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<channel>
	<title>shu teoh</title>
	<link>https://shuteoh.cargo.site</link>
	<description>shu teoh</description>
	<pubDate>Wed, 03 Dec 2025 02:45:16 +0000</pubDate>
	<generator>https://shuteoh.cargo.site</generator>
	<language>en</language>
	
		
	<item>
		<title>Home</title>
				
		<link>https://shuteoh.cargo.site/Home</link>

		<pubDate>Wed, 01 Nov 2017 08:20:08 +0000</pubDate>

		<dc:creator>shu teoh</dc:creator>

		<guid isPermaLink="true">https://shuteoh.cargo.site/Home</guid>

		<description>


Hiiiii! I’m Shu, a bilingual art based creative currently in Shanghai, China. Below is just a selection of what I’ve been working on... (or navigate from the titles at the side~)

Reach out to me if you’d like to see/know/chat more!

(If in China, please turn on your VPN to view videos)</description>
		
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		<title>Who is Shu?</title>
				
		<link>https://shuteoh.cargo.site/Who-is-Shu</link>

		<pubDate>Wed, 01 Nov 2017 08:20:08 +0000</pubDate>

		<dc:creator>shu teoh</dc:creator>

		<guid isPermaLink="true">https://shuteoh.cargo.site/Who-is-Shu</guid>

		<description>Who is Shu?


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Shu has been an art director since 2005 (or before there was real internet), based in both Shanghai and Singapore.

In September 2018, she finally left agency life for the glittery client side as an in house creative for Tiffany&#38;amp;Co in Shanghai, leading the first Design Hub team outside of America. She worked closely with both global in NYC and local teams to create new digital/social content, as well as with e-commerce teams to gatekeep brand standards.&#38;nbsp;
in 2024, she moved to Tom Ford Beauty China, bringing the brand to a new generation of Chinese consumers. Once again working closely with global, as well as with the fashion side, she oversees all aspects of the brand, from livestreams, to store design, e-commerce, as well as owned and paid social content.&#38;nbsp; There are also numerous local production shoots, with assets being fed back to global for worldwide usage.&#38;nbsp;When not referring to herself in the third person, she's fluent in both English and Chinese, and versatile in .ai, .psd and .indd, with a good measure of .ppt and .key thrown in. (sometimes even .xlsx)
Prior to that, she was at DDB Shanghai for three years as a Creative Director, leading Skittles, Eclipse and other Wrigley brands, as well as World of Warcraft and other Blizzard games. In addition to candy and games, she also led the Hennessy stable of brands (XO, VSOP, Classivm) whilst working together closely with local and global clients, and in partnership with the brand stewards in DDB Paris. 
And before that, she was at BBH Shanghai for over six years, working on lots of Coca-cola brands, both regional and in China (Minute Maid, Sprite, Ice Dew, Nestea) and international brands such as Lynx/Axe, Dulux, and Mentos. In 2012, she helped to win Sephora China and was leading the account before leaving it all behind for yoga. To this day, Sephora China is still using her tagline and logo lockup.&#38;nbsp;
And if we travel back in time&#38;nbsp; even MORE, she worked at M&#38;amp;C Saatchi Singapore, winning several local advertising awards and Cannes Finalists as well. She worked on the logo for first integrated resort in Singapore, Resorts World, which they are still using as well...&#38;nbsp;

She then took some time out in 2014 to become a certified yoga teacher in Nepal (Hatha RYT 250), and taught part time for a bit after that.She believes that great work starts from a strong simple idea regardless of the media and execution. She also leads and mentors junior teams.Outside of advertising when she has a life, she enjoys doing lots of yoga, drawing WIWT and travelling. In 2016, she became a mom, and so now has no free time whatsoever.&#38;nbsp;</description>
		
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	<item>
		<title>Resume</title>
				
		<link>https://shuteoh.cargo.site/Resume</link>

		<pubDate>Tue, 21 Nov 2017 09:05:19 +0000</pubDate>

		<dc:creator>shu teoh</dc:creator>

		<guid isPermaLink="true">https://shuteoh.cargo.site/Resume</guid>

		<description>Resume


Work Experience
Creative Director at Tom Ford Beauty, Shanghai, Oct 2024 - present
Art Director-Manager at Tiffany&#38;amp;Co, Shanghai, Sep 2018 - August 2024Creative Director at DDB Shanghai, Jan 2015 – Jan 2018Senior Art Director at BBH Shanghai, May 2013 – October 2014Art Director at BBH Shanghai, June 2008 – April 2013Art Director at M&#38;amp;C Saatchi Singapore, June 2005 – May 2008Freelance Illustrator/Designer (Singapore) 
Education
B.A. Advertising, RMIT, Melbourne, Australia3 GCE ‘A’ Levels, Anglo-Chinese Junior College, Singapore8 GCE ‘O’ Levels, Fairfield Methodist Secondary School, SingaporePSLE, Fairfield Methodist Primary School, Singapore

Interests

2014 Certified Yoga Alliance Hatha Yoga Teacher
2015-2016 Part time Hatha Yoga Teacher at Yoga Garden Shanghai</description>
		
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	<item>
		<title>Tom Ford Beauty China: Shuqi Runway</title>
				
		<link>https://shuteoh.cargo.site/Tom-Ford-Beauty-China-Shuqi-Runway</link>

		<pubDate>Wed, 03 Dec 2025 02:45:16 +0000</pubDate>

		<dc:creator>shu teoh</dc:creator>

		<guid isPermaLink="true">https://shuteoh.cargo.site/Tom-Ford-Beauty-China-Shuqi-Runway</guid>

		<description>Tom Ford Beauty China: Shuqi in Paris
In March 2025, to halo new creative direcotr Haider Ackermann’s debut collection for Tom Ford, we brought Shuqi to Paris to see her first Tom Ford fashion show. With an extremely limited time to shoot her (40 minutes for both stills and video) we managed to create a cohesive and cinematic storyline that seamlessly featured our products



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		<title>Tom Ford Beauty China Shoots</title>
				
		<link>https://shuteoh.cargo.site/Tom-Ford-Beauty-China-Shoots</link>

		<pubDate>Wed, 03 Dec 2025 02:34:36 +0000</pubDate>

		<dc:creator>shu teoh</dc:creator>

		<guid isPermaLink="true">https://shuteoh.cargo.site/Tom-Ford-Beauty-China-Shoots</guid>

		<description>Tom Ford Beauty China: Attache Shoots
Since coming onboard in 2024, I’ve worked closely with our cross functional teams to oversee our Attache/celebrity spokesperson shoots, making sure that they are styled in an on-brand manner, and working closely together with photographer Nick Yang and makeup teams to ensure that they look their best in a Tom Ford way.&#38;nbsp;
We’ve shot Shuqi and Nazha across several different occasions to great result.&#38;nbsp;

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		<title>Tom Ford Beauty: 520 Campaign</title>
				
		<link>https://shuteoh.cargo.site/Tom-Ford-Beauty-520-Campaign</link>

		<pubDate>Tue, 25 Nov 2025 10:12:07 +0000</pubDate>

		<dc:creator>shu teoh</dc:creator>

		<guid isPermaLink="true">https://shuteoh.cargo.site/Tom-Ford-Beauty-520-Campaign</guid>

		<description>Tom Ford Beauty/China/520
in 2025, we wanted to really launch 520 in China for Tom Ford Beauty, with assets that felt really on-brand and classic Tom Ford, but yet with a local twist.




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</description>
		
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		<title>Tom Ford Beauty China: Vanilla Sex</title>
				
		<link>https://shuteoh.cargo.site/Tom-Ford-Beauty-China-Vanilla-Sex</link>

		<pubDate>Tue, 25 Nov 2025 09:32:00 +0000</pubDate>

		<dc:creator>shu teoh</dc:creator>

		<guid isPermaLink="true">https://shuteoh.cargo.site/Tom-Ford-Beauty-China-Vanilla-Sex</guid>

		<description>
	Tom Ford Beauty/Vanilla Sex Collection/Nazha 2025


Working closely together with Tom Ford Beauty Global, we shot China Attache NAZHA in a completely new and modern way, departing from her previous sweet image.&#38;nbsp; We styled her completely in Tom Ford fashion, giving her a cleaner and more severe look so as to highlight the makeup and to hero the “forbidden” concept of Vanilla Sex Fragrance in China.&#38;nbsp;
Part of the Tom Ford DNA has always been to blur the boundaries of gender, sex and objectification. As one of the earliest Tom Ford fragrances, Vanilla Sex was censored with a distinctive red bar over the word “sex” instead of changing the name to enter the Chinese market. Instead of shying from this, in a true Tom Ford fashion, we decided to play up this censorship by making the cornerstone of our concept.&#38;nbsp;
Nazha exists within this sensual soft Vanilla Sex world, interjected with the jarring red bar, embodying strength and power in her Tom Ford suit. Her gaze is strong, but her body language is sensual, a contradiction that exists in every woman, just like the fragrance, the softnesss of Vanilla, coupled with the edge that is the sex.&#38;nbsp;




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		<title>Tiffany 2023 High Jewelry Showcase "Out of the Blue"</title>
				
		<link>https://shuteoh.cargo.site/Tiffany-2023-High-Jewelry-Showcase-Out-of-the-Blue</link>

		<pubDate>Tue, 26 Mar 2024 15:04:46 +0000</pubDate>

		<dc:creator>shu teoh</dc:creator>

		<guid isPermaLink="true">https://shuteoh.cargo.site/Tiffany-2023-High-Jewelry-Showcase-Out-of-the-Blue</guid>

		<description>Tiffany China High Jewelry 2023 Wechat Mini Program
High Jewelry has traditionally been an extremely closed off industry, partly to retain the mystique and also by nature of the delicate craftsmanship and costly jewels. But Tiffany China needed to broadly communicate our High Jewelry heritage and in turn halo our rich brand history and incredible savoir faire to Chinese consumers who had previously only associated the brand with our iconic blue box and fashion jewelry.
Thus, we created an immersive and rich Tiffany Wechat High Jewelry mini-program, the first of its kind for the industry, democratizing High Jewelry, whilst still retaining the exclusivity and highlighting our craftsmanship and storied brand codes. Expanding on the theme of the sea with the global line “Out of the Blue”, we brought the delicate jewelry sketches of Jean Schlumberger to life within a fantastical underwater world that users could seamlessly navigate thru the Tiffany mini program.The results were astounding. Where before users would spend an average 20 seconds on our mini-program, we had an over 2 minutes average user time. There was also increased user registration for the Tiffany Mini Program as a direct result of this interaction.


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</description>
		
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		<title>Tiffany China Love&#38;Engagement 2023</title>
				
		<link>https://shuteoh.cargo.site/Tiffany-China-Love-Engagement-2023</link>

		<pubDate>Thu, 08 Jun 2023 03:37:39 +0000</pubDate>

		<dc:creator>shu teoh</dc:creator>

		<guid isPermaLink="true">https://shuteoh.cargo.site/Tiffany-China-Love-Engagement-2023</guid>

		<description>
	
Tiffany China Love&#38;amp;Engagement
Love and Engagement is an increasingly challenging segment in China for jewelry brands, faced wtih falling marriage rates and fierce competition. Fewer young Chinese are getting married, and if they do, they’re increasingly turning to lab-grown alternatives.
 
But at Tiffany, the heart of our brand is love, and we feel that Chinese people still believe in love. Instead of showing the giddy heady moment of that first kiss or first love that is so over-exposed, there’s something to be said for representing a more enduring and realistic side of love. The love that comes after marriage, after kids, thru ups and downs, the love that is for life. We believe in love, and also in the iconic appeal of the Tiffany Blue Box.&#38;nbsp;

As usual, on a tight budget and compressed timing, we worked together with actor Yang Yo and his wife, Melinda to craft a modern Tiffany campaign, capturing their authentic love story in stills photography and a BTS style video.

