Budweiser wanted a way to engage the Chinese audience and establish a dominant presence in China's EDM scene. Consequently, they devised an above-the-line campaign that centred on the notion of EDM enthusiasts donning elaborate costumes to fully express themselves. However, they soon realised that video commercials and print ads would be insufficient to penetrate the exceedingly crowded media landscape prevalent in China.

Following extensive research, my team and I identified that taking selfies and sharing them on social media was a burgeoning trend. I decided to integrate this consumer behaviour with Budweiser's campaign concept.

By collaborating alongside MediaMonks, we successfully created China’s first mobile engagement that leveraged WebGL technology on WeChat. All the audience needed to do was to upload a selfie and watch it come to life in a series of 3D music visualisations. This animation could then be shared directly through to social platforms, thereby magnifying the campaign's outreach.

BBC StoryWorks possesses a vast repository of case studies that they aspire to exhibit to their intended audience. Unfortunately, these content existed on varies format across different platforms. Some of these formats are also unsuitable for mobile devices, rendering them difficult to disseminate. Initially, the clients contemplated converting the content into PDFs, but recognised that this format could not effectively deliver the immersive experience they desired.

After thoroughly comprehending the clients' requirements, I recommended a content site that is optimised for responsiveness and visual appeal. The content would be meticulously organised and curated to ensure seamless navigation and readability.

Additionally, visitors would have the option to conveniently download case studies in PDF format for offline reading. I adeptly led the clients through the entire process, from initial wire-framing and designing to prototyping, prior to collaborating with the developers to launch the website.

In line with the modernisation of the banking sector and its environmentally conscious practices, several banks in Singapore have introduced digital red packets (also known as "angbao"). As one of Asia's preeminent banking groups, Maybank naturally embraced this innovation. Therefore, I was commissioned to design e-greetings for major festivals celebrated in Singapore. The primary objective was to create e-greetings that were not only unique, but also capable of eliciting feelings of excitement, surprise, and joy, analogous to the emotions experienced when opening a physical gift.

I have the privilege of working directly with Maybank, one of my esteemed clients. In addition to my creative duties, I assumed full responsibility for overseeing the entire project workflow, from conceptualisation to final execution. This entailed managing third-party vendors, developing project timelines, and ensuring seamless collaboration among all stakeholders.

Despite the project's tight deadlines, my team and I successfully delivered the desired designs and animations, thereby earning the satisfaction of our esteemed clients.

Columbia Sportswear aspired to introduce its new brand positioning, and launch its new line of waterproof jackets, to the Chinese market. However, the client faced two key challenges: the absence of celebrity endorsements and an insufficient media budget. Both of these factors are crucial to guarantee a successful product launch in China.

Following an in-depth analysis of the client's new brand positioning, my team and I devised a social/digital campaign that effectively showcased the product's waterproof technology in an engaging manner. Leveraging WeChat’s platform, we launched a mobile engagement campaign that invited users to submit their suggestions on how to test the waterproof capabilities of the jackets.

Subsequently, we selected the suggestion with the most votes and conducted the test in a real-world setting. The entire challenge was captured on film and edited into entertaining and shareable content, strategically designed to drive traffic to the brand's e-commerce site.

Dubai Tourism Board sought to expand its appeal to Chinese tourists, requiring a campaign to entice the target audience to visit Dubai and explore the unique experiences it offers. Yet, the campaign's effectiveness was constrained by limited production and media budgets. The challenge was to create a cost-effective, yet impactful campaign that would inspire the Chinese audience to visit booking sites or travel agencies for further information and to book travels to Dubai.

After conducting extensive research on Dubai's unique culture and the preferences of Chinese travellers, my team and I devised a digital and social campaign aimed at showcasing Dubai's unexplored facets. We strategically leveraged WeChat, the most popular social platform in China, to create an immersive and engaging experience for our audience.

Our campaign showcased the richness of Dubai's local culture and unique experiences, and we incorporated various features that incentivised users to share the campaign and visit booking sites.

Budweiser China was pursuing an ambitious goal of being the leader in the beer category as well as the digital innovation trendsetter in China. However, the brand's aggressive marketing efforts led to inconsistent and fragmented messaging, making it challenging for its target audience to stay informed about ongoing and upcoming events. The brand's various campaigns also directed audiences to different platforms, resulting in confusion and reduced engagement.

My team and I were responsible for the transformation of bud.cn, a website previously utilised by Budweiser for providing information about its brand and products, into a comprehensive brand hub. This hub now encompassed campaign-related activations, integrated brand information, event updates, and an access point to their e-commerce platform.

The result was a one-stop destination for the audience to obtain extensive information regarding the brand and its offerings, resolving the previously fragmented and inconsistent marketing efforts of Budweiser China. Furthermore, this brand hub also featured a library of music content and played a crucial role in reinforcing Budweiser’s dominance in China's EDM scene.

A group of crypto pioneers wanted to start a cryptocurrency platform and needed a designer with an in-depth understanding of Web3 to help them with the logo and dashboard designs.

In addition to fulfilling the project's requirements, I provided the clients with a basic style guide and suggested an additional "dark mode" version to elevate the dashboard's visual appeal with a bold and sophisticated appearance.

Bose aimed to reinstate the brand's innovation-driven heritage and showcase their latest noise-cancelling headphones as testament to their continued innovative spirit. With the renowned Hong Kong celebrity, Shawn Yue, as their brand ambassador, they sought to develop a campaign that would embody the message of "Dare to Reimagine." The primary goal was to shift the audience's perception of Bose from an outdated and expensive foreign brand to an inventive, premium brand that inspires excitement.

After conducting a thorough analysis of Bose's past communication materials, I realised that the brand had previously adopted a relatively conservative approach. The first challenge involved establishing trust and encouraging the clients to embrace change and move out of their comfort zone, in line with their vision for the new product. This led to the creation of the "Let Imagination Be Heard" campaign, which fully leveraged Shawn Yue's acting abilities while embodying innovation and highlighting the groundbreaking features of the headphones.

Given that we were working with a premium audio brand, I personally wrote the lyrics for the English and Cantonese jingles featured in the film to perfectly align with the storyline.