Hi, I’m Jiachen Lu (Jenny). I am a creative storyteller bridging filmmaking and marketing. I bring a director's eye for narrative and visual craft, paired with a marketer's instinct for what drives engagement and conversion. Trained in film and television directing and now pursuing an MA in Film & Photography at Leiden University, I've spent 2+ years turning cinematic storytelling into measurable results: millions of views and 1,000+ units sold through scenario-based content across Instagram, YouTube, Douyin, and Xiaohongshu. I own the full pipeline from concept and scripting to filming and editing (Premiere Pro, After Effects, CapCut), and refine every piece with performance data. My approach treats each campaign like a short film, with a clear story, strong visuals, and an audience that feels something and acts on it.…

Jiachen Lu (Jenny)

Hi, I’m Jiachen Lu (Jenny). I am a creative storyteller bridging filmmaking and marketing. I bring a director's eye for narrative and visual craft, paired with a marketer's instinct for what drives engagement and conversion. Trained in film and television directing and now pursuing an MA in Film & Photography at Leiden University, I've spent 2+ years turning cinematic storytelling into measurable results: millions of views and 1,000+ units sold through scenario-based content across Instagram, YouTube, Douyin, and Xiaohongshu. I own the full pipeline from concept and scripting to filming and editing (Premiere Pro, After Effects, CapCut), and refine every piece with performance data. My approach treats each campaign like a short film, with a clear story, strong visuals, and an audience that feels something and acts on it.…

Available to hire

Hi, I’m Jiachen Lu (Jenny). I am a creative storyteller bridging filmmaking and marketing. I bring a director’s eye for narrative and visual craft, paired with a marketer’s instinct for what drives engagement and conversion. Trained in film and television directing and now pursuing an MA in Film & Photography at Leiden University, I’ve spent 2+ years turning cinematic storytelling into measurable results: millions of views and 1,000+ units sold through scenario-based content across Instagram, YouTube, Douyin, and Xiaohongshu. I own the full pipeline from concept and scripting to filming and editing (Premiere Pro, After Effects, CapCut), and refine every piece with performance data. My approach treats each campaign like a short film, with a clear story, strong visuals, and an audience that feels something and acts on it.

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Language

Chinese
Fluent
English
Advanced

Work Experience

New Media Editor at Hezheng Culture Co., Ltd
March 1, 2023 - January 1, 2025
Developed and executed short-form video content strategies for platforms including Douyin and YouTube; conducted audience and topic research to identify culturally relevant themes, improving content reach and platform engagement; managed end-to-end production of digital content (concept development, scripting, filming, editing, publishing); collaborated with social media accounts to align content with platform trends and optimize visibility; analyzed content performance to refine direction.
Curator & Project Coordinator at TRACE Exhibition
September 1, 2025 - April 1, 2026
Led the development of the exhibition concept and ensured consistency across selected works; managed the open call process, including submission review and artist coordination; produced audience-facing content and oversaw print production and layout to ensure smooth exhibition outputs; organized timelines and collaborated with artists and team members to deliver outputs on schedule.
Content & E-commerce Project Lead at XiaoHongShu / RED
January 1, 2024 - December 31, 2025
Developed and managed platform content strategies for XiaoHongShu (RED); created product photography and promotional content tailored to platform aesthetics; translated branding goals into engaging visuals; identified target audiences and optimized content to drive engagement and sales.
Photographer at ICH Gastronomy Branding Project, Nanjing, China
June 1, 2023 - July 1, 2023
Produced visual content to support branding and promotional materials; documented key activities and delivered high-quality visual assets for external communications; collaborated with project teams to align output with branding objectives; managed post-production workflow including editing and delivery.
Photography Curator Intern at Leiden University Library, Special Collections
March 1, 2026 - June 30, 2026
Researched historical photography collections to support content development and exhibition narratives. Translated archival material into accessible visual and textual content for public audiences. Contributed to exhibition concept development with a focus on audience engagement and visual communication.
Content Creator & E-Commerce Operator at Self-Directed Project — Xiaohongshu / RED
January 1, 2024 - Present
Created product photography and short-form promotional video tailored to platform aesthetics and lifestyle audiences. Developed scenario-based content strategies around emotional appeal and lifestyle themes, driving 1,000+ units sold on top products. A/B tested hooks, captions, and visual styles using engagement data, iterating formats weekly.
New Media Editor (Video) at Hezhimeng (Wanoyume) Culture Communication Co., Ltd
March 1, 2023 - January 31, 2025
Managed end-to-end video production including scripting, filming, editing, and publishing for Douyin, YouTube, and Instagram. Edited short-form promotional and brand-storytelling videos, with strongest pieces reaching millions of views. Adapted assets across vertical, square, and landscape formats while maintaining a consistent visual identity. Tracked views, engagement, and retention metrics to refine creative direction and content strategy. Contributed editing and creative work to brand documentary projects including Huawei's 100 Faces, The Reason I Live Here, and A Typical Family.

Education

Master's degree in Film & Photography Studies (Curating Photography) at Leiden University
February 1, 2025 - June 30, 2026
BA in Theatre, Film and Television Directing at Communication University of China (CUCN), Nanjing
September 1, 2019 - June 1, 2023

Qualifications

Attract and Engage Customers with Digital Marketing
January 11, 2030 - May 29, 2026
Foundations of Digital Marketing and E-Commerce
November 30, 0002 - May 29, 2026

Industry Experience

Media & Entertainment
    Photography exhibition - Trace

    Trace brings together works by artists from the Photography Society MA programme at the Royal Academy of Art, The Hague, developed in collaboration with students from the Photography Curating track of the Film and Photographic Studies programme at Leiden University.
    The exhibition approaches photography as a medium that engages with what remains after the moment has passed. Rather than presenting events, the works focus on traces of presence, action, and time. The image is understood not as the event itself, but as what is left behind.
    The projects explore traces in different forms. Some works focus on landscapes shaped by time, while others look at everyday actions, the body, or surfaces altered through use. Traces appear in fragments, gestures, and spaces that suggest something no longer fully visible, yet still present.
    The exhibition is installed along a corridor, as visitors move through the space, viewers are invited to continue looking for traces beyond what is immediately visible

    Documentary series - The reason I live here

    The documentary that chronicling Chinese living abroad and foreigners who live in China.