I'd rather be wrong than not try at all


Pernod Ricard’s AI-Powered Loyalty Program

Pernod Ricard believes having direct consumer relationships is “the way forward”.

The Kindred Club Project is a Wechat CRM program with serious machine-learning chops that we are creating for Pernod Ricard.

It will learn more about you through fun campaigns and quizzes.

It will encourage you to explore new drinks in the Pernod Ricard universe based on what you like.

And it will reward you at the right place and the right time both online and offline.

Here’s a preview of what’s to come:


The Starbucks Breakfast Alarm

To launch Starbuck’s new line of breakfast, we created an alarm function in Starbuck’s existing app.
Simply set the alarm, wake up, get to your nearest Starbucks within 60 minutes,
to enjoy breakfast discounts and free coffee!

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.






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 sizzle of the diverse range of work we do:

Here is a sample of the films we do for a phone launch:

Teaser video:

Official launch film:

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.



China Airlines Global Website Revamp

For China Airlines, we applied brand-led creativity to big platform work, and it was very well received by the clients.

We revamped China Airlines website in over 15 countries, and won two global airline website awards and one Effies to boot: