Jade Leaf Matcha Ad
Jade Leaf Matcha Ad
Jade Leaf Matcha Ad
A Gen Z–focused matcha ad that uses a popular internet trope to create a culturally relevant, shareable brand moment.
A Gen Z–focused matcha ad that uses a popular internet trope to create a culturally relevant, shareable brand moment.
Skills
Creative Direction, Storyboarding, Scriptwriting, Brand Narrative
Role
Creative Lead & Director
Timeline
2025 (1 Semester)
Role
Role
Creative Lead & Director
Creative Lead & Director
Skills
Skills
Creative Direction, Storyboarding, Scriptwriting, Brand Narrative
Creative Direction, Storyboarding, Scriptwriting, Brand Narrative
Timeline
Timeline
2025 (1 week)
2025 (1 week)
Project Brief
Project Brief
Haute Magazine, a USC-based student publication, partnered with Jade Leaf Matcha, a matcha brand targeting a Gen Z audience, to create short-form sponsored content designed for social platforms. The goal was to produce video that felt authentic, platform-native, and aligned with both brands.
As Head of Marketing & Content, I led the creative development of the project, shaping the story, storyboarding the film, and directing the production from concept to execution.
Haute Magazine, a USC-based student publication, partnered with Jade Leaf Matcha, a matcha brand targeting a Gen Z audience, to create short-form sponsored content designed for social platforms. The goal was to produce video that felt authentic, platform-native, and aligned with both brands.
As Head of Marketing & Content, I led the creative development of the project, shaping the story, storyboarding the film, and directing the production from concept to execution.
Ideation and Story boarding
Ideation and Story boarding
The goal of this project was to connect with a Gen Z audience by creating content that felt timely and culturally relevant. At the time, the “performative man” trope was everywhere on social media—men curating an aesthetic and putting on a facade for validation.
I decided to play on that trope in a self-aware way. Matcha had become a recognizable part of that persona, so the idea was to flip it: while much of the character is performative, his love for the matcha is genuine. That insight led to the line “Not everything is performative, some things just taste good.”
From there, I built a fast-paced, dialogue-free montage designed for short-form platforms, ending with a genuine moment that reveals the one thing that’s actually real.
The goal of this project was to connect with a Gen Z audience by creating content that felt timely and culturally relevant. At the time, the “performative man” trope was everywhere on social media—men curating an aesthetic and putting on a facade for validation.
I decided to play on that trope in a self-aware way. Matcha had become a recognizable part of that persona, so the idea was to flip it: while much of the character is performative, his love for the matcha is genuine. That insight led to the line “Not everything is performative, some things just taste good.”
From there, I built a fast-paced, dialogue-free montage designed for short-form platforms, ending with a genuine moment that reveals the one thing that’s actually real.
Execution - Filming and Editing
Execution - Filming and Editing
Once the concept was finalized, the project moved into production. This phase included planning the shoot, coordinating talent and crew, setting up locations, and filming the content.
After filming, we worked closely with the editor, sharing color and visual references inspired by the curated, Instagram-style aesthetic of the “performative man.” The goal was to carry that same visual language through the edit, using color grading and tone to reinforce the narrative and persona.
Once the concept was finalized, the project moved into production. This phase included planning the shoot, coordinating talent and crew, setting up locations, and filming the content.
After filming, we worked closely with the editor, sharing color and visual references inspired by the curated, Instagram-style aesthetic of the “performative man.” The goal was to carry that same visual language through the edit, using color grading and tone to reinforce the narrative and persona.
Reflection
Reflection
I believe this project was successful because it stayed rooted in a simple, culturally relevant narrative. By paying attention to trends and conversations within the Gen Z audience, we were able to build the concept around the “performative man” trope in a way that felt timely and engaging.
The execution was also strengthened by a high level of planning, from storyboarding to organizing the shoot, which allowed production to run smoothly. The biggest takeaway for me was learning how to adapt on set when things didn’t go as planned. Being able to adjust in real time while keeping the overall vision intact was a key learning experience and something I’ll carry into future projects.
I believe this project was successful because it stayed rooted in a simple, culturally relevant narrative. By paying attention to trends and conversations within the Gen Z audience, we were able to build the concept around the “performative man” trope in a way that felt timely and engaging.
The execution was also strengthened by a high level of planning, from storyboarding to organizing the shoot, which allowed production to run smoothly. The biggest takeaway for me was learning how to adapt on set when things didn’t go as planned. Being able to adjust in real time while keeping the overall vision intact was a key learning experience and something I’ll carry into future projects.
