Resume
RESUME
Experience
LSD (Light Switch Digital)
2020-2023
Executive Creative Director
I completely revamped agency processes and offerings, focusing on delivering more impactful creative work. We took a 360 approach, ensuring our strategies covered all angles. By using big idea storytelling, our work stood out among multiple clients. I took the lead in conducting north star strategic sessions, where we defined the vision and direction for our clients. To streamline our operations, I restructured team roles and responsibilities. I also built and managed an in-house production team, allowing us to optimize budgets and generate extra revenue. With my guidance, we produced multiple high-quality videos while significantly reducing costs.
PADO
2019-2020
Creative Director
In the sport recovery industry, commercials often feature super fit athletes, creating the impression that massage therapy is exclusively for them. However, I took the lead in revamping our branding and communication strategy to reach a more inclusive audience. I redesigned our website, packaging, and social media content, giving our brand a fresh and relatable look. Collaborating closely with the Industrial Design team, I provided valuable insights to guide our design decisions. Additionally, I produced and directed compelling marketing content that effectively showcased the true benefits of massage therapy. This approach resonated with our audience, highlighting that massage therapy is beneficial for everyone, extending beyond just elite athletes.
RPA
2013-2019
Creative Director
I led the efforts to boost ARCO's brand perception and overcome quality challenges through creative leadership. I also led the creative initiatives for the Intercontinental Hotel in Downtown Los Angeles. Along the way, I secured exciting new business opportunities, like ampm, and brought the iconic TOOMGIS spokes monster to life. To maximize our creative potential, I streamlined our team dynamics and optimized internal resources. Additionally, I established a strong creative internship program, offering mentorship and fostering talent development, with progress reports and feedback mechanisms to track intern progression.
Chiat/Day
2005-2012
Sr. Art Director
Practiced disruptive advertising bringing multiple national and global 360 campaigns to life. My contributions were instrumental in launching integrated campaigns for renowned brands such as Visa, Tostitos, Pepsi Max, Activision, and Jimmy Dean. I consistently participated in and emerged victorious from new business pitches, leveraging my creative prowess. Additionally, I actively engaged in strategic summits and disruption days, where I contributed innovative ideas and approaches to drive success.
Proficiencies
Leadership Skills:
Team Management / Mentorship
Creative Problem Solving
Strategic Development
Client Relationship Management
Project Mangement
Technical Skills:
Graphic Design (Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Procreate)
Video Production (Adobe Premiere, Adobe After Effects, Davinci Resolve)
Photo Retouching (Adobe Photoshop, Adobe Lightroom, Capture One)
Basic 3D modeling (Adobe Dimensions, Blender)
Academics
The Book Shop School of Ads, Instructor 2018-2022
-Art Direction Theory
-Integrated Advertising
-One Show student competition.
Cal. State Long Beach, 2006
B.F.A. in Photography
The Book Shop School of Ads, 2006
Creative Advertising
Background
Having been raised in Hong Kong, I possess a deep understanding of Asian cultures and their nuanced differences. Fluent in Mandarin, Cantonese, and English, I have the unique ability to bridge the gap between Western and Asian cultures, acting as a mediator and facilitator. This multicultural background, coupled with my language fluency, enables me to bring a global perspective, cultural sensitivity, and effective communication to my work. I leverage these strengths to develop impactful strategies and create compelling campaigns that resonate with diverse audiences. With a profound appreciation for cultural diversity and a keen understanding of the global and diverse professional landscape, I am well-equipped to navigate today's interconnected business environment.
