I've spent 10+ years making content for Apple, Lufthansa, Unilever and Shiseido at Havas, MullenLowe and McCann. Now I write, shoot and edit my own work in Toronto.
Every video in this section I made alone: idea, script, shooting, lighting, sound, editing, color and delivery. Clients include LG Home Comfort, Co-Lab Contracting, Own Dance Studio and brands produced through my studio, Lux Creative Lab.
Scroll each row sideways · tap any video to watch with sound
12 videos
Comedy
Skits and parodies built on a two-second hook. I write, direct, act, shoot and edit.
5 videos
Cinematic
Slow camera moves, controlled light and careful grading for brands that want to look premium.
2 videos
Heartfelt
Real people and real milestones, told with voiceover and patience.
2 videos
Event
Fast turnaround recaps that make people wish they had been there.
5 videos
Brand & Explainer
Clear messages for products and services, made to work with sound off.
B
YouTube
Scripted, shot, edited and voiced by me
Just 11 videos have built a channel of 5,600+ subscribers. My first video reached 66K views. I landed my first paid sponsored video at 500 subscribers, and brands have now sent 100+ collaboration offers.
Ten years at international agencies in Shanghai, from copywriter to associate creative director.
2022
Fujifilm
Background
Fujifilm started its business transformation in 2019, shifting its main focus from film photography to diversified development in areas such as healthcare, high-performance materials, and skincare products, with the goal of continuously innovating to address societal issues. However, the general impression of Fujifilm among the Chinese public often remains rooted in the old perception of it being solely a film/photography equipment brand. It is necessary to initiate communication efforts to implant the brand's recognition of "Fujifilm's continuous innovation to address societal issues" into people's minds.
Solution
We explored the healthcare sector that ordinary Chinese people can relate to and tell stories about how Fujifilm‘s innovation benefits the lives of Chinese people. With local insights, we narrated a genuine, universally relevant story about Guard for Love.
Launch
Peugeot 2008
Creative Concept
Wildly beautiful
Background & Solution
The Peugeot 2008 was a new SUV that represented the brand‘s fresh image. The client’s objective was to rebrand Peugeot as a youthful, trendy, and distinctive brand. To achieve this, we developed a concept that was both stunningly beautiful and incorporated the iconic Peugeot logo element - the lion - into the visual design. Based on the concept “wildly beautiful”, an integrated campaign came along.
TVC
Dulux
Creative Concept
Painting, Don’t Have to be Painful
Background & Solution
Dulux has launched a painting service that uses environmentally friendly paint to complete the job quickly, allowing customers to move in faster. In the TV commercial, we exaggerated the pain of waiting for the work to be completed and the embarrassment of cramming with family members, highlighting the benefits of our fast product and service.
TVC
Magnum × Alexander Wang
Film
Nature Lab
Branding
Intel
Creative Concept
Speed up for dreams
Background & Solution
The Intel Core Mobile was a new technology platform launched by Intel for laptops, offering standards such as 'super long battery life' and 'instant wake-up'. In this fast-paced and competitive social environment, people yearn to go further and run faster. Based on the real stories of 'dream chasers', we created the 'Speed up for Dreams' series of films, showcasing their inspiring journeys of chasing their dreams.
Crossover
Omron × MINI
Challenge
Young people in China don’t pay much attention to their health condition and think medical equipment is “so-not-cool”. Omron, one of the biggest and most famous health medical equipment brands in China, wants to change this.
Solution
So we partnered with the coolest car brand - Mini! Firstly, we invited Mini owners to have a physical examination with our product and posted the news with our key visuals on social media. It was a hit! Everybody was impressed by this crossover, and the number of Omron's followers on Weibo increased dramatically.
Public service
Blood Donation
Challenge
In China, it is very difficult to find blood donors with a specific blood type through traditional communication methods.
Solution
We attracted potential donors to scan the QR code on OOH and string art pieces, and take the first and easiest step - join our virtual blood bank. You simply need to choose your blood type and share it on WeChat Moments. If your friends join the virtual blood bank through the link you shared, you will earn points. The more points you earn, the higher your rank. Young people love to share and compete, so within only 24 hours of launching the campaign, over 20,000 people joined our virtual blood bank. With this, the blood bank can connect potential donors with the right blood type and encourage them to donate blood.
Key visual
Jeep
Key visual
Fotile
Social
Volkswagen ID.6
Social Idea
Send boss into space
Background & Solution
ID.6 X invited the popular influencer and director - Yi Xiaoxin to participate the launch event preparation. Right before the launch event, the VP of SAIC Volkswagen, Mr. Yu, overturned the original creative proposal. Then during the brainstorming, one assistant jokingly suggested "Why not send the big boss into space?" And thus, the idea of "send the boss into space" was born.
More results from those years
MullenLowe Profero
Apple Support
280Kfollowers in 1 week
Launched Apple Support's social account and grew it to 280K followers in its first week.
McCann Health
Assam Milk Tea
96KUGC in 2 weeks
A viral campaign for Uni-President. I also helped win the competitive beverage pitch that brought the account in.
Havas Group
Peugeot 4008
+13%4008 sales
Follow-up SUV campaign after the 2008 launch.
MullenLowe Profero
Lufthansa · Unilever · Harley
4global brands
Brand storytelling for Lufthansa, Unilever, Dulux and Harley-Davidson as Head of Content.
