Portfolio 2010–2023

Alibaba DingTalk – International Women’s Day Campaign.
“Stand Out, Stay True.”

CLIENT
DingTalk, Alibaba’s enterprise communication platform, wanted to celebrate International Women’s Day by highlighting real stories of women who lead and inspire in the workplace.

ASSIGNMENT
I was responsible for developing the campaign’s big idea and creating the digital paintings that formed its visual identity. The goal was to show women in leadership as authentic, courageous, and unapologetically themselves.

SOLUTION & PROCESS
Drawing inspiration from interviews with female entrepreneurs and team leaders, I created a series of digital portraits that blended strength with sensitivity. Each illustration captured a woman standing out in a male-dominated industry while staying true to her values and voice.
The artwork became the visual anchor for DingTalk’s “Stand Out, Stay True” campaign, featured across short films, social media, and internal communications.

OUTCOME
The campaign gained strong visibility across Alibaba’s ecosystem, resonating deeply with female employees and online audiences. It helped redefine DingTalk’s tone — from purely functional to genuinely human and emotionally engaging.

Johnson & Johnson – Rogaine China Launch Campaign.
“Minoxidil. Proven Power to Regrow.”

CLIENT
Johnson & Johnson’s Rogaine was preparing to enter mainland China, but faced a major challenge — its Chinese brand name had already been registered by another team. To build market trust and awareness from scratch, we repositioned the launch around the product’s active ingredient, Minoxidil, emphasising its scientific credibility and proven results.

ASSIGNMENT
As Creative Director, I led the pitch-winning concept, managing collaboration across creative, strategy, media, client, and medical teams. My responsibility was to develop the big idea — “Minoxidil. Proven Power to Regrow.” — and to oversee the brand’s visual identity and launch event film.

SOLUTION & PROCESS
We transformed a complex pharmaceutical ingredient into a relatable consumer story through the “8-Week Hair Regrowth Challenge”, featuring real participants documenting visible results.
I directed the campaign’s creative execution, ensuring scientific accuracy was balanced with emotional storytelling. From key visuals to event staging and video production, every element communicated expertise, trust, and confidence in the brand’s formula.

OUTCOME
The campaign successfully introduced Rogaine to the Chinese market as a credible, science-led brand. The 8-week challenge generated strong engagement, media visibility, and positive client feedback, establishing Minoxidil as a household term associated with professional hair regrowth.

Bloomage Biotechnology – BIOHYALUX 2019 Double Eleven Campaign

CLIENT
Bloomage Biotechnology’s premium skincare brand BIOHYALUX wanted to enhance its digital presence and sales performance during China’s Double Eleven shopping festival, while strengthening its image as a science-driven, fashion-forward brand for younger consumers.

ASSIGNMENT
I was responsible for the mobile campaign page design on Douyin (TikTok China) and the creation of a limited-edition gift package — the “Bullet Bag”, from concept design to factory production coordination.

SOLUTION & PROCESS
I designed an engaging mobile interface optimised for Douyin’s fast-scrolling audience, blending skincare science with a sleek, fashion-inspired visual style.
For the “Bullet Bag” gift set, I developed the packaging design and liaised directly with suppliers to ensure high-quality materials, finish, and production accuracy — turning a simple promotion into a collectible item that extended the brand’s premium identity.

OUTCOME
The event brings strong interaction on the Douyin channel; Bullet Bag became a social highlight, helping brands connect with younger users. Metrics recorded: Total UV 7,213; Conversion rate 0.24%; Total exposure 1.5M+.

Keywords: E-commerce Campaign, Mobile UXUI, Packaging Design, Influencer Platform.

AstraZeneca – Pulmicort 2020–21 Brand Campaign & Content Marketing

CLIENT
AstraZeneca wanted to help parents better understand Pulmicort, an asthma treatment for children. The goal was to explain how the medicine works in a simple, friendly and engaging way, rather than through technical medical terms.

ASSIGNMENT
I came up with the main creative idea and visual concept for the campaign.
My work included designing three friendly dinosaur characters to represent the treatment process, leading the art direction, and producing the brand video, picture book, murals and short animations used in hospitals and online.

SOLUTION & PROCESS
We turned a complex medical explanation into a warm, easy-to-follow story told through three small dinosaurs. Each character helped parents and children understand how Pulmicort works, using storytelling, colour and humour instead of medical jargon.
I worked closely with the medical and marketing teams to make sure every visual was accurate yet comforting.

OUTCOME
The campaign helped AstraZeneca communicate more clearly with families, making a serious health topic feel positive and approachable. The dinosaur characters became so well received that they continued to be used in later Pulmicort educational projects.

Pfizer – Xalkori Marketing Campaign for ROS1 Indication

CLIENT
Pfizer wanted to increase awareness and understanding of Xalkori, a treatment for lung cancer patients with the ROS1 gene mutation. The aim was to communicate the science clearly to both healthcare professionals and internal teams through creative storytelling and engaging visual design.

ASSIGNMENT
I was responsible for the main brand visual, brand story, and creative concept for both internal and external campaign proposals. After our team won the pitch, I led the design and production of an interactive mini-game for mobile users and the visual execution for offline events.

SOLUTION & PROCESS
We built the campaign around a clear visual identity that combined science and empathy.
The mobile mini-game helped doctors and patients better understand the ROS1 indication through simple interactions, while the offline event visuals created a cohesive, motivating brand experience.
I worked closely with Pfizer’s medical and marketing teams to ensure the tone was both professional and approachable.

