Art direction with a
Systems Brain.
15 years across advertising, digital, and AI.
Architecting the fluidity between code, craft, and commercial growth.
Hong Kong → APAC → Global.
Generative tools are fast. Intentionality is slower. That gap is where I work.
Most creative directors start with the canvas. I start with the system. A Computer Science degree taught me to think in architectures — inputs, processes, outputs, and edge cases. Fifteen years of brand work taught me that good creative is the same discipline applied to harder problems.
Brand isn't decoration. It's infrastructure. The brands that last aren't the ones with the prettiest guidelines — they're the ones built on systems that keep working long after the launch deck is closed.
Today, I work at the intersection of brand strategy, creative direction, and emerging technology. I direct the work, build the systems behind it, and ship—solo or at scale—without the production overhead the industry was built on.
Current Focus: AI-driven design & strategic intelligence.
The Operating Model
Three principles. Every project. Every decision.
Code
The system underneath. Logic, architecture, and scalability — the invisible foundations the audience never sees but feels through performance.
Craft
The surface that earns trust. Typography, motion, restraint — the choices that separate competent work from work people remember.
Commercial
The reason any of it matters. Work that moves brands, audiences, and numbers — at the scale the brief actually requires.
Featured Works
A curation of creative transformation and R&D projects, focusing on the intersection of brand governance and generative AI workflows.
Strategic Outcomes
Five disciplines. Every engagement. Every outcome.
Beyond Prompts, Beyond Limits
I don’t prompt-engineer. I build the frameworks that make the tool irrelevant. From custom diffusion models to agentic workflows, I engineer creative velocity without sacrificing brand intentionality.
Current focus: custom diffusion models, agentic workflows, and production pipelines that hold brand logic at scale.
AI Production Pipeline
Five steps. Every project. Every asset.
The right brief
finds the
right person
Open to senior roles, advisory, and select projects.
Available. Selective. Currently 📍 based in Hong Kong.