daniellesim

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	<title>daniellesim</title>
	<link>https://daniellesim.com</link>
	<description>daniellesim</description>
	<pubDate>Mon, 02 Mar 2026 23:25:35 +0000</pubDate>
	<generator>https://daniellesim.com</generator>
	<language>en</language>
	
		
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		<title>Mobile header</title>
				
		<link>https://daniellesim.com/Mobile-header</link>

		<pubDate>Mon, 02 Mar 2026 23:25:35 +0000</pubDate>

		<dc:creator>daniellesim</dc:creator>

		<guid isPermaLink="true">https://daniellesim.com/Mobile-header</guid>

		<description>
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		<title>Mobile nav</title>
				
		<link>https://daniellesim.com/Mobile-nav</link>

		<pubDate>Mon, 02 Mar 2026 23:25:35 +0000</pubDate>

		<dc:creator>daniellesim</dc:creator>

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		<description>visa square stops here
jw marriott stay in the momentp&#38;amp;g women at workolay decode the biasmeta we the culturepepsi lifewtr&#38;nbsp;target we’ve got love for localcalia choose what fitspeloton because pelotonamazon x nwsl it’s on primeworth fashion gets personalsephora beauty insider
Email
Linkedin
Recreational Thoughts&#38;nbsp;
 ©2026</description>
		
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		<title>About</title>
				
		<link>https://daniellesim.com/About</link>

		<pubDate>Mon, 01 Feb 2021 07:39:34 +0000</pubDate>

		<dc:creator>daniellesim</dc:creator>

		<guid isPermaLink="true">https://daniellesim.com/About</guid>

		<description>
	

Danielle Sim is a multidisciplinary creative with over 10 years of experience across brand campaigns, design, and experiential storytelling. Her work spans a range of formats — from social and advertising to large-scale brand environments and installations.


With both agency and in-house experience, Danielle spent much of her career in New York at leading creative studios and advertising agencies including Interbrand, Vogue Magazine, Saatchi &#38;amp; Saatchi, and TBWA/Chiat NY.


Now based in San Francisco, she has led creative for brands such as Visa, JW Marriott, Meta, Target, Pepsi, Amazon, and Sephora — developing big ideas and translating them into campaigns, experiences, and cultural moments.


Her work explores how brands can move beyond traditional advertising to create immersive and meaningful connections with audiences.


Say hello !✉


daniellesim@gmail.com


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		<title>Square X Visa </title>
				
		<link>https://daniellesim.com/Square-X-Visa</link>

		<pubDate>Fri, 20 Feb 2026 19:23:58 +0000</pubDate>

		<dc:creator>daniellesim</dc:creator>

		<guid isPermaLink="true">https://daniellesim.com/Square-X-Visa</guid>

		<description>
	Client: Square x Visa — Super Bowl Activation#
#Experiential / Activations


“Square Stops Here” began as a pitch-winning concept celebrating San Francisco’s small business community during Super Bowl weekend. The activation featured a hop-on hop-off bus tour connecting visitors with 28+ local businesses across neighborhoods including the Mission and North Beach, driving real foot traffic to local sellers while showcasing the spirit of the city.


As someone who now calls San Francisco home, the project was especially meaningful: highlighting and supporting the local businesses that make the city vibrant. 🌁


&#38;nbsp;
	Role


Led the creative direction from pitch through execution. Developed the activation concept, designed the city route strategy, and collaborated closely with production partners to bring the experience to life.


Directed the visual system including bus design, printed route maps, and experiential graphics. Built the campaign website prototypes in Figma for both desktop and mobile.


