MAKING CONSUMER EXPERIENCES FEEL LIKE MAGIC

About Ray

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What difference does it make?

That’s the question I always put forth as we develop the work.

Because, Creativity needs a WHY,

Technology needs a WHY,

And this WHY should always start with being human.

This way we can help businesses manifest their brands in surprising and experiential ways.

We will use creativity and technology to solve human-shaped problems.

These solutions should also become sustainable, useful, long-term platforms,

So that brands aren’t just wasting money on short-term campaigns or legacy tech upgrades.

And we end up building something of true value to businesses serving their consumers.

I believe this is how businesses will thrive in the future:
By making consumer experiences feel like magic.
2017 – present
Publicis.Sapient
Chief Creative & Creative Transformation Lead
Can creativity transform businesses and not just be a function of marketing?
Absolutely.
Through Sapientrazorfish and Digitas, we help businesses develop new products, services, platforms while modernizing their marketing with Creativity powered by data and experience thinking.
Ultimately, we help them make bigger positive impact on the consumers they serve.
Giving actual meaning to their brand purpose.
And it has been pretty satisfying for all parties involved.
2015 – 2017
Publicis.Sapient
Chief Creative Officer

We believe in combining the power of Storytelling and Technology. And we’ve been lucky to find like-minded clients who believe in this potent cocktail. We’ve won 10 of our last 13 pitches in our first year, including the likes of Hennessy, British Airways, China Airlines, Riot Games and 5 brands from Unilever.

We won a Great Place to Work Award, and was featured as one of Campaign Asia’s Best New Business Teams while winning a bunch of Effies and creative awards along the way.

I am honored to work closely with a team of highly passionate people from all disciplines such as Content, Social, Platforms, Data, CRM and Business Consulting bringing a very diverse set of creative solutions for our clients in this part of the world.

In 2016, we grew strength to strength and I am now leading a creative department of 60 people with the merger of SapientNitro, Razorfish and Digitas LBi under Publicis.Sapient.

I am also helping a global audience understand China’s digital and creative landscape, having spoken at Cannes and Spikes Asia, and soon, SXSW in 2017, while contributing to Campaign US and Campaign Asia.

I am also honored to be named as one of Campaign Asia’s 40 Under 40 this year, and I am motivated than ever to show the way forward for clients and our industry, going forward.

2013 – 2015
Wieden + Kennedy Shanghai
Creative Director

W+K is the utopia for any creative to work in. A fiercely independent creative shop that always puts great work first.

I was pushing the innovation and digital agenda at W+K, experimenting with more non-traditional ways of telling brand stories. I am applying my learnings, having done a stint at the W+K Portland office, in an experimental department called The Lodge.

I was leading the digital and integrated work for Momo, Jeep Global, Beats By Dre among others.

Momo is a location based social connection app in China, with 90 million users when we first took over. We’ve now grown it to over 160 million users and counting. My job goes beyond advertising and includes collaborating with Momo to develop new functions, and promoting these functions to consumers.

For Beats By Dre, we pioneered new social platforms to engage the consumers beyond Wechat and Weibo, for example, developing long term music platform partnerships between Beats and local partners like Xiami. We also collaborated on the product design front with Beats, creating China customs to capture the imagination of China’s youths. I’ve also worked on brands such as Jeep Global and 2KSports, and worked in the Portland and New York  offices along the way.

2008 – 2013
JWT Shanghai
Digital Creative Director

I was taking care of the digital and integrated advertising efforts of Starbucks, Levi’s, Air New Zealand and Ford among others, leading a team of 13 people.

For Starbucks, I helped grow the Weibo fanbase from 250,000 to 750,000, with healthy and authentic engagement figures. We also launched the Starbucks Wechat platform successfully with over 270,000 fans overnight.We created interesting experiences that tells its brand story in surprising and different ways.

For Levi’s Denizen brand we created global campaigns that ran in India, Mexico, China, Korea and Singapore.  This involved creating beyond traditional digital content, and included going on a collaborative journey with fans on social media, using local cultures to help shape Denizen’s future jeans designs. We started with 250,000 fans and ended up with more than a million fans on Facebook.

Along the way, I was also attached to JWT New York for new business projects.

2006 – 2008
TBWA Shanghai
Associate Creative Director,

I was working on adidas, Mcdonald’s, Absolut, Chivas, Ebay mainly.

I was helping to create everything from Olympic campaigns for Mcdonald’s and adidas and , to helping foreign brands like Absolut and Chivas gain their foothold in China.

I was also attached to TBWA London for projects along the way.

2001 – 2005 
Fallon Singapore and Hong Kong
Creative

This was where I cut my teeth as a creative. Back then Fallon was one of the hottest creative shops from the US, fresh off creating the BMW Films, one of the first and best digital branded entertainment content ever created. I was part of a small team helping start their office in Asia, and I worked on various clients such as Volkswagen (regional), United Airlines, Citibank, Timberland, CNBC, TIME Magazine.

2000
Fallon Minneapolis
Internship
EuroRSCG Singapore
Internship

Jury Duty and Speaker Engagements:

SXSW

Cannes Lions

Spikes Asia

New York Festivals

Adstar Busan

China Advertising Festival

Singapore Crowbar Awards

University of Gloucestershire

Hong Kong Baptist University

Hong Kong Polytechnic

Notable Awards:

Cannes Lion

Design Silver Lion (Electric Translator)

PR Bronze Lion (Asian Tigers Rainbow Project)

PR Shortlist (Levis’ dENiZEN We Are Explorers Campaign)

Mobile Shortlist (Let’s Café Latte Art Printer)

Poster Shortlist (P2 Blinkless Campaign)

 

One Show

Design Silver Pencil (Electric Translator)

Outdoor Silver Pencil (United Airlines Airport Express Takeover)

Print RX Silver Pencil (P2 Cleanliness Campaign)

Poster Shortlist (AWARE Campaign)

 

DandAD

Graphite Pencil (Electric Translator)

 

Spikes Asia

Digital Shortlist (Levis’ dENiZEN Launch Campaign)

PR Shortlist (Levis’ dENiZEN We Are Explorers Campaign)

Outdoor Gold (United Airlines Airport Express Takeover)

Poster Grand Prix (P2 Blinkless Campaign)

 

Platform Awards

Best in Class Airline Website at the Web Awards et al for China Airlines Website Revamp

 

Effies and ROI awards

Gold (Nike Kobe-mojis)

Gold, Best of B2B (UFS Big Data Campaign)

Silver (Starbucks CNY Campaign)

Silver (Starbucks Early Bird Alarm)

Silver (Volksagen Regional Brand Campaign)

Silver (OMO Mother’s Day Campaigh)

Bronze (China Airlines Website Revamp)

Bronze (UFS BIC Campaign)

Bronze (Heineken Sub campaign)

 

Agency and Personal Awards

Campaign Asia Best New Business Team Shortlist 2015

Great Place to Work 2015

Campaign Asia’s 40 under 40 2016

Campaign Asia Digital A List 2017

SXSW Startups Advisory Board 2018 – 2019