WELCOME TO MY BOOK

6 cases curated

meet felix

Creative Storyteller Driving Cultural Impact Across Asia

Creative Director with 20 years across advertising agencies, consultancy, and platform environments translating cultural insight into award-winning campaigns across APAC.

I own creative strategy end-to-end—from research and positioning through execution—leading teams to drive measurable growth.

Combining brand expertise with storytelling craft, I create locally resonant work that scales globally.

Let’s coloroke

CLIENT
OPPO

MARKET
India + Indonesia

THE CHALLENGE
Transform OPPO ColorOS’s standard music widget into a memorable cultural moment.

THE IDEA
Nostalgia as strategy. Interactive music-matching mini-game that taps into retro culture and emotional connection.

  • The execution

  • User flow

  • gamify the experience

  • the impact

Shake A Gift

PRODUCT INNOVATION
Twitter

MARKET
Global

THE CHALLENGE
Create a scalable product to unlock branding budget from performance advertisers.

THE IDEA
Product thinking meets cultural insight. Transform the familiar “shake for rewards” behavior in Greater China into a scalable idea.

  • How it works

  • User flow

  • user flow

  • the impact

Genshin impact
first anniversary

CLIENT
MiHoYo Genshin Impact

MARKET
Global

THE CHALLENGE
Celebrating a milestone during the pandemic, Genshin Impact turned to Twitter to celebrate its first anniversary to drive engagements with its gaming community beyond the game.

THE IDEA
By centering the campaign around beloved characters and creating exclusive shareable moments, this character-centric strategy resonated deeply with fans, generating 2.8M engagements and transforming the celebration into a collective global experience.

🤔

🤔

🤩

  • The execution - 39 character emojis

  • the execution - get personal

  • the execution - reward fans with "shake a gift"

  • the impact - SHAKEAGIFT🔥

  • THe impact - SHAKEAGIFT🔥

  • the impact - emoji ❤️

  • the impact - emoji 🥳

  • the impact - convo ⬆️

  • the impact - followers ⬆️

  • The impact - client 🫶

tencent
gaming X ip

CLIENT
Tencent Code:D-Blood

MARKET
Japan

THE CHALLENGE
CODE:D-Blood faced a critical moment with their EVA IP collaboration, but user growth was plateauing. They needed cultural insight and strategy to transform this partnership into momentum for new player acquisition.

THE IDEA
Tapped into EVA's cult fandom by understanding what connects it's iconic 1995 legacy to the game, unlocking the emotional nostalgia and cultural resonance of a coming-of-age moment that defines millennials and gen Z across Asia.

  • what we know

  • what we know

  • what we know

A hidden emoji only reveals when darkness falls

We blurred the lines between in-game and Twitter by turning the timeline EVA Red alongside the game.

The custom built in-app click experience allowed gamers to engage via different creatives as entry points and prompted them to Tweet screenshots of the game experience on Twitter amplifying conversation for the launch.

Tapped into the tension of the protagonist's reluctance to commit to an unwanted mission thrust upon him, creating sound clips that captured his hesitation and longing for his normal 14-year-old life—triggering gamers to reply with their own nostalgic memories.

takeover of shibuya, tokyo

fearless of age

CLIENT
Olay

MARKET
China

THE CHALLENGE
Reframe women's age narrative for International Women's Day while positioning Olay as thought leader.

THE IDEA
Reframe age through achievement metrics instead of years lived. Authentic KOL storytelling challenging societal expectations.

win against the elements

CLIENT
Nike

MARKET
China

THE CHALLENGE
Transform Chinese runners' winter behavior and launch Nike's new Hyper winter running range.

THE IDEA
Gamified challenge on Weibo and Nike+ app. Personalized missions, social sharing, and community engagement to make winter running feel like collective achievement.

Awards

Morketing silver award

2022

ROI Bronze Award
IAI Bronze Award

2021

one show china,
merit awards

2018

cannes bronze lion

2013