Deliverables

Experiential concept, bus design, route maps, website UX/UI, event graphics


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&#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp;
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		<title>stayinthemoment </title>
				
		<link>https://daniellesim.com/stayinthemoment</link>

		<pubDate>Wed, 29 Nov 2023 19:27:31 +0000</pubDate>

		<dc:creator>daniellesim</dc:creator>

		<guid isPermaLink="true">https://daniellesim.com/stayinthemoment</guid>

		<description>
	Client: JW Marriott APAC Campaign


“Stay in the Moment” was a regional campaign designed to highlight mindful luxury travel across the Asia-Pacific region. Inspired by the emotional storytelling of K-dramas, the campaign emphasized human connection, reflection, and the beauty of slowing down while traveling.&#38;nbsp;


The work positioned JW Marriott as a brand that curates meaningful travel experiences rather than simply offering hospitality
	Role


Led the creative storytelling and cultural direction for the campaign. Wrote and directed the Korean script while guiding the visual narrative to ensure authentic cultural representation.


Worked closely with production and post-production teams throughout casting, VO direction, and editing.


Deliverables

Long-form video, :30 and :15 social films, regional campaign assets


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</description>
		
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		<title>today app </title>
				
		<link>https://daniellesim.com/today-app</link>

		<pubDate>Mon, 02 Mar 2026 22:49:30 +0000</pubDate>

		<dc:creator>daniellesim</dc:creator>

		<guid isPermaLink="true">https://daniellesim.com/today-app</guid>

		<description>


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		<title>Women at Work</title>
				
		<link>https://daniellesim.com/Women-at-Work</link>

		<pubDate>Mon, 01 Feb 2021 05:44:51 +0000</pubDate>

		<dc:creator>daniellesim</dc:creator>

		<guid isPermaLink="true">https://daniellesim.com/Women-at-Work</guid>

		<description>
	

Client: P&#38;amp;G Group


“Women at Work” explored the cultural myths surrounding gender equality in the workplace. While there is broad agreement that women and men deserve equal opportunities, the reality is shaped by conflicting assumptions and persistent biases.
Our team developed an interactive awareness campaign designed to surface and challenge these myths. Using installations built from analogue televisions, flat screens, and kiosks, the experience presented common workplace assumptions in a “true / false” format — inviting attendees to actively change the narrative by switching the message.


The project was featured at the World Economic Forum in Davos, P&#38;amp;G Global Headquarters, Bloomberg NYC, and the Women Deliver Conference in Vancouver.


	MY ROLE(S)


Creative lead on the campaign concept and installation experience.Developed the campaign idea with executive creative director and created the initial installation sketches.


Worked closely with editors to produce five thematic video groups exploring workplace realities including leadership, STEM, home life, sexual harassment, and confidence.


Partnered with SquareDesign on the installation build and supervised production across multiple locations including NYC, Cincinnati, and Davos.


Led typography and visual design across campaign assets and oversaw animation and video development


Deliverables


Interactive installation (Davos World Economic Forum)
Installations in NYC, Cincinnati, and Vancouver
Short social videos and campaign assets


	&#60;img width="1665" height="1089" width_o="1665" height_o="1089" data-src="https://freight.cargo.site/t/original/i/8a97c38eef30011852baa5329ae8bbbb8ec932d7654c2ebe8059781fcd1ee5dc/Topper-image.png" data-mid="97294438" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/8a97c38eef30011852baa5329ae8bbbb8ec932d7654c2ebe8059781fcd1ee5dc/Topper-image.png" /&#62;

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&#38;nbsp;
Bonus photos in Davos 🙃️&#38;nbsp;


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	<item>
		<title>Decode the Bias Print </title>
				
		<link>https://daniellesim.com/Decode-the-Bias-Print</link>

		<pubDate>Wed, 01 Sep 2021 17:00:02 +0000</pubDate>

		<dc:creator>daniellesim</dc:creator>

		<guid isPermaLink="true">https://daniellesim.com/Decode-the-Bias-Print</guid>

		<description>
	Client: Olay (P&#38;amp;G) &#124; Integrated Print Campaign


Decode the Bias was a purpose-driven campaign addressing algorithmic bias in beauty-related search results, highlighting how traditional definitions of beauty are often reinforced by technology. 
Partnering with AI researcher Joy Buolamwini and the Algorithmic Justice League, Olay launched the initiative to spark conversation around representation in tech while committing to supporting women in STEM.


