Modern Business & Creative Connection with Ye Zhu
At its worst, advertising can be deceptive. At its best, it can be inspirational and uplifting. In the same way that a great film is often dependent on the professionals whose hand and minds craft it, the commercials which become most memorable are those which transfer the perspective of the artist behind them. Ye Zhu is a multimedia production specialist; a title which indicates her multifaceted methods and talents. Succinctly, this label means that Ye shapes the tone of the ads which connect with consumers. Her credits include numerous media forms but are increasingly utilized for online and social media presentations. Through her work, Ye has been significantly successful at reaching the public on various forms of media including, television and the internet, improved through captivating advertisements for such iconic brands as Mercedes-Benz, Vera Wang, Tiffany & Co., Salvatore Ferragamo, Clinique, Tommy Hilfiger, Macy’s, and more. You’re just as likely to see her work on an Instagram story for one of these brands as on television. The freedom of SM productions has allowed Ye to cultivate a professional style that has drawn some of the most well-known names to enlist her talents. She often rejects the classic ideas for a more realistic approach. Her work showcases raw emotion, imperfection, and diversity rather than perfection. In the arena of beauty and fashion, she focuses on the beauty standards of real women. Regardless of what is being communicated, Ye Zhu’s paramount goal is always creating a story which is engaging.
Social media has forever changed the delivery and style of marketing. Consumers are more savvy to overt marketing and prefer a tone that is personal and entertaining. There’s a reason that some of the world’s biggest brands have utilized Ye Zhu’s abilities for their websites, YouTube, and Instagram. While her work for them also airs on television, the trend is most definitely towards social media. Crafting these productions is an organic process. Any intuitive or artistic decision made can change the way the final story is shaped. Ye’s application of her skill to a wide variety of brands not only confirms her versatility but also her acclaim within the industry.
For a Mercedes-Benz production on the 2018 U.S. Open campaign, Ye edited compelling and exciting footage of fans searching for branded tennis balls throughout all of the NYC boroughs. The stories spanned the exciting moments when these individuals found these tennis balls and then followed their fun at the U.S. Open tennis game inside of the Arthur Ashe Stadium. She also worked on the Mercedes-Benz Bucket List Campaign which featured several spots of people driving the Mercedes-Benz A-Class to cross off a wish on their bucket list; including surfing, skydiving, and goat yoga. Ye’s work on a series of makeup tutorials featuring Becca Cosmetics full line of makeup focused on the human experience rather than the excitement of the Mercedes-Benz G-Class and tennis. This series of campaign featured models of different skin tones and skin types and subtitled in Spanish, Italian, Polish, German, French and English to be published worldwide.
Vera Wang is certainly one of the most influential and respected fashion designers in the world. During the creation of Wang’s 2019 Spring BLACK & WHITE campaign, all of the footage from the main camera was lost. Ye was called in to bring her creativity and skill to remedy the potentially catastrophic scenario. Remarkably, she harvested behind the scenes footage and used “optical flow” to manually create smooth slow-motion effects on these ephemeral moments to give them a more aesthetic appeal. Ultimately, Ye managed to salvage a lot of footage not considered primary and created nearly a dozen vignettes which perfectly matched the essence of Vera Wang.
https://www.youtube.com/watch?v=n8v9Mncd78c
Women are redefining how society perceives them in current times. One of greatest proponents of this is tennis legend Serena Williams. In addition to redefining the sport of women’s tennis, she has become a powerful asset to modern day femininity. Ye edited Williams’s “Beautiful Return” campaign for Neodyne Biosciences which communicates the athletes return to tennis after an emergency C-section. The inspirational story portrayed in the campaign was literally built in the editing room by Ye Zhu who declares, “Serena Williams is a modern icon and role model for what a woman could be. It was an honor to work on ‘The Beautiful Return’ campaign. It’s always exciting when you get an inside look of someone and try to capture the essence of that person in the purest art form.” As a female multimedia production specialist making it in the highly competitive world, Ye Zhu added layers of depth and unique insights to the work she produced.
