GUESS CAMPAIGN FEATURING KATE UPTON

The Challenge

Guess Accessories needed campaigns that could travel - spanning 60+ markets across print, digital, and OOH without losing impact or brand integrity. The creative needed to feel globally relevant while staying rooted in what makes Guess unmistakable: a tension between retro glamour and modern edge that no other brand owns quite the same way.

The Experience

As Art Director, I led the ideation and creative development for the Guess Accessories campaign, building each concept from the core of the brand's DNA. The creative centered on a bold dialogue between retro and modern design - full doses of glamour and beauty brought to life through campaigns featuring Kate Upton. Every visual decision, from composition to colour to typography, was made to reinforce the idea that accessories aren't an afterthought - they're the defining element of a look.

• Global campaign creative spanning print, digital, and OOH across 60+ markets

• Art direction rooted in the Guess brand DNA - retro glamour meets modern sensibility

• Full campaign featuring Kate Upton across all formats and placements

• Creative adapted and scaled across a diverse range of international markets

The Result

The campaigns reinforced Guess Accessories as a category essential - not just a complement to clothing, but the element that makes an outfit. Distributed across 60+ markets, the work extended the brand's global reach while maintaining the iconic visual language that has defined Guess for decades.

Client: Guess
Role: Art Director
Photographer: Yu Tsai