Angel Face x Miko Wong

Angel Face carries decades of brand heritage in Hong Kong's slimming category — but heritage without reinvention becomes invisibility. The brand needed to shed its dated, expert-led messaging and connect with a 25–35 female demographic who view self-care as a statement of identity, not sacrifice.

Client

Angel Face

Deliverables

Branding KV Social Video Series Social content

Role

Senior Art Director

Year

2025

Repositioning a heritage slimming brand as a modern luxury experience — attracting a new generation of women through an "Aristocratic" creative platform and a bold new ambassador.

Shift the narrative from "weight loss" to "royal ritual." The slimming journey, reframed as an aristocratic, personalized experience — where every client is treated as royalty the moment she walks through the door.

We developed the "A Throne" concept: transforming the brand's initial "A" into a minimalist, majestic throne — a visual anchor that placed every customer at the center of her own story. Malaysian influencer Miko Wong was appointed as Brand Ambassador, embodying the "Modern Goddess" persona and making the "Cosmic Diet" feel aspirational rather than clinical.

We directed two video series to capture different market segments: a personality-driven "Q&A / Cute & Ate" series that demystified slimming, and a targeted "Wedding Moment" series positioning Angel Face as the essential partner for brides-to-be.

Combined video views exceeded 1.3 million, with the "Q&A / Cute & Ate" series alone achieving 797K+ views. Angel Face was successfully re-established as a top-of-mind brand for the 25–35 demographic.

1.3 million

Combined video views

Combined video views

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