BWL

ROLE

Art direction, video editing and visual production within a multi-brand workflow. Bilingual Chinese-English adaptation for Instagram and RedNote.

YEAR

2026

DISCIPLINE

SOCIAL MEDIA · MOTION

AGENCY

NexLaunch

CONTEXT

BWL (Best World) is a Singapore-origin wellness brand with global distribution and multiple product lines. The work covers content pieces for Instagram and paid media in English, plus reel adaptation to Chinese for RedNote (小红书), each piece reformatted for the cultural and visual context of each platform.

THE CHALLENGE

Adapting the same content to two platforms with different visual cultures: what works on Instagram doesn't necessarily connect on RedNote. Each version had to feel native to its platform, not a simple translation.

PROCESS

For each reel: first the English version with premium stock, motion type and western pacing; then the Chinese adaptation with adjusted typography, native copy and visual references that connect with the RedNote audience. The paid media statics follow a clean, premium line that works in both markets.

RESULT

20+ pieces across static paid media, bilingual reels and editorial posts. A production system that allows adapting each piece to two languages without losing brand coherence. May 1 · Global Love Your Skin Month campaign: 53 likes and 43 sends, a high send ratio for editorial content.