once upon a time, I Worked in marketing and ADVERTISING as a CREATIVE director.
I spent my days thinking about product benefits and ideating marketing communications and campaigns to convert target audiences into brand loyalists. Below are a few projects I had the privilege of working on.
Pep-Pep the Sichuan Peppercorn Goes west to Comic-Con
ROLE: Creative Director
CLIENT: Panda Express
OBJECTIVE: Generate awareness of new product.
PROJECT TYPE: Product Launch Activation
RESULTS: 16 Million Impressions, 10,000 fans served, 3 Million swipes.
ROLE: Director of Creative, Brand + Marketing
CLIENT: Eclipse Foods (Y-Combinator 2019)
OBJECTIVE: To generate awareness of new plant-based product through an ownable brand.
PROJECT TYPE: Brand Development, GTM, Marketing (Social, Email, Field)
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 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: Product Launch, 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 coconuts
ROLE: Creative Lead
CLIENT: Unilever Suave Hair Care
OBJECTIVE: Test messaging for reach and conversion
PROJECT TYPE: A/B Testing, Social strategy
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
