1Please give us a brief bio of yourself and your background.
I'm a Chinese art director with experience working for brands like Popeyes, JP Morgan Chase, Michelob Ultra, and AT&T. Born in China, I studied advertising at the University of Illinois Urbana-Champaign and later specialized in art direction at Miami Ad School. My career includes roles as a Junior Art Director at Gut Miami, and now, I'm an Art Director at MAS and Translation, where I create dynamic campaigns.
Additionally, I serve as the Creative Lead and CCO for Breaking & Entering Media, connecting the advertising and marketing industry through podcasts, videos, blogs, and strategic partnerships.
2What inspired you to be involved in your respective industry?
I’ve always been passionate about expressing my thoughts and emotions through creative, imaginative works. Ever since I was young, I’ve been obsessed with movies, comics, and music. As an Art Director, I have the freedom to craft visually striking and thought-provoking productions, drawing on unique imagery, cinematic inspiration, musical influences, and diverse visual styles.
3What is your role in the agency, and what traits should a professional in marketing, media and communications possess to be successful in their role?
As an Art Director, my role involves both creative direction and ideation. A key aspect of success in marketing is the ability to understand customers and diverse markets and apply that knowledge to craft memorable experiences.
4Tell us more about your agency / company.
MAS is a creative incubator for individuals passionate about infusing their artistic voices into projects and making a meaningful impact on the world. Translation is a Brooklyn-LA-SF-based creative shop dedicated to making work that is fully infused with culture.
Breaking and Entering is a media company that connects the advertising and marketing industry through podcasts, videos, blogs, and strategic partnerships. They share insights and strategies from industry trailblazers to help others execute their ultimate heist.
5What do you think is the definition of a successful marketing, media or communications project / presentation?
In my view, successful marketing is memorable and sparks conversation long after it’s seen. It becomes part of the culture while at the same time shaping and creating new cultural trends.
6Describe your preference or style of work and how it benefits your career.
I'd describe my communication style as humorous and insightful. These qualities have helped me because humor is one of the most powerful emotions, and if you can make people laugh, your job is 90% done—the rest is craft. People want to laugh, and our job is simply to make that happen.
7Tell us about your ideation process.
I concept original creative ideas by blending the client’s requirements with trending concepts, all while remaining true to the brand’s image and vision.
8Congratulations! As the winner of the NYX Awards, what does it mean for you and your team to receive this distinction?
The NYX Awards are renowned as one of the top international competitions in the marketing and communications industry. Receiving this prestigious award is a tremendous honor, reflecting both my recognition in the field and my passion for the work I do.
9How has winning an international award help to promote your agency and projects?
Receiving this highly esteemed international award has firmly established our reputation and recognition as a prominent leader in the marketing industry as well as in culture.
10What are the challenges of your winