July 2025, ‘NARS Around The Globe summer animation at CDF Sanya International Duty Free Shopping Complex, inspired by the golden age of jet-setting, transforming travel retail into a space of modern beauty discovery and emotional connection.’

Concept x Estudio D LLC, exclusively for Nars Global. Execution by local TR Shiseido Nars teams.

Exclusive event concept for NARS 30th Lipstick Anniversary. One example event of the global launch, executed by Essence Agency, China. Event concept was utilized to roll out in LATAM, EUROPE, and ASIA.

2022 Creative Direction and Design by Daniel Villarreal.

Creative Direction x Daniel Villarreal. Designer Laura Pariot.

Creative Direction and Design by Daniel Villarreal.

Creative Direction and Design by Daniel Villarreal.

Creative Direction and Design by Daniel Villarreal.

Creative Direction and Design by Daniel Villarreal.

Creative Direction and Design by Daniel Villarreal.

Creative Direction and Design by Daniel Villarreal.

IFC,Hong Kong

Jo Malone London's first ever gift-giving campaign created to promote a year round spirit of generosity, debuted with the slogan 'Just Because.' The campaign quickly became a global sensation with exponential sales growth across launching markets. The concept that initially started as a graphic takeover of the existing brand aesthetic, quickly demanded to evolve into a physical and experiential form. Leveraging the art, spirit, and excitement, we embarked on a journey of creating the 3d environment to build the visual narrative of the 'Just Because'spirit into a series of press launch events and Pop-Ops, both unique in program to their location.

Invited to design the global outpost for the launch of the next Brit Collection, "Rock the Ages" at Isetan-Shanghai.

Using the symbol of the gift box, we played with scaling up the boxes to appear as if they had just tumbled into the department store atrium, spilling out a story of the ages featuring British history. Being a new brand to China, we combined the classic branding elements with a twist of the modern campaign, and ended up with this playful take on a pop-up. 

My focus has always been dedicated to working directly with the teams abroad on designing the most exciting projects that customer identify with; big gestures, bold moves, with a sophisticated modern approach to branding, visual merchandising, and visual story telling.

When we launched the first free-standing boutique in Raffles, Shanghai, we needed to introduce the brand to the public in a way we have never before. We started by reviewing the brand aesthetic, products, and lifestyle narrative. We then approached the site and explored a playful design of the World of Jo Malone London, with a giant dollhouse, landing in the middle of China, and opening up its world of luxury fragrance stories. Using a distortion of scale, we exaggerated visuals, and intended to create a surreal experience. At the end, we had built the first ever largest brand outpost for the brand globally, which we did not know would spark a series of even greater projects that lied ahead at this scale. 

The World of Jo Malone, China Launch- Brand Dollhouse

Concept Design by Daniel Villarreal

Back to Raffles, we set out to build the "Happy Kissmas" Holiday campaign in an Outpost evocative of the Mistletoe aesthetic. The brand's goal was to own the concept of gift giving in the most competitive gifting season, leveraging brand awareness with the outpost via social channels and press events. 

Every fragrance launch speaks to a distinct place in time, whether historic or fabled. The scent story creates the allure and mystery for each person. Their own spritz of perfume the magic veil they wear. In this launch, we took a trip back to the Mod 1960's, twisting the fresh and modern with a nod to the past. I invite you to take a 'London Lark,' of which I contributed creatively to the design of the press launch events and outpost designs that rolled out globally in celebrating the new fragrance story of 'Basil & Neroli.'

Leveraging the campaign short film, we recreated the London Lark into an immersive gallery experience. Using both forward and rear projection screens, our goal was to surround guests with music and visuals that spoke to the nostalgia of the 60s in a modern manner. We brought in fresh elements that mirrored the basil of the scent, in the catering as well as the greenery in staged props.