Lee Kum Kee

Lee Kum Kee · Flavours That Bind

Lee Kum Kee’s campaign, Flavours That Bind, centers on the connection between food and family traditions during Chinese New Year. The work leans into a warm, inviting aesthetic, utilizing golden hour-inspired lighting to capture multi-generational gatherings and the process of preparing traditional meals. Developed alongside creative partners DDB Group Hong Kong and Cedar HK, the production features live-action sequences that move between observational portraits of relatives and close-up detail shots of cooking. The campaign prioritizes a cinematic feel, grounding the narrative in rustic kitchen and dining room settings.

Lee Kum Kee · Chili Crisp

Lee Kum Kee showcases its Chili Crisp oil in this commercial campaign, capturing a domestic kitchen setting where the product takes center stage. The film focuses on the sensory experience of preparation, utilizing dynamic food-focused cinematography to emphasize the texture and appeal of the condiment. Developed by GREY Hong Kong, the project employs warm, natural lighting and clean live-action techniques to build an inviting atmosphere. The narrative follows a pair of actors as they integrate the chili crisp into a meal, centering the product within a relatable, everyday culinary context.

Lee Kum Kee · The Real Deal

Lee Kum Kee · LKK US SRIRACHA - Product Video