For the Ferrero Rocher Easter campaign, we came up with the idea of passing the magic based on the request to lean into the sharing aspect of the product. For the end card, I created a new Ferrero pixie dust in Easter egg shape to give it a fun and lighthearted vibe.

For Twinning’s first full-on campaign in America calling upon its roots back in the days, we created a series of funny spots telling stories about how the founder Thomas Twinning was preaching the tea life that only came to exist in the west, centuries later. I worked on the early comping/art direction/design as well as the post coloring session.

Asian people face a lot of racially charged stereotypes out there on a daily basis. So three years ago I started the project #AsiansWithlssues. I used fortune cookies with customized new messages from Asian people’s complaints to share our voices and to empower the community, also to educate and entertain. Fast forward to 2022, we live in quite a different world now. The Asian Hate is endangering all the Asian people living in America, and that gave me the reason to continue to update this project. “Misfortune Cookies“ is the new project under the same umbrella, but this time it will target the lack of awareness on the Asian Hate with multiple approaches. [In Conceptual Stage]

Awards: New York Festivals - 1 Gold, 1 Bronze
Role: Art Director, Animator
Collab: Haoran Liao, Kotaro Matusmoto, Christopher Victory

In 2017 Originality started emerging in China through the form of hip-hop thanks to a popular show called The Rap of China. However, China’s most powerful media regulator known as the SAPRRFT banned all hip-hop culture for being against Chinese values. Therefor, Adidas is going to give the voice of hip-hop back to China through a new device called Base_1 . With Base One, aspiring rappers will have the opportunity to practice free-styling over a beat, upload their best songs, and have a chance at being featured at listening parties in Adidas locations across Shanghai. Proving that, even when censorship threatens originality, we stand with the new generation of creators.

”Spicy food can help people release stress.” is a god-sent fact for a beloved hot sauce brand like Sriracha. Applying the ‘stress-relieving‘ quality of hot sauce into a space filled with activities to help people release stress — here comes Sriracha House of Stress.

The collection of motion graphics I created when I’m bored.

Interaction Design | Motion Graphics

Interactive Design | Motion Graphics

Instructors: Thomas Shim

The assignment was to sell the ordinary cardboard boxes — with only our creativity attached to launch them as a brand.
Being a desperate young creative, I've seen my fair share of broke young men. 
So when you say 'box', I see 'furnitures' — Dirt Broke Furniture, your cheap version of IKEA.

Role: Art Director, Designer, Animator

For people and families dealing with opioid addiction, the road to recovery is full of challenges. The lack of info and money prevents them to get to a rehab that helps. QuitStarter is a crowd-funding based website where people can receive financial help by sharing their opioid addiction stories, which also provides useful information for the addicts.

Collab: Hyunmo Ku

Role: Art Director, Designer

Many young parents are too busy to be with their kids or even read them bed time stories. With the new Apple Animojis, Penguin Books can utilize it and let the parents act those stories for their kids, creating a new way for families to stay closer in love and creativity.

Award: ADDY NY Silver

Instructors: Jack Mariucci, Robert Mackall

This is the collection of the print ads I made at school.
Take a look and enjoy. Don’t get worked up, just a cute memory lane.