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projects
Some snippets of my work as a Creative Director and design lead.
Panda Express x Comic Con
ROLE: Creative Director
CLIENT: Panda Express
IDEA: Pep-Pep the Sichuan Peppercorn Goes West
OBJECTIVE: Generate awareness of new product.
WHAT WE DID: We came up with an interactive activation centered around an 11,888 mile-wide mobile site to let Panda fans know that a new dish was coming, featuring a spice from the Chinese province: Sichuan.
PROJECT TYPE: Concept, Product Development, GTM Strategy, Experiential/Activation, Social Media Marketing, Print Marketing
RESULTS: 16 Million Impressions, 10,000 fans served, 3 Million swipes.
ROLE: Director of Creative, Brand + Marketing
CLIENT: Eclipse Foods (Y-Combinator 2019)
OBJECTIVE: Generate awareness of new plant-based product through a unique brand story.
PROJECT TYPE: Brand Development, GTM Strategy, Packaging, Marketing (Social, Email, Field, Point-of-Sale)
RESULTS: Grew brand following 175%. Achieved Series B funding in 2022
welcome to the good new days of dairy
ROLE: Art Supervisor
CLIENT: AstraZeneca Immuno-Oncology
OBJECTIVE: To improve treatment care by improving information-sharing between patients and health-care professionals.
PROJECT TYPE: Patient Support Program, Website Desktop/Mobile Expansion
the lighthouse Program
Chocolate, elevated.
ROLE: Creative Director
CLIENT: Defonce Chocolate
OBJECTIVE: To differentiate this chocolate cannabis newcomer.
PROJECT TYPE: Brand Development, Creative/Design Direction, TOV, Website
ROLE: Creative Director
CLIENT: Panda Express
OBJECTIVE: To hype up the seasonal dish by engaging with old fans while also acquiring new ones.
PROJECT TYPE: Launch strategy, Campaign development, Social Media, Print, OOH, User-Generated Content Creation (UGC)
RESULTS: 1,697 unique fan engagements, YOY Week 1 chatter increased 270%, Month 1 chatter increased 849%, product sold out in 40% of stores (baseline 27%)
honey sesame chicken breast: brought to you by you and you and you, And also george kittle.
ROLE: Senior Art Director
CLIENT: Magnum Ice Cream (Unilever)
OBJECTIVE: To elevate Magnum’s brand recognition in the United States.
PROJECT TYPE: Experiential Activation, social media strategy, influencer marketing
MAGNUM NYC Dipping bar
ROLE: Creative Lead
CLIENT: Suave Hair Care (Unilever)
OBJECTIVE: To get people to change their perception of Suave Hair Care from “the drugstore brand” to a worthy value brand.
PROJECT TYPE: Brand awareness, Social experiment, Influencer marketing, Press kit
Introducing EVAUS, suspiciously good hair care
SUAVE goes coco-nuts
ROLE: Creative Lead
CLIENT: Unilever Suave Hair Care
OBJECTIVE: Test messaging for reach and conversion
PROJECT TYPE: A/B Testing, Social strategy, Art direction
RESULTS: Increased click-thru rate 2.1% (surpassing the average beauty click-thru rate of 1.16%)
CATCHing your jameson stealing mates GREEN-HANDED.
ROLE: Creative Director
CLIENT: Jameson Whiskey
OBJECTIVE: To remind people why they love Jameson.
PROJECT TYPE: Product Launch (April Fools)
RESULTS: 6X Reach and Engagement Targets (33 Million organic impressions, 13.9% engagement)
Embracing the Hyphen in Asian-American
ROLE: Creative Director
CLIENT: Panda Express
OBJECTIVE: To celebrate Asian-Pacific American Heritage Month and embrace all the hyphenations that make us unique.
PROJECT: Content Strategy and Creation, Influencer Marketing
You Don’t Think Things Through When You’re Hungry
ROLE: Creative
CLIENT: Snickers
OBJECTIVE: To remind people to eat a Snickers.
PROJECT: Brand Activation