	Role:

Designed the print campaign layouts and visual compositions for the series of editorial-style ads, translating the campaign message into clean, impactful print executions.

Deliverables:

Print campaign layouts, editorial-style advertisement design, and visual composition for campaign print assets.
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	<item>
		<title>Meta - We The Culture</title>
				
		<link>https://daniellesim.com/Meta-We-The-Culture</link>

		<pubDate>Sun, 11 Jun 2023 22:38:42 +0000</pubDate>

		<dc:creator>daniellesim</dc:creator>

		<guid isPermaLink="true">https://daniellesim.com/Meta-We-The-Culture</guid>

		<description>Coming soon!&#38;nbsp;

&#60;img width="1880" height="918" width_o="1880" height_o="918" data-src="https://freight.cargo.site/t/original/i/1ad65bf4f824d964d1ac6d70f65c43f0b9ad120545ce39efc64b332e55a4bc90/Screen-Shot-2023-06-11-at-6.36.08-PM.png" data-mid="181767016" border="0"  src="https://freight.cargo.site/w/1000/i/1ad65bf4f824d964d1ac6d70f65c43f0b9ad120545ce39efc64b332e55a4bc90/Screen-Shot-2023-06-11-at-6.36.08-PM.png" /&#62;&#60;img width="2628" height="1172" width_o="2628" height_o="1172" data-src="https://freight.cargo.site/t/original/i/bd172b9d07b402224cff6d2bc6d8e70a6df922360730ab2b568fe2770fd34f02/Screenshot-2026-03-03-at-9.47.58AM.png" data-mid="245573203" border="0"  src="https://freight.cargo.site/w/1000/i/bd172b9d07b402224cff6d2bc6d8e70a6df922360730ab2b568fe2770fd34f02/Screenshot-2026-03-03-at-9.47.58AM.png" /&#62;


&#38;nbsp;&#38;nbsp;</description>
		
	</item>
		
		
	<item>
		<title>LIFEWTR</title>
				
		<link>https://daniellesim.com/LIFEWTR</link>

		<pubDate>Mon, 01 Feb 2021 05:50:21 +0000</pubDate>

		<dc:creator>daniellesim</dc:creator>

		<guid isPermaLink="true">https://daniellesim.com/LIFEWTR</guid>

		<description>
	Client: Pepsi - LIFEWTR&#38;nbsp;
 PepsiCo's newest hydration product, launched in 2016 with the premise of showcasing up and coming artists. They had beautiful products, but their purpose wasn't clear, and their bottles were fading into the already crowded water bottle isles. They approached us, asking us to help them stand out.&#38;nbsp;We positioned LIFEWTR as more than just pretty water bottles -- instead, they're the water bottle with purpose: to spread art and creativity to the world. We came up with cultural anchors (such as 'Education'. 'Art Meets World', 'Women in Arts') that they could choose artists against to showcase art for seasons to come. 

Recognition:&#38;nbsp;
Markingawards
AdesignAward
Red Dot Award&#38;nbsp;


	My Role(s)
Pitch/Ideation:&#38;nbsp;
Brainstormed series ideas, created+presented pitch deck to the client (pitch won)&#38;nbsp;Production/design:&#38;nbsp;
Worked with in-house Pepsi design team &#38;amp; Moma curator: Paola Antonelli, to carefully select the final artwork.&#38;nbsp;
Researched/collected various student art work for series 4.&#38;nbsp;
Researched/collected various multi-culture artist work for series 5.&#38;nbsp;
Designed different ways for artwork to be on the bottles &#38;amp; produced mock-up packagings.&#38;nbsp;
Deliverables:&#38;nbsp;Pitch deck (won)&#38;nbsp;
Series 4 + 5 water bottles design / mockups
Ideas for future series&#38;nbsp;
Brand Positioning / Strategy&#38;nbsp;&#38;nbsp;

	
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