I'd rather be wrong than not try at all


Ikea: For the Love of Home

We helped Ikea re-look at its CRM program in China, making it less of a “earn and burn” transaction, but more of an inspiring experience for our consumers in their end-to-end LTV journey with us.

Here’s how our CXM empowers one of our personas, Lydia, a stressed-out mother with a young child, balancing her own space needs and that of the rest of her family’s:

Huggies Global

Worked with Droga5 to pitch, develop and localize in APAC the Huggies global campaign “We got you baby”. We took a brand experience first approach to land the campaign across everything from DTC to EC to CRM platforms across the world.

Main Branding:

From the moment parents give birth the whole world is a giant unknown for both them and their babies. Both need a little reassurance to guide them as they grow:

As you can see, Huggies helps babies navigate a baby’s new world, making them feel safe and secure. And at the end of the day more secure babies mean more secure parents.

Next we also created a global visual design system of how the brand shows up:

Here are some examples of how the rest of the brand experiences show up in our babies and parents’ lives around the world:

Momo Launch

Momo is China’s leading location based social connection app with over 150 million users and counting.
It is like a cross between Highlight and Tinder.

RT momo intro with en


The Challenge

We’ve been tasked with developing a brand launch for them, as it has a current perception problem of being purely a hookup app.


The Idea

Interesting Awaits

We want to show people the interesting users, groups, events awaiting them on Momo, beyond sex.

It’s not just about inspiring with a brand film though,  people need to experience this point of view to believe Momo’s changing.

So we launched the brand with a location-aware film:


The film when viewed on mobile, introduces you to relevant groups and people around you for real:


Momo screen cap


For outdoor, we’ve also set up Real Time Contextual Billboards to showcase and inspire people with all the interesting connections you can make on Momo.

The pilot billboard was setup at the biggest music festival in China, the Strawberry Music Festival:

RT main

It showcased the real-time interests of Momo users, such as their favorite music genres, favorite acts at the festival and so on, encouraging potential users to hop on.

You can download the infographic page onto your Momo app to explore and make new connections.

info details

Down the road, we plan to setup these intelligent contextual billboards in major bar areas, shopping areas and special festivals in major cities.

Interesting awaits

Momo – Chinese New Year App Innovation

Momo is China’s leading location based social connection app with over 150 million users and counting.

It saw the chaos of the mass Chinese New Year migration as a great opportunity to help others make genuine connections through its app.

Because Momo believes old friends bring you comfort, but it is new friends that will make your life more interesting.

And we were up to the challenge, creating a brand new function in the app that not only helped the brand and also did good for China!

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.

SKII Art of Travel Retail Experience

SKII created a series of travel exclusive products with the help of artist Yuko Shimizu.

sk2 05

These products were only available in the 6 corresponding airports worldwide.

sk2 02

And we wanted to reward consumers with a more immersive experience when you pick it up for yourself or as a gift.

So we brought Ms Yuko’s designs to life via AR Packaging Animations, so you can live and breathe inside her packaging designs, like a magical digital postcard.

It was truly a surprise and delight for our consumers who were more than willing to share their discoveries.

sk2 demo


The Latte Art Printer

Our success for Starbucks led to other work from other coffee chains in other markets.

Let’s Café is one of Taiwan’s biggest coffee chain with over 2000 stores. The problem is, it is not really a store. More like a kiosk in the Family Mart convenience store.

How can Let’s Café offer a credible café experience against bigger, more established chains with proper stores?

The solution: we offered our consumers something extra that even big coffee chains can’t. A latte art customization that is ridiculously unique and fun.
We kicked it off in our most popular stores.


We provided a simple App, all consumers had to do was upload an image from their mobile to this machine…


And viola! The image gets sprinkled onto their latte, forming the ultimate latte art.


Lots of people shared their creations with friends on social media. People printed everything from their own photos, their favorite pets, even wallpaper patterns and their favorite graphics. Let’s Café became the talk of town, upstaging bigger coffee chains.


It also created a lot of PR buzz, not just in Taiwan, but also internationally.


We’re for Chefs:A Data-Powered Transformation Journey

For Unilever Food Solutions, we created the:

“We’re for Chefs” Platform

It’s a 3-year journey with them and counting, making their marketing smarter and transforming their business digitally along the way.

It started with building a long-term B2B platform housed in Wechat with inspirational videos of how we helped real chefs, leading to recipes, skill upgrades, consultation services and sample packs.

Here’s one of the stories of real chefs we told:

These stories will lead to our main platform, including a recipes library:


In the following year, we enriched the platform with big data from restaurant review apps and food deliver apps to help chefs predict the dining trends of young diners.

We visualized the data findings in interesting ways and offered new recipes for the chefs to meet the young diners’ needs.

Here’s a data report sample:


The Nike Girl Currency

This is an ambitious crypto-currency project I was working on for Nike while in W+K Portland.

Only 1% of total world aid fundings go to girl causes.

If they’re not giving girls the money, we will help girls create their own girl currency.

A currency girls can earn by doing good for other girls, and in turn, they can spend this currency earned on things such as their school fees.

NGC 01

It could potentially change the world.

Screen Shot 2014-05-02 at 5.35.34 PM

I can’t publish more details right now, but do ask me when you see me 😉

NGC 03

Stay tuned.

The Hennessy Classivm Convenience Club

Hennessy Classivm is launching a 20cl bottle in convenient stores.

In China, convenient stores look very unglamorous, so we transformed them to make the purchase experience feel like magic.