I was born and raised up in Hong Kong. I have always been adventurous and ambitious in my career. Because of having a movie dream, I began my career as a Screenplay Writer at Golden Harvest Movie Ltd. Then I realised there was another interesting form of storytelling – advertising. Until now, I have a breadth of experience since working for different type and culture of agencies. 

PERSONAL INFORMATION: 

Sex: Male
Marriage Status: Married
Nationality: Chinese
Place of Birth: Hong Kong
Education: University Graduate
Majors: Communication Studies - Film and Content Production 

MY STRENGTH： 

BIG BRAND BUILDER - experienced in designing and delivering big, global brand equity and strategies that make brands stand out from this ever-changing market environment. 

CONTENT CHEF - my big interest in developing contents that is fresh and original enough to make brand culturally relevant so as to turn brand users to brand lovers. 

GAME LEADER - a back-boned team leader who always lead teammates by strong self belief and self examples. A leader who has instinct to lead team to fulfil thoughtful creation, curation and delivery of precise content in specific platforms with right efforts. 

TOUGH PLAYER - a trusted player who lead the team to go through end-to-end communication process and enable cohesively delivery of materials. 

PROVEN RECORDS: 

NIKE
Nike Asia Game - Helped Nike to create original brand assets that truly resonated to China teenagers by all-rounded communications. 

Nike Greatness - Helped Nike Global to drive a “24 hours real time” social cam- paign to create unprecedented social buzz that is culturally relevant to china teenagers during Olympics. 

NEW BALANCE 

The Shape of my Color - Revamped New Balance brand equity from an old fash- ioned brand image to a modern and inspiring brand icon among china teenagers. 

COCA COLA 

Chok Chok Chok - Successfully turned Coca Cola brand to a next level by tapping into mobile app trend, generating buzz and brand equities that resonated to teenagers in Hong Kong. 

DIANPING.COM 

APPMIXER - Successfully helped dianping.com to build a young image by launching an APPMIXER idea to generate curiosity of the brand for teenagers in a very short period of time and tight budget. 

MY WORKING JOURNEY: 

Group Creative Director

Company: 180.ai Beijing

Period: Nov 2022 – April 2024

Region: Beijing

Key Clients: JingDong

Group Creative Director

Company: W Shanghai

Period: Feb 2021 – Nov 2022

Region: Shanghai 

Key Clients: Fashion and Sports Brands, Internet clients, Automobile, Leading 12 people including planning, copywriting, art, account people. 

Executive Creative Director 

Company: 180 Shenzhen
Period: Mar 2019 – Sept 2020
Year: 1 year and a half
Region: Shenzhen
Key Clients: Building planning and creative team from scratch. 

Leading 14 people including planning, copywriting, art, account people. 

Creative Director 

Company: W Shanghai
Period: Jan 2017 – Mar 2019
Year: 2 year
Region: Shanghai
Key Clients: Nike，New Balance, dianping.com, Timberland 

Leading 20 people including planning, copywriting, illustrator, digital 

Regional Creative Director 

Company: Redfuse Hong Kong

Period: Sep 2015 - Jan 2017 

Year: 2 years
Region: Hong Kong
Client: Colgate & Palmolive
Leading 9 people including planning, copywriting, 3D, digital 

Executive Creative Director 

Company: Y&R Beijing
Period: Aug 2014 - Sep 2015
Year: 1 year 2 months
Region: China, Beijing
Clients: QiaoDan Sports, X-step Sports, Dell, China Telecom
Build the whole creative department from scratch and lead a creative team of 14 people (planning, copywriting, arts & 3D, digital, social) 

Group Creative Director 

Company: BBDO Beijing
Period: Jun 2012 - Aug 2014
Year: 2 years 2 months
Region: China, Beijing
Client: Mengniu, Mars Food
Leading 12 people's creative team (copy, arts and digital) 

Group Creative Director 

Company: McCann & Spencer

Period: May 2011 – Jun 2012 Year: 1 year 3 months
Region: Hong Kong 

Client: Coca Cola
Leading 7-people’s creative team (copywriting, art, digital) 

Creative Group Head 

Company: Wieden & Kennedy Shanghai

Period: May 2007 - May 2011
Year: 4 years and 1 month
Region: China, Shanghai 

Client Served: Nike, Cnoverse, Coca-Cola, IShare 

Writer 

Company: Hong Kong Ogilvy / J. Walter Thompson / Leo Burnett

Period: September 2003 - August 2007
Year: 4 years
Region: Hong Kong 

Screenplay Writer 

Company: Golden Harvest Film Company

Period: March 1998 - Sept 2000
Year: 2 years and 3 months
Region: Hong Kong 

Major Works:
Storm on the Streets