I'd rather be wrong than not try at all


The Kobe-mojis

How do you immortalize Kobe Bryant in China, on his retirement day?

Beyond the transient social tributes, the grandiose one-off farewell films…

Why not make him part of Chinese basketball fans social conversations, forever?

With his passing, this project suddenly meant so much more to me.

RIP Kobe and Gigi.

The Samsonite Electric Translator

Sometimes it is the smallest things that delight the consumers and tell a brand story.

In line with Samsonite’s Step Out platform, we created a “Electric Translator” packaging for Samsonite’s Travel Adaptors to ease our consumer’s anxiety of the unknown as they go out to explore the world.

electric trans

Delivering a Rainbow

This is a long term CSR platform we developed with Asian Tigers, one of the largest moving companies in Asia. We developed a charity program where they collected items their clients no longer needed, and delivered them to children in welfare homes in a truly inspirational way.

There’s nothing like delivering happiness.






Starbucks CNY Calendar


This was a 30-day social campaign for Starbucks which not only gained lots of emotional engagement from our consumers, but also worked extremely well driving them from online to offline.




Taking Huawei Global

In the past year, I helped orchestrate a team of over a 100 people (and counting) to take Huawei global.

The aim is to transform their business digitally with a consumer first approach and take on the likes of Apple and Samsung.

We launched their phones globally, via digital first marketing and retail experiences.

We built their e-comm platforms and also created experiences at their B2B events.

More importantly, they would share with us their latest mobile innovations and we would think of how consumers would actually use them and make these innovations relevant to their daily lives.

We lead from China, roping in the likes of our LA, London, Paris, Delhi and Hong Kong offices to make it happen.

During this tenure, Huawei Mobile sales overtook Apple for the first time ever.

Huawei is currently the fastest growing business for Publicis Groupe in China.

Here;s a sample of the work so far:

Dove Mother’s Day Real Beauty Experience

Dove’s Real Beauty has always been about celebrating an individual’s beauty.

In China, people are more collectivistic, making Real Beauty less impactful.

So on Mother’s Day we changed all that with the launch of this web film, channelling Real Beauty through real mums and daughters.

We set up photo shoot events for daughters to invite mums to, and secretly filmed their reactions:

The film had a whopping 47 million views, driving tons of social conversations, attendance to mother-daughter photo shoot events and ecommerce sales.








dENiZEN Jeans from Levi’s – We Are Explorers

dENiZEN Jeans by Levi’s was a brand we ran globally out of Hong Kong targeting the key markets of China, India, Mexico, Korea and Singapore.

This season, we casted amongst our fans and sent them across the globe to look for inspiration for future dENiZEN jeans.

These explorers went to faraway places like India, Mexico and China in a “live” social campaign where you could follow and interact with these explorers and win the jeans designs they created along the way.

Here’s a campaign overview:


And here’s one of the denim creation videos in India:








Levi’s dENiZEN Jeans Global Launch




Denizen Jeans from Levi’s was launching globally, targeting developing markets.

We wanted to have a positive effect on the youths of today by fitting them out in great fitting jeans wear.

So they can look sharp, feel confident and go start something with their lives.

We inspired people with an interactive manifesto film, full of mini games. To show how easy it is to start something.

And we led by example, starting amazing projects with various groups as an inspiration to everyone.

We also gave them a stage to start something in the form of a community website.

So what are you going to start?

Burberry’s #SeeNowBuyNow

Burberry unveils its first ever “See Now, Buy Now” September show at London Fashion Week, heralding a new era for the industry in which fans can see both men and women designs in a show, and get their hands on items immediately after they are presented on the runway.

burberry 2

We brought the concept to China with a complete consumer journey, from a digital campaign, live broadcast to a e-comm platform.


BB journey

This was later adopted by Tmall into their fashion week, spearheaded by Burberry.



Startup Mentorships, The SXSW Advisory Board and a Japanese Restaurant too.

Congratulations, you found the Easter Egg!

I believe creativity knows no bounds, that’s why outside of my daily work, I find ways to realize the potential of creativity in our lives. Here are some of them:

1) Mentor for Innovation Startups

Square Ark, A Social E-Commerce Platform

square ark



Imperfection London, an up-and-coming street fashion brand




AI Cart, a smart retail shopping cart

AI Kart



2) Innovation Guest Lecturer at UTSEUS (Sino-European School of Technology):





3) SXSW Startups Advisory Board Member





4) Japanese Restaurant Owner (It’s really good, come try it)

wuxiang 01

wuxiang 03

Address: WuXiang @ East Nanjing Road no. 139, 2F, Shanghai, China.


5) And so much more in the pipeline, stay tuned.