Creative Director
Turned Product
Designer.

10 years at Ogilvy, Publicis, BBDO, ByteDance. Now at SVA New York,
bringing brand strategy and AI fluency to interaction design.

Scroll
JOYCUBE by BMW — modular retail experience space at Universal Beijing Resort 01
BMW

Reimagine BMW
as a Playground

Created China's first theme park immersive brand experience space — from naming and spatial positioning to the interactive BLIND BOX concept. 16M annual visitors.

Creative Director Interone / BBDO 2019
View Case Study
Huawei HarmonyOS Intelligent Cockpit — multimodal AI in-vehicle experience 02
Huawei Intelligent Automotive

The Car
That Knows You

Concept direction for HarmonyOS intelligent cockpit and DTOF parking — where AI meets every seat, every voice, every obstacle.

Creative Director Concept & UX Storytelling 2025
View Case Study
AUDI E5 Sportback on Panlong Ancient Road serpentine switchbacks 03
Audi

Two Stories No One
Knew How to Tell

An integrated campaign that turned an ancient road into Audi's electric story — 10,153 launch orders in 30 minutes.

Freelance Creative Strategist Ogilvy China 2025
View Case Study
Acura NSX supercar in red — China brand repositioning campaign 04
Acura / Honda

Making a Luxury Brand
Feel Like Home

Repositioned Acura from a niche Japanese import into approachable luxury — +53% awareness, +76% brand affinity in one year.

Creative Director Dentsu ONE 2015–2016
View Case Study
Alipay A Word Worth Gold — grand calligraphy hall with hanging scrolls 05
Alipay

Every Emotion Hides
in a Chinese Character

A digital red envelope that turned a payment app into a poetry platform — 100M+ users in 5 days.

Creative Director HAOMAI Beijing 2018
View Case Study
Nestlé SuperNan3 brand film still — mother and baby intimacy 06
Nestlé

Do You Feel
What I Feel

A brand campaign that made Chinese mothers feel infant sensitivity — lifting market share from #9 to #7.

Creative Director Publicis Groupe 2019
View Case Study
MFA Interaction Design — New York, 2025–2027

Where creative direction meets physical computing, AI, and human-centered design.

Drink Like David — 3D-printed smart coaster
Smart Objects

Drink Like David

A 6-inch Michelangelo's David sits on your desk, glows like a nightclub, and bosses you into drinking water. He's your new productivity coach. Renaissance accountability partner. Zero screens, strong opinions.
Dusty & Co — service design for a pottery studio
Service Design

Dusty & Co

Service design for a Manhattan pottery studio — stakeholder interviews, co-design workshops, journey mapping, and a phased implementation roadmap.
One Ripple — exercise and aging UX case study
Framing User Experience

One Ripple

How exercise reshapes the aging body and the lives around it. A UX case study that reframes physical decline as a design problem.

Explorations

Where I'm heading next — research and experiments at the intersection of AI, automotive, and interaction design.

Research Direction

AI-Powered Automotive HMI

Exploring how AI voice assistants, predictive personalization, and multimodal interaction will reshape the in-car experience — from conversational cockpits to context-aware interfaces.

Ongoing
Coming Soon

Connected Vehicle UX

Designing seamless experiences across touchscreen, voice, gesture, and mobile — for the software-defined vehicle era where every surface is an interface.

In progress

From Campaigns
to Products.

A decade directing campaigns for BMW, Audi, Nestlé, and Alipay across Ogilvy, Publicis, BBDO, and ByteDance. Now pursuing an MFA in Interaction Design at SVA — applying consumer insight, creative direction, and AI tools to design products that solve real human needs.

Dentsu BBDO Ogilvy Publicis McCann Health ByteDance