Elsa Chiao

About

Look at something specific:

  • art direction
  • campaign
  • razors
  • luggage
  • money
  • graphic design
  • brand identity
  • print
  • digital
  • editorial
  • everything

    • 2021-23
    Spotify Editorial Design
    brand identity
    art direction
    graphic design
    Read +
    I was a senior art director on Spotify's Visual Merchandising team, where I am responsible for systems-minded, scalable playlist identity design across diverse genres—from Japanese hip-hop to Turkish trap-influenced pop.
    2022
    Brazil Imagery Authenticity Project
    editorial
    art direction
    Read +
    Striving for a more authentic and accurate visual representation of Brazil in the popular local music playlists, I worked with an art buyer and an external production agency on the art direction for a series of original photography. The team commissioned a local photographer on a 4-day remote shoot that took place around Rio de Janeiro.


    Photography: Fernanda Liberti
    2020
    Apple
    art direction
    graphic design
    Read +
    Freelance art direction and design on the Marcom team at Apple. The nature of the work is confidential and unfortunately cannot be shared.

    2019
    Glossier Holiday 2019
    art direction
    campaign
    Read +
    As a consultant for the Disruptor Brands vertical at Meta / Instagram, I worked on a collaboration between Glossier, Kettle, and Meta for the Holiday 2019 campaign—where I advised on storytelling formats and possibilities for creative executions specific to the Instagram platform. I also doubled as the storyboard artist.

    2019
    Robin Golf
    brand identity
    art direction
    graphic design
    Read +
    Robin Golf is a new golf equipment brand whose mission is to make golf more accessible for everyone through more approachable storytelling and brand. I collaborated with a brand strategist to define the overall brand voice and look & feel, and led the creation of the visual identity, launch photography assets. I also got to design some golf clubs!

    In collaboration with: Zero Studios
    Photographer: Katharina Poblotzki
    2019
    Away
    AKA
    campaign
    art direction
    luggage
    Read +
    Away expanded and re-launched personalization offerings—now there are many ways to express yourself with your Away bags! I led the project team on arriving at the concept of personalization as a way to celebrate self-expression. We created an “AKA” campaign featuring different personas and the three letters that describe them. I worked as a project lead, collaborating with the creative team at Away. Production was supported by Matte Projects.

    In collaboration with: Vanessa Lam, Rebecca Lim, Geraldson Chua
    Photography: Agnes Lloyd-Platt
    2018
    Away
    Holiday 2018
    campaign
    art direction
    luggage
    Read +
    Everyone wants to get Away! Our Holiday concept was about the gift-ability of Away products, no matter what kind of relationship you have with the giftee. To show the wide range of giftee personas, we wrapped and unwrapped the perfect gifts many, many different ways.

    In collaboration with: Vanessa Lam & Regina Puno.
    Photography: Leandro Farina
    2018
    Away
    Salt & Stone

    art direction
    luggage
    Read +
    Art direction for Away's summer limited-edition collection campaign—inspired by destinations in the Adriatic region.

    In collaboration with: Vanessa Lam & Bella DiMarzio
    Photography: Yudi Ela Echevarria
    2018
    Flamingo
    Brand Launch

    art direction
    razors
    Read +
    Art direction for Flamingo, a new hair care brand. I worked alongside two talented brand designers to develop the art direction for the photography to be featured on the packaging.

    In collaboration with: Garrett Morin & Rebecca Lim
    Photography: Sharon Radisch
    2017
    Crushing Velvet

    art direction
    editorial
    Read +
    Worked together with photographer Yudi Ela on a fashion story that is inspired by my personal encounter with a Mongolian shaman.

    Photography: Yudi Ela Echevarria
    2017
    Wealthsimple
    Investing for Humans

    art direction
    money
    Read +
    As a fintech company that wants to democratize investing, Wealthsimple offers a product that is not only easy to use, but designed with minimal barrier to entry. Addressing the insight that money is often seen as a taboo or personal subject, we created this campaign by interviewing 24 real people and asking for their thoughts on money. With Errol Morris in the director’s chair, the interview subjects opened up and share their vulnerable thoughts. I was part of the two-person in-house team that helped set the art direction and took part in all parts of the production. The results were 22 individual interview video assets, a hero TV spot, and OOH takeovers in a few cities in Canada.

    Photography: Neil Bedford
    2017
    Wealthsimple
    Web Re-design

    art direction
    digital
    money
    Read +
    Concept and art direction for the web re-design. The inspiration came from watching a lot of videos on Rube Goldberg machines. For the site, I wanted the viewer to go on a mini journey with a coin. With each section you would see a coin interacting with a device / construction. The goal was to add visual intrigue and explain investment in the simplest and most visual way possible. This site re-design won a Webby Award for Best Website—Financial Service / Banking! It was also named Site of the Day on Awwward on March 10, 2017.

    In collaboration with: Doberman & Man vs. Machine
    2016
    Harry's

    art direction
    digital
    razors
    Read +
    I was an art director at Harry's from 2014-16, leading on marketing campaigns and launches. This is my concept and art direction work for a microsite campaign dedicated to Harry's Gen 2 product launch.

    This microsite was an official honoree in the Best Art Direction category for the Webby Awards 2017!

    In collaboration with: Adrian Grey
    3D Animation: Man vs. Machine
    2014-16
    Harry's

    art direction
    razors
    Read +
    I was an art director at Harry's from 2014-16, leading on marketing campaigns and launches. This is a selection of various campaign visuals I worked on.

    2014-16
    Harry's

    graphic design
    print
    razors
    Read +
    I was an art director at Harry's from 2014-16, leading on marketing campaigns and launches. I also had a blast working on the print / packaging design.

    2014-16
    Harry's
    Five O'Clock

    art direction
    editorial
    razors
    Read +
    I was an art director at Harry's from 2014-16, leading on marketing campaigns and launches. In addition, I also worked on the art direction of Five O'Clock, Harry's online magazine.

    In collaboration with: Tomi Um, Nous Vous, Nathan Perkel, Kyle Knodell, Jenny Mörtsell...
    Archive
    Penguin Random House

    graphic design
    print
    Read +
    I worked at Penguin Group (now Penguin Random House) from 2007-2010 as a book cover designer for Penguin Press, Penguin Paperbacks, and Penguin Classics. These are some of my work from that time.