette — saturated colour, food you genuinely want to eat — long before the feed caught up. Because the new lifestyle isn't about giving yourself up. It's about learning to enjoy yourself, and the way you live now. That's the feeling we carried through every piece of external communication.

(CHARACTER)

Meet Anna — your AI Tai Chi coach

I created Anna as a guide into movement: an Americanised Asian woman in her fifties, living in a modern metropolis — unhurried, quietly strong, moving the way the product should feel. She was built for Instagram first, and it worked — short lessons that teach the basics of Tai Chi and the small tricks that make it click. To keep her consistent we wrote a full character guide — look, tone, movement, safety — and built every frame with AI: one face, one palette, one prompt system, so the character scales to any volume without a shoot.

TONE OF VOICE

Invitations, not instructions. “Hold a chair and gently shift through the feet” — never “three sets of ten”.

CASTING

One woman, 45–50, East Asian. Real skin, real posture, a believable teacher — not a fitness avatar.

HER WORLD

Periwinkle set, soft daylight, violet studio. Recognisable at thumb speed anywhere in the feed.

IN DIFFERENT LOOKS

(VOICE)

One voice, one preset — in every scene.

Her appearance, voice, and content are created with artificial intelligence. She is not a certified instructor and does not replace a doctor's advice. This applies to every piece of content featuring her, regardless of placement or format — talking head, Tai Chi instructional videos, statics.

THE SETTINGS

PLATFORM

ElevenLabs

VOICE

Susie — soothing, middle-aged female narrative voice

MODEL

Eleven Multilingual v2

LANGUAGE

English only

SPEED

1.0 — normal, centre

STABILITY

~50% — middle

SIMILARITY

~75% — toward high

STYLE EXAGGERATION

0% — none

SAME SETTINGS ACROSS SCENES

Yes — one fixed configuration for both calm (kitchen, breathing) and instructional (Tai Chi cueing) scenes

EMOTIONS

LOCATIONS

REELS