&#60;img width="3606" height="6000" width_o="3606" height_o="6000" data-src="https://freight.cargo.site/t/original/i/4019898cf6eb7e63460ac2dbaedb850f2dd95c72d5f9afd80d7d9512bf7e293d/0402-tiffany6880.jpg" data-mid="208631146" border="0"  src="https://freight.cargo.site/w/1000/i/4019898cf6eb7e63460ac2dbaedb850f2dd95c72d5f9afd80d7d9512bf7e293d/0402-tiffany6880.jpg" /&#62;
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&#60;img width="6000" height="5101" width_o="6000" height_o="5101" data-src="https://freight.cargo.site/t/original/i/ccb301151cf7197438e1a43261b4f1f3013854979f7311affbb1b04dfc9d7fa4/0402-tiffany6801.jpg" data-mid="208631156" border="0"  src="https://freight.cargo.site/w/1000/i/ccb301151cf7197438e1a43261b4f1f3013854979f7311affbb1b04dfc9d7fa4/0402-tiffany6801.jpg" /&#62;
&#60;img width="3335" height="5000" width_o="3335" height_o="5000" data-src="https://freight.cargo.site/t/original/i/5446ee0b104de79aedfe8d412585e14bf470026cfec72aad5eaaf614f11df146/IMG_5139.JPG" data-mid="208630792" border="0"  src="https://freight.cargo.site/w/1000/i/5446ee0b104de79aedfe8d412585e14bf470026cfec72aad5eaaf614f11df146/IMG_5139.JPG" /&#62;
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	<item>
		<title>Tiffany MAF 2021</title>
				
		<link>https://shuteoh.cargo.site/Tiffany-MAF-2021</link>

		<pubDate>Thu, 08 Jun 2023 03:38:49 +0000</pubDate>

		<dc:creator>shu teoh</dc:creator>

		<guid isPermaLink="true">https://shuteoh.cargo.site/Tiffany-MAF-2021</guid>

		<description>Tiffany MAF 2021
Working closely together with our NYC headquarters, I concepted and helped to create the 2021 Tiffany Mid Autumn Rocket Packaging.&#38;nbsp;
Fully sustainable, and entirely reusable, we worked together with an NYC illustrator Chris Delorenzo to bring our modern astro-bunny to life.&#38;nbsp;
&#60;img width="3544" height="2579" width_o="3544" height_o="2579" data-src="https://freight.cargo.site/t/original/i/60e8ba0b4a7cac7ce12d4c56429c954bd51a3bf7696f53f1c26a5dee3c91f6f4/3438-01C-TIF-RGB-RocketPkg_MAFPkg_v1_TM_082021_FPO_COMBO_am_V6-copy.jpg" data-mid="185909491" border="0"  src="https://freight.cargo.site/w/1000/i/60e8ba0b4a7cac7ce12d4c56429c954bd51a3bf7696f53f1c26a5dee3c91f6f4/3438-01C-TIF-RGB-RocketPkg_MAFPkg_v1_TM_082021_FPO_COMBO_am_V6-copy.jpg" /&#62;

&#60;img width="600" height="700" width_o="600" height_o="700" data-src="https://freight.cargo.site/t/original/i/c220440afb3080b45f76267adc11fabb13428de347bce0937d1107f19c9d2ab8/MMS_MAF_festival_EN_final.gif" data-mid="185909573" border="0"  src="https://freight.cargo.site/w/600/i/c220440afb3080b45f76267adc11fabb13428de347bce0937d1107f19c9d2ab8/MMS_MAF_festival_EN_final.gif" /&#62;
&#60;img width="400" height="480" width_o="400" height_o="480" data-src="https://freight.cargo.site/t/original/i/0504ac150f8210f81ed512a11dcfb62158c0755414198a147d86d250388f53db/20210916MAF_MMS_en.gif" data-mid="185909688" border="0"  src="https://freight.cargo.site/w/400/i/0504ac150f8210f81ed512a11dcfb62158c0755414198a147d86d250388f53db/20210916MAF_MMS_en.gif" /&#62;
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