OUTCOME
The campaign strengthened Pfizer’s internal communication and improved engagement among healthcare professionals. The interactive game became a highlight of the launch, showing how digital tools can make complex medical topics easier to understand and connect with.

Viatris – Ouqin Artificial Tears Marketing Campaign

CLIENT
Viatris aimed to refresh the brand image of Ouqin, its artificial tears product, ahead of a major online launch on JD.com. The goal was to communicate the product’s benefits clearly while creating a stronger emotional and visual connection with consumers.

ASSIGNMENT
I was tasked with developing the creative concept and visual direction during the pitch stage. My objective was to translate Ouqin’s medical strengths into a compelling big idea and visual narrative that could guide subsequent campaign execution and e-commerce communication.

SOLUTION & PROCESS
The key differentiator I highlighted was Ouqin’s 0.3% artificial tears formulation, setting it apart from competitors.
I transformed this unique feature into a visual and emotional communication point, making it both memorable and instantly recognizable.
The concept positioned Ouqin not just as a medical product but as a source of everyday comfort and care.
Through clean, light visuals and soothing colour tones, the concept boards emphasized hydration, protection, and gentle relief for tired eyes, balancing scientific credibility with a calm, approachable aesthetic.

OUTCOME
Our creative proposal won the pitch, establishing the visual and emotional framework for Ouqin’s marketing activities and online launch. The client praised the concept for effectively translating a technical product advantage into an engaging, lifestyle-oriented visual language.

Pfizer – Cejemly ® Launch Event Campaign

CLIENT
Pfizer planned the launch of Cejemly in China, aiming to establish a strong brand presence from the very first event. The goal was to communicate the drug’s medical value while creating a visually compelling and emotionally resonant launch experience.

ASSIGNMENT
As Senior Creative Director, I led the development of the overall launch theme, brand image, and key visual (KV) design. I was also responsible for conceptualising the offline event experience and ensuring the creative direction aligned with Pfizer’s scientific and communication goals.

SOLUTION & PROCESS
I transformed complex medical concepts — including how the disease develops and how Cejemly works in the body — into clear, engaging visual storytelling.
This included:

OUTCOME
Our proposal won the pitch and defined the creative foundation for Cejemly’s launch event. The final execution was praised for successfully balancing medical precision with emotional storytelling, establishing a powerful and credible brand image for Pfizer.

BEKIND – Double 11 Social Campaign

CLIENT
BEKIND, a snack brand under Mars, aimed to boost brand visibility and online engagement during China’s Double 11 shopping festival. The campaign focused on promoting its nut bar range through e-commerce and social media platforms.

ASSIGNMENT
As a Content Designer, I was responsible for the visual design of BEKIND’s Taobao campaign page and the creative content for the brand’s official Xiaohongshu (RED) platform. My work involved transforming the brand’s “kindness and natural goodness” values into engaging digital visuals and lifestyle-driven storytelling.

SOLUTION & PROCESS
I created a cohesive visual direction that connected product appeal with everyday lifestyle scenarios.
Key tasks included:

OUTCOME
Campaigns to increase online visibility and engage with users; Metrics recorded: Engagement 280k, Brand Exposure 10M (1000W), Topic Views 340k, Sales 20k.

Keywords: E-commerce Creative, Social Content, Photography Direction, Campaign Performance.

NBA KIDS – 2021–2023 Annual New Collection Ads

CLIENT
NBA KIDS aimed to strengthen its brand identity and seasonal appeal through annual campaign videos promoting its new collections from 2021 to 2023. Each season sought to combine the NBA’s energetic spirit with contemporary children’s fashion trends.

ASSIGNMENT
As Co-Director (responsible for on-set execution) and Art Director, I was in charge of transforming the creative concept into visual reality. My role covered video art direction, set design, and overall visual control to ensure each season’s campaign stayed aligned with the NBA brand style while leading new trends in children’s fashion.

SOLUTION & PROCESS
I developed a playful yet stylish visual tone that merged the NBA’s sporty DNA with youthful lifestyle imagery.
Key tasks included:

OUTCOME
The campaigns elevated NBA KIDS’ brand presence across online and retail platforms. The videos generated strong social buzz and sales momentum, and were recognised by the client for their visual creativity and trend-setting influence.

Kikkoman – New Product Video Ad Collection at Sam’s Club China (2023)

CLIENT
Kikkoman collaborated with Sam’s Club China to promote its new product line through a series of short video ads. The goal was to highlight the brand’s versatility in everyday cooking and inspire consumers with authentic, appetising food stories.

ASSIGNMENT
As Co-Director (Execution Director), Art Director, and Culinary Developer, I was responsible for translating the product’s key selling points into visually appealing and emotionally engaging food scenes. My role covered the creative direction, visual aesthetics, and the development of recipe concepts tailored to young Chinese consumers.

SOLUTION & PROCESS
I combined food styling, visual storytelling, and market insight to create videos that were both promotional and practical.
Key steps included:

OUTCOME
The campaign successfully elevated Kikkoman’s visibility among young Chinese consumers. The videos effectively linked product usage with relatable cooking moments, generating strong engagement on Sam’s Club’s digital platform and reinforcing Kikkoman’s image as a trusted, everyday cooking companion.