Art direction with a
Systems Brain.
15 years across advertising, digital, and AI.
Architecting the fluidity between code, craft, and commercial growth.
Hong Kong → APAC → Global.
Generative tools are fast. Intentionality is slower. That gap is where I work.
Most creative directors start with the canvas. I start with the system — a Computer Science degree wired me to think in architectures; brand work is the same discipline, applied to harder problems.
Brand isn't decoration. It's infrastructure — built to outlive the launch deck.
I work at the intersection of brand, creative direction, and technology — directing the work and building the systems behind it, at team scale day-to-day, solo when I'm prototyping something new.
The Operating Model
Three principles. Every project. Every decision.
Code
The system underneath. Logic, architecture, and scalability — the invisible foundations the audience never sees but feels through performance.
Craft
The surface that earns trust. Typography, motion, restraint — the choices that separate competent work from work people remember.
Commercial
The reason any of it matters. Work that moves brands, audiences, and numbers — at the scale the brief actually requires.
Featured Works
Creative campaigns for global brands — Nike, adidas, and fashion labels across Greater China — alongside fashion shoot direction and e-commerce: building and maintaining brand platforms on SFCC, designed in Figma, extended into WeChat's commerce ecosystem.
R&D and AI-native experiments live alongside the campaign work here, not instead of it. Brand governance is the discipline that took fifteen years to build; generative AI is the newest tool applied to it.
Strategic Outcomes
Five disciplines. Every engagement. Every outcome.
Beyond Prompts, Beyond Limits
I don’t prompt-engineer. I build the frameworks that make the tool irrelevant. From custom diffusion models to agentic workflows, I engineer creative velocity without sacrificing brand intentionality.
Current focus: custom diffusion models, agentic workflows, and production pipelines that hold brand logic at scale.
AI Production Pipeline
Five steps. Every project. Every asset.
The right brief
finds the
right person
Open to senior roles, advisory, and select projects.
Available. Selective. Currently 📍 based in Hong Kong.