From Music Videos To Luxury Brands: Jessica Qian On Visual Storytelling

In this exclusive interview, internationally acclaimed Art Director Jessica Qian shares her journey from her early accomplishments in China, where she received a flute certificate during elementary school, to pursuing high school in Canada and college in the USA.

Known for her ability to blend Eastern and Western aesthetics, Jessica discusses her creative process, career highlights, and insights into the evolving world of visual storytelling. From directing award-winning music videos to shaping luxury brand identities, Jessica continues to push creative boundaries while mentoring the next generation of talent.

Thank you, Jessica, for sharing your valuable insights and experiences with our readers today!

IMAGE: JESSICA QIAN

1. You’ve established yourself as a leader in the art direction field, with a remarkable body of work. Can you share how you first became interested in art direction, and what inspired you to pursue this career?

I have loved art and storytelling since I was a child. Growing up in China, I studied flute and earned a Grade 9 certificate from the Nanjing Arts Institute, which provided a foundation for my creative work. Later, I studied in Canada and the United States, where I developed a strong interest in fashion, music, and visual culture.

These experiences gave me a unique perspective that blends Eastern and Western aesthetics and has become the hallmark of my work. I decided to pursue art direction because I am passionate about producing compelling visuals that connect audiences with brands and artists in meaningful ways. I want to create work that is not only visually appealing but also culturally resonant and commercially impactful.

2. The S-Class music video with 8UCK, sponsored by Mercedes-Benz, was a massive success with over 1.5 million views on Weibo. How did you approach managing the visual style and production of such a high-profile project? What were some challenges you faced, and how did you overcome them?

The S-Class music video needed to balance the luxury branding of Mercedes-Benz with the youthful energy of 8UCK’s music and style. My approach was to focus on creating the perfect blend of sophistication and street culture through the use of a bold color palette, sleek set design, and subtle nods to the car brand’s signature aesthetic.

One of the challenges was aligning the creative direction with the Mercedes-Benz brand identity while maintaining 8UCK’s unique voice. I overcame this by ensuring open communication between the brand, the artists, and the production team so that everyone’s vision was represented. Another challenge was delivering visuals that appealed to a younger audience in a competitive market.

To address this, I incorporated popular visual styles such as dynamic camera angles and high-energy editing while adhering to timeless principles of luxury to ensure the video resonated with a diverse demographic.

3. You’ve worked closely with Gab3 on several notable projects like Roy Woods’ Say Lessand Burna Boy’s Devil in California. How do you ensure each collaboration captures the artist’s essence while pushing creative boundaries? Could you share your creative process for these projects?

Working with Gab3 is always inspiring because we both value pushing creative boundaries while staying true to the artist. My creative process starts with understanding the artist’s vision, music, and target audience. For Say Less, I wanted to emphasize the emotional vulnerability of Roy Woods, so I devised a minimalist visual style that allowed his performance to take center stage.

For Devil in California, a collaboration with Burna Boy, I focused on blending his Afrobeat roots with the cultural aesthetics of California to create a narrative that was both personal and globally relevant.

I made sure that every collaboration involved research, brainstorming sessions, and mood boards to arrive at a consistent vision. I also encourage experimentation during the production process, such as testing unconventional camera angles or making spontaneous set adjustments, to discover unexpected creative moments.

4. The Say Lessmusic video has garnered over 6.6 million views on YouTube. How did you contribute to its success as the lead art director? What were the key elements that made this music video stand out visually?

As the Lead Art Director for Say Less, my role was to ensure that every visual element amplified the emotional tone of the song. The set, color palette, and lighting design were all designed to reflect the introspective mood of the song.

The video stands out because it feels both personal and universal—resonating with the viewer while remaining timelessly beautiful. The interplay of soft lighting, muted tones, and carefully selected props created an intimate atmosphere that visually mirrors the song’s emotional depth.

The success of the video lies in its simplicity, where every visual choice is well thought out and matches the emotional depth of the song.

5. In addition to your music video work, you also played a pivotal role in the launch of Gab3’s Starwalk shoe brand at Barneys New York. What was your approach to defining the visual identity of the brand, and how did you make the event stand out in such a competitive market?

For the Starwalk launch, my main goal was to create a visual identity that would position the brand as a leader in luxury streetwear. I drew inspiration from avant-garde fashion and urban culture, blending clean, futuristic designs with bold, youthful energy.

By crafting a narrative that highlighted the fusion of avant-garde fashion with urban streetwear culture, we ensured that every detail of the event—down to the displays and lighting—reflected the brand’s ethos.

By focusing on storytelling and creating a visually cohesive experience, the campaign stood out in the competitive luxury market.

6. From designing music videos to directing brand launches, your versatility is impressive. How do you adapt your creative approach when switching between music videos, brand activations, and other types of projects? What keeps you inspired in this fast-paced, ever-changing industry?

Adaptability is key to my creative process. When working on music videos, I focus on storytelling and emotional resonance, ensuring the visuals enhance the artist’s music and message. For brand activations, my priority shifts to aligning with the brand’s identity and target audience, creating experiences that are both engaging and on-brand.

To stay inspired, I immerse myself in various creative fields—fashion, technology, fine art—and constantly seek out emerging trends and cultural shifts. Collaboration also fuels my creativity, as working with diverse teams and clients introduces fresh perspectives and ideas. Ultimately, my passion for connecting with audiences through visual storytelling keeps me motivated in this dynamic industry.

7. Looking ahead, what are some goals or projects you’re excited about? How do you see the future of art direction evolving, particularly in the music and fashion industries?

Looking ahead, I’m excited to explore more cross-cultural collaborations that bridge Eastern and Western aesthetics. I’m also interested in integrating emerging technologies like augmented reality and AI into my projects, pushing the boundaries of visual storytelling.

In the future, I see art direction becoming even more immersive and interactive, especially as music and fashion industries embrace digital platforms. Virtual concerts, metaverse fashion shows, and AI-generated visuals are just the beginning.

I’m particularly interested in projects that combine traditional Eastern design elements with cutting-edge digital formats, such as AR fashion campaigns. My goal is to continue innovating in these spaces while staying true to my passion for creating meaningful, culturally relevant visuals that connect with global audiences.

IMAGE: JESSICA QIAN

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