I consider myself incredibly fortunate to collaborate with talented people from around the world and across disciplines. Over the last two decades, my career has allowed me to build global brand platforms, campaigns, experiences, and design systems alongside visionary creatives, technologists, musicians, filmmakers, strategists, and marketers.
My work has spanned advertising, fashion, entertainment, retail, digital innovation, and culture, helping shape transformative campaigns for some of the world’s most recognized brands. Along the way, the work has been recognized by institutions including the Emmy Awards, Cannes Lions, D&AD, One Show, Clios, and Webbys.
Beyond commercial projects, I have always believed creativity should contribute to culture and community in meaningful ways. Throughout my career, I have supported initiatives focused on combating gun violence, raising awareness for children battling cancer, and helping expand access to medical resources for underserved communities.
Having lived and worked across Singapore, Boston, Los Angeles, and New York, I have developed a deep appreciation for global culture, human connection, and emotionally resonant storytelling.
Today, I serve as Global Creative Director at UGG, leading global creative transformation across brand storytelling, campaigns, retail experiences, digital platforms, and integrated design systems. My work focuses on building culturally relevant and emotionally driven creative ecosystems that connect brand, product, and experience across global markets.
EXPERIENCE. -
Current
Global Creative Director, UGG
Leading global creative transformation across brand storytelling, campaigns, retail design, digital experiences, and seasonal creative platforms. Responsible for shaping the global creative vision across marketing, retail, experiential, and brand systems while partnering with teams across North America, EMEA, APAC, and China.
Overseeing global creative direction across campaigns, retail experiences, design systems, and partnerships while collaborating closely with cross-functional teams, agency partners, architects, filmmakers, designers, strategists, and creators around the world. Recent initiatives include global campaigns, immersive retail concepts, experiential activations, and evolving the brand’s creative ecosystem into a more unified and culturally connected global expression.
2021 Mar – 2023 Apr
Group Executive Creative Director, R/GA New York
Led Verizon, one of the agency’s largest global accounts, overseeing digital innovation, consumer experience, social, and integrated brand storytelling.
Spearheaded the Verizon Super Bowl LVI Halftime Show experience featuring Kendrick Lamar, Dr. Dre, Eminem, Snoop Dogg, Mary J. Blige, and 50 Cent, earning recognition including Clio Sports & Entertainment and Webby Awards for Immersive Audience Integration.
Collaborated with P&G Chief Brand Officer Marc Pritchard on “The Name,” an Effie Award winning campaign addressing anti Asian hate and celebrating the AAPI community.
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2019 Jan – 2020 Jun
Executive Creative Director, CNX at Condé Nast New York
Built and launched the vision for CNX, Condé Nast’s global in-house creative agency.
Led integrated creative initiatives leveraging the power of Vogue, GQ, Wired, Bon Appétit, The New Yorker, and Condé Nast’s global ecosystem across entertainment, experiential, editorial, branded content, and audience strategy.
Launched the first brand campaign for The New Yorker Magazine.
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2016 Sep – 2019 Jan
Global Creative Director, Anomaly New York
Led global creative direction for Budweiser and NBC Olympics across campaigns, digital experiences, social, and innovation.
Directed Budweiser’s global brand platform rollout across six continents, created Budweiser’s first feature length film “King of Beers,” and led the brand’s largest FIFA World Cup campaign, making Budweiser one of the most talked about brands socially during the tournament.
Also led the Emmy winning NBC Olympics Super Bowl campaign “#BestOfUs.”
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2016 Jan – Sep
Freelance Creative Director / Art Director
Worked with agencies including BBDO New York, Deutsch LA/NY, Droga5, and R/GA.
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2014 – 2016
Content Lead / Creative Director, CO: Collective New York
Led creative initiatives for YouTube and Google across multiple business divisions including YouTube Music, YouTube Kids, YouTube Gaming, YouTube RED, and Originals.
Directed YouTube’s first national brand campaign and developed one of the platform’s first music documentaries focused on independent musicians and creator culture.
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2012 – 2014
Creative Director, Deutsch Los Angeles
Led campaigns for Taco Bell, Dr Pepper, HTC, and other national brands.
Key work included the “Ronald McDonald Loves Taco Bell Breakfast” campaign and foundational social strategy work that helped establish Taco Bell as a category leading social brand.
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2009 – 2012
Creative Director, Modernista! Boston
Led integrated campaigns for Showtime’s Dexter, (RED), TOMS Shoes, and social impact organizations.
Created campaigns supporting HIV/AIDS initiatives in Africa through (RED), developed advocacy work against gun violence, and helped establish early storytelling frameworks for TOMS Shoes.
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2004 – 2009
Senior Creative, Ogilvy Singapore
Worked across regional and global campaigns for Levi’s, Motorola, Nokia, IBM, Johnnie Walker, Smirnoff, and other international brands.
Brand Experience
UGG, Verizon, Budweiser, YouTube, YouTube Music, YouTube Kids, YouTube Gaming, YouTube RED, Google, P&G, Taco Bell, Dr Pepper, Showtime, TOMS Shoes, NBC Olympics, Levi’s, HTC, Motorola, Nokia, IBM, Johnnie Walker, Smirnoff, Baileys, DHL, Will.i.am, (RED)
Social Impact
Stop Handgun Violence, Doc2Doc, (RED), Nickelodeon Big Help, children’s cancer fundraising initiatives, medical aid accessibility initiatives
Awards
Emmy Awards, Cannes Lions, Clio Awards, D&AD, One Show, ADC, AIGA, Communication Arts, Webby Awards, FWA
Features / Publications
Design Taxi Exhibition, IDN Design Magazine, Computer Arts, Territory Magazine, Beautiful Decay Magazine