I consider myself incredibly fortunate to collaborate with exceptionally talented and inspiring individuals from all corners of the globe on a daily basis. My occupation allows me to traverse the world, visiting places I had never imagined I would set foot in, and encountering experiences that have broadened my horizons and enriched my character.
Throughout my journey, I have had the privilege of partnering with visionary directors, artists, musicians, technologists, and creatives spanning a diverse range of skillsets. Together, we have crafted remarkable works across various mediums. In conjunction with brilliant marketers who have placed their trust in my creative vision, we have orchestrated transformative campaigns for the world's top 50 brands, earning esteemed accolades from prestigious institutions such as the Emmy and Cannes Lions along the way. Additionally, I have seized the opportunity to leverage my expertise for more profound causes, such as combating gun violence, fundraising for children battling cancer confined to their sickbeds, and facilitating the distribution of crucial medical supplies from prosperous nations to those in dire need.
Having resided in four vibrant cities—Singapore, Boston, Los Angeles, and presently New York—I have cultivated a deep appreciation for diverse cultures. The choice to wear a suit to work, if I opt to do so, is solely driven by my personal preference rather than any obligatory dress code.
Considering the wealth of experiences and opportunities that have come my way, if I were to remain indifferent or fail to develop a genuine passion for what I do, I would simply be doing myself a disservice.
EXPERIENCE. -
CURRENTLY FREELANCE, OPEN FOR OPPORTUNITIES.
Previously:
2021 Mar - 2023 Arp, Group Executive Creative Director - R/GA New York
Role: Led R/GA Verizon's account (the largest globally).
Managing and leading our agency's efforts in all things digital, social, and consumer experiences for Verizon. One of the projects which I spearheaded earned both a Clio Sports and Entertainment Award as well as the Webby Award, Immersive & Virtual Best Audience Integration 2023: the Verizon Superbowl 56 Halftime show in LA, featuring Kendrick Lamar, Eminem, Dr. Dre, Snoop Dogg, Mary J. Blige, and 50 Cent.
I also collaborated with Mark Pritchard, Chief Brand Officer of P&G, on another Effie award-winning campaign called "The Name," which celebrated the AAPI community to fight against Asian hate. My role in such innovative and impactful work is an honor.
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2019 Jan - 2020 Jun, Executive Creative Director - CNX, Creative Agency of Condé Nast NY
Role: Build and direct the vision of CNX, including CNX globally.
I led the development of an innovative, creative vision and strategy for CNX, the in-house creative agency of Condé Nast, starting from scratch. By utilizing the unique strengths of different departments, including internal brands like Vogue, Wired, GQ, and Bon Appétit, along with exclusive data, talent, entertainment, experiential, and branded content, we delivered pioneering marketing solutions to various brands, which led to new business opportunities. I also launched the first-ever brand campaign for the New Yorker Magazine.
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- 2016 Sep - 2019 Jan, Global Creative Director at Anomaly NY,
BUDWEISER Global/ USA & NBC Olympics
Role: I was fortunate to work with numerous Anomaly offices and partner agencies globally to oversee and direct Budweiser's creative endeavors, ranging from brand campaigns to digital experiences, social content, and product design. I worked closely with AB InBev clients at the executive level and the global team to effectively launch the new Budweiser brand campaign in six continents. My notable accomplishments include creating Budweiser's first full-length feature film, "King of Beers," and producing the most comprehensive FIFA World Cup campaign in AB InBev's history, which made Budweiser the most talked-about brand in social during the tournament.
Additionally, I made an Emmy-winning NBC Super Bowl campaign featuring US Winter Olympians, and the hashtag "#BestOfUs" became one of the most popular brand tags during Super Bowl 2018.
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- 2016 Jan - Sep, Freelance Creative Director/ Art Director at BBDO NY, Deutsch LA/NY, Droga5 NY, R/GA NY
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- 2014 - 2016, Content Lead at CO: Collective, New York
(YouTube, Goggle, i.AM+), Creative Director of Youtube.
Role: In my role as Creative Director at YouTube, I spearheaded the launch of the company's inaugural national brand campaign, which garnered significant acclaim. My efforts highlighted the exceptional talents of various first YouTubers as “Youtube Creators” and successfully launched campaigns across diverse business divisions, including YouTube Music, YouTube RED, YouTube Kids, YouTube Gaming, and Original series. One of my most notable accomplishments was producing the first-ever YouTube music documentary that candidly portrays the modern musician's challenges, independent of a record label.
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- 2012 - 2014, Creative Director at Deutsch, Los Angeles
(TacoBell, Dr. Pepper Snapple Group, HTC)
Role: I was part of a team that significantly contributed to the successful rebranding of the Dr Pepper line. Our efforts earned us recognition on the Dr Pepper Adage Marketers A-List. I also led the "Ronald McDonald Loves Taco Bell Breakfast" campaign, which helped Taco Bell establish a strong market share in the breakfast category within a year. I also played a key role in setting the tone and ground work at early stages in making Taco Bell a best-in-class social brand even till today.
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- 2009 - 2012, Creative Director at Modernista!, Boston
Role: I was integral to Showtime's Dexter Season 6 success. I led a highly effective trans-media campaign that received numerous awards. Additionally, I organized the (RED) night's concert series with top performers such as Katy Perry, Scarlett Johansson, and Bono to raise funds for the fight against HIV and AIDS in Africa through (RED) products. I also played a crucial role in establishing Tom's Shoes as a One for One corporation. Lastly, I opposed the NRA's policies by creating a live death count billboard for Stop Handgun Violence in America's most prominent advertising space.
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- 2004 - 2009, Senior Creative at Ogilvy Singapore
(Levi's, Motorola, Johnnie Walker, Nokia, IBM)
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Brand Experience:
Budweiser, YouTube Brand, Youtube Music, YouTube Kids, YouTube Gaming, YouTube RED. Will.I.AM, (RED) & (RED) Music, Taco Bell & TacoBell Digital, Dr. Pepper Snapple Group, ShowTime Dexter, TOMS Shoes, Levi’s, HTC, DHL, Motorola, Johnnie Walker, Smirnoff, Baileys, Nokia, IBM
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Social Impact:
Stop Handgun Violence, Doc2Doc, Nickelodeon, The Big Help.
Awards:
Emmy, Cannes, Clio, Art Directors Club, D&AD, One Show, AIGA, Communication Arts, The Webby, and FWA.
Outlets:
Design Taxi Exhibition, IDN Design Magazine, Computer Arts, Territory Magazine, Beautiful Decay Magazine