Building creative work grounded on the honest, brutal truth around the world we live in - cultural insight. Click "read more" to discover the insight embedded in all the creativity.
Nike, National Games, Hyperlocal Cultural Strategy Context: For the National Games, Nike needed a hyperlocal campaign to inspire Cantonese athletes. Pan-China language doesn't land in Guangzhou — a generic national message would be ignored. Insight: Cantonese athletes don't talk about hustling — that's northern language. In the south, the highest compliment is putting in your full effort. Winning is what happens when you cook it right. Solution: Partnered with Su Bingtian to bring to life "落足料 点会有料到" — Give it your all, and results will follow. A soup pop-up activation made the insight tangible, embedding Nike inside local culture.
Nike Basketball, Consumer Research Task: Nike is losing its heart of its audience. After years of segmentation studies, they needed an enriched portrait of their Muse. Context: Basketball in China had democratised. A new generation of players was emerging outside the traditional sport school system — kids who chose the game for themselves, finding their own paths through CHBL, streetball, and overseas routes. Nike needed to understand who these players really were in order to speak to them. Assignment Define a new North Star muse for Nike's Greater China basketball communications — one that reflected this shift in the game. Method: Travelled across five cities in China and the US to conduct in-depth interviews with nine players at different levels: CHBL champions, college ballers, and grassroots streetball creators. Solution: A fully articulated muse portrait capturing who these players are, how they think, and what drives them. Seven hero qualities were identified to guide how Nike creates work for and about this generation going forward.
Holafly, China Entry Brand Positioning Context: Holafly is the global leader in travel eSIM — but China, its biggest growth opportunity, is at an inflection point: eSIM only received regulatory approval in late 2025, device compatibility is rapidly expanding, and no brand has claimed the category yet. Assignment: Define Holafly's unique brand proposition for the Chinese market before a category leader emerges. Insight: Unlike Western travelers who treat connectivity as a convenience, Chinese travelers are conditioned by a frictionless digital life at home — WeChat, Alipay, Didi, all in one ecosystem — making the loss of that safety net abroad feel acutely vulnerable. Solution: Holafly becomes Your Anchor Abroad That Makes Adventure Possible — the first eSIM brand in China to compete on emotional trust, not transactional convenience.
Jordan, 25th Anniversary Cultural Research, Campaign Strategy Context: Celebrating Jordan's 25th anniversary in China — but the brand had grown far beyond basketball into fashion, hip hop, dance, and skating, with nothing connecting all of it. A conventional anniversary campaign would feel like self-congratulation. Insight: Jordan didn't follow Chinese youth culture. It helped create the conditions for it. The people who built those scenes carry the same drive that defined Michael Jordan — they just play on different courts. Solution: A documentary series built around the Air Historian — a fictional Jordan encyclopedia played by comedian Tong Monan — connecting Jordan's legacy to Chinese cultural figures across each scene. Deep research and expert interviews gave the campaign the authority to make the claim, not just assert it.
Fender, Telecaster 75th Anniversary Campaign Strategy Assignment: Fender's global 75th anniversary campaign celebrated the Telecaster's legendary icons — but in China, those icons didn't land: younger players were reaching for the Strat or Jazzmaster instead, seeing the Tele as a niche band tool, not a cultural touchstone. Insight: China's Tele players didn't find it through Western guitar heroes — they found it through anime and J-Rock, and what kept them was its purity: a blank canvas simple enough to get out of the way and let their own voice through. Solution: We developed a suite of creative ideas — anchored by a partnership with Cui Jian, the father of Chinese rock — that shifted the story: while the global campaign celebrated what the Tele is, China celebrated what the Tele does.
Nike, More than Warmth Product Strategy Context: Nike needed to launch its winter collection and prove its gear is warm — a territory it doesn't own, and couldn't simply claim. Insight: The challenge wasn't to claim warmth. It was to demonstrate it so absurdly that disbelief became impossible. Solution: An imaginary Warmth Innovation Lab — warmth-obsessed scientists testing Nike gear in an ice-bound world. Made warmth entertaining rather than functional. Awarded at D&AD 2024.
Nike, We CHBL For Home Campaign Strategy Context: Nike's high school basketball league, CHBL, was beloved on campus but invisible to China's wider basketball audience. Our task was to make it matter to people who'd never stepped inside a school gym. Insight: In professional sport, identity follows success. In high school basketball, it comes first — you play as your city before you've proved anything. That's a more primal pride than the CBA can offer. Solution: A campaign built on one idea: your home shapes how you play.
Nike, Have a Hard Year, Chinese New Year Campaign Strategy Context/Task: For Chinese New Year (Year of the Snake), Nike wanted to celebrate Kobe's Mamba Mentality in a culturally meaningful way. Problem: "Kobe" had become a cultural meme — people shouted it before throwing anything, draining the word of its original meaning and turning a tribute into a punchline. Consumer Insight: The power of the Mamba was always about something real: sweat, sacrifice, the refusal to settle. Solution: Reclaimed the meaning by inverting the traditional New Year wish. Instead of wishing people an easy year, Nike called for a hard one. "Have a Hard Year" — a challenge, not a blessing. A call to live with Mamba Mentality every day.
Creative doesn't matter if we aren't talking to the right audience.
But having an idea that makes sense won't matter if it's not interesting. Everything I do is to build and work towards understanding the culture we live in and finding the opportunity the brand can sit in and play a role in.
01 Cultural Insights & Research
02 Brand Strategy & Positioning
03 Creative Strategy & Development
Everything starts with discovering
what's happening in the world
& in the business.
"The Point-of-view"
Finding the opportunity
the brand can play with.
Working with Creative Teams
to bring our ideas to life.
01 Culture
02 Category
03 Brand
Brand Shift & Opportunity
Creative Campaign
Design & Product
Brand Experience
Your local China analyst that digs deep into
culture, category and brand to
identify where the brand can play
Building new brand worlds and opportunities means
working with creatives to develop the vision
in mind in every medium and format possible
I work across the entire creative development process
Behind-the-Scenes.
Not everything gets published.
I've talked, interviewed, digged into the lives of....
Mega Athletes
Athletic Kids
Ballers
Runners
Fashion Journalists
Fashion Uncs
Street Brand Founders
Stylists
Artists
Style Influencers
Gamer
Too many AI slop in this world.
Too many "hot takes".
We consume too much,
listen too little.
Let's work together to create something
that actually touches the world.
Driven by Curiosity & Imagination
Grew up wanting to be an artist, educated to be an anthropologist, trained in a creative agency. I use the best
of all three worlds to help brands find a meaningful role in culture. I lead with my curiosity for people and culture and leverage both my analytical and creative brain to imagine a different future for the brand.
Trusted by Agencies & Brands
Globally.
Nike. (Wieden&Kennedy, Shanghai, Tilde, LXU, Mythology, NYC).
Tiffany. (Wieden&Kennedy, Shanghai).
McDonald's. (Wieden&Kennedy, Shanghai).
Apple.(Protein, UK).
Underarmour. (Colenso BBDO, Monks, Shanghai).
Holafly. (Qumin, UK).
P&G. (Space Doctors, UK).
Coty (Space Doctors, UK).
Danone. (Huxly, Singapore)
REM. (Anomaly, Shanghai).
Fender. (Blacktoes, Shanghai).
Champion. (Ugly, Shanghai).
Laizhou Distillery. (BRC, LA).
& More.
Experienced in Multiple
Categories.
Sportswear & Lifestyle.
Beauty & Skincare.
Alcohol & Spirits.
Luxury.
Tech.
Nutrition & Wellness.