Jing Pin Ming Men is a community brand shared by food producers across Hubei, China — a collective identity that gives scattered voices unified strength.

This video tells the story of how and why the system works, while showcasing the region's diverse products. It's about connection: between land and people, between variety and unity, between tradition and sustainable growth.

My Role: Art Direction

I led the visual storytelling from concept to execution — developing the narrative script, establishing the visual language that connects each section, and designing the specific look and style of every scene. My work focused on creating a cohesive visual system that could carry both the diversity of Hubei's products and the unity of the brand identity.