(Campaign & Creative Strategy)
Apple, AI & Technology
11-on-1 Interviews* TBD
(Cultural Insights & Qual. Research)
*Due to NDAs, not every piece of work can be showcased.
Champion, Year of the Lamb Collection, Patch Design Strategy (in production) Assignment: Champion needed design directions for their CNY27 Year of the Lamb collection — one that would elevate the brand from trendy-accessible toward something more sophisticated and refined, appealing to a more mature, quality-conscious consumer who was done chasing trends. Insight: The Year of the Sheep offered the perfect frame — not meekness, but composure: the sheep observes, adapts, moves with the moment without losing its footing, and never mistakes noise for progress. Solution: We designed a patch and visual system rooted in the sheep's deeper symbolism — composure, groundedness, quiet resilience — shifting Champion's design language from zodiac decoration to genuine cultural weight.
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, 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.
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.
Underarmour, APAC Brand Strategy Context: In China, every sports brand has traded sport for lifestyle and status, leaving Under Armour respected but not relatable. Insight: The future of sport here belongs to the Dark Horse — young people who chase growth, not status, and find joy in the commitment, not the win. Solution: Reposition Under Armour as the coach they don't have — More Under, Less Armour — under one feeling: "I can't promise a win, but I can promise I'm ready."
Nike, Zheng Qinwen, Athlete Positioning Assignment: Nike needed to define Zheng Qinwen's athlete positioning — an internal north star that shapes how the brand shows up with her across all campaigns, communications, and creative work, moving beyond her on-court achievements to establish her as the face of Nike Women and a generational icon for tennis, China, and women everywhere. Insight: Qinwen's power isn't her titles — it's the tension in her character: a cutthroat competitor on court who refuses to make friends because she can't bear to beat people she loves, and a warm, unguarded, earnest person the moment the match ends. That contradiction is exactly what Chinese women don't have permission to be. Solution: We developed the strategic positioning that would define how Nike tells Qinwen's story — grounding every brief, campaign, and creative decision in a single, sharp articulation of who she is and what she means.
Danone, Semiotics Assignment: Danone identified functional RTD tea as a significant growth opportunity in China — a category rich in cultural heritage and fast-evolving health codes — and needed to build an innovation pipeline from scratch. Insight: Tea in China is too culturally complex to research conventionally: its meaning is shaped by centuries of heritage colliding with modern wellness trends, and the most interesting innovation opportunities live in the emergent codes — the ones not yet owned by any brand. Solution: A semiotic deep-dive across 20+ products in tea and adjacent health categories — decoding dominant and emergent codes to identify white space in functional benefits and packaging, and stretching those codes into innovation platforms for Danone's pipeline.
Nike, Sportswear Ethnography, 1on1 Interviews Assignment. Nike Sportswear needed a sharp, evocative portrait of its GC muse — the underground kids defining youth culture and style in China — to inform how the brand reconnects with them. Insight: These muses have moved past wanting to stand out — style is now about embodiment, a way to live out values forged through niche sport. They still respect Nike, but miss old Nike: the ISPA-era rule-breaking, the quirky design details, the sense that someone cared deeply about every choice. Solution. Through qualitative interviews with 10 muses aged 17-25 across breakdance, fixed gear, skateboarding, rugby, cricket, basketball, and running — plus four industry experts — we built a muse portrait around four brand standards: intentionality & craft, creative difference, rebellious attitude, and authentic connection, each translated into concrete implications across product, design, collaborations, and community to guide how NSW goes underground.
Nike, Kids, Ethnography, 1on1 Interviews Assignment: Nike needed a northstar portrait of its GC kids muse — Gen Alpha athletes aged 9-14 — mapping their love of sport, their heroes, their dreams, and the obstacles standing in the way, to guide how Nike inspires more kids to do and stay in sport. Insight: Two worlds, both drawn to sport but for different reasons: parents see it as an antidote to academic pressure and a safeguard for childhood; kids just love it because winning feels incredible. These kids — arrogant, fearless, stubbornly competitive — don't need a bigger reason than that. But as the high school entrance exams loom, sport starts to feel like a gamble parents aren't sure they can afford. Solution: Through qualitative interviews with 10 sport muses aged 9-14 across running, basketball, and lifestyle categories in Beijing, Shanghai, and Guangzhou — plus their parents — we built a double portrait that mapped the gap between their worlds and identified what Nike needs to give each of them to keep the kids playing.
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.
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.
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.
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.
Tiffany, Come Closer, Brand Strategy Context: For 520, the task was to reposition Tiffany for modern Chinese women. In China, the brand had been reduced to a teenage fantasy — princess romance that alienated Chinese modern women. Insight Modern love in China is drowning in pressure — grand gestures, perfect moments, outcomes that have to mean something. But what people actually want is simpler than that. Just to be close to someone. Solution: In collaboration with Zhong Chuxi and Gong Jun, created a film that deliberately subverted fairytale romance. Two people, real tension, no guaranteed ending. Tiffany love redefined as confident, equal, and contemporary.
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, Olympics Media Stunt Strategy Assignment: For Nike's Paris Olympics campaign — a global push that reframed "Just Do It" by asking Why Do It? — we needed to bring the anthem to life in China with disruptive OOH across the country's biggest cities, starring its Olympic athlete roster. Insight: Static OOH only earns attention if it earns its environment — the real creative opportunity wasn't the surface, it was what surrounded it: the architecture, the geography, the city itself. Solution: A giant Nike tennis ball installed into Shanghai's West Bund, with a building-sized Zheng Qinwen mid-swing on the opposite bank — so from the right spot, she's serving it straight at you, turning the river into the court and the city into the campaign.
Nike, Brand Muse Ethnography, 1on1 Interviews Assignment: Nike needed a northstar portrait of its GC muse — young sport lovers aged 18-21 — to understand how to inspire more young people in China to do and stay in sport, at a moment when Nike itself was hitting reset. Insight: This generation grew up believing the world was their oyster, but came of age into economic slowdown, a broken pathway from campus sport to pro, and a culture moving so fast they feel numb — like NPCs just keeping the world running. Sport is the antidote: the one place where their drive to win makes them feel like the main character. Solution. Through qualitative interviews with 8 muses aged 18-21 across running, basketball, fitness, and sportswear, we built a muse portrait around the idea that sport makes them feel alive, with three missions for Nike: serve the muses who want to leave a mark with sport, grow light athletes into muses, and make every 17-year-old feel the power of sport for the first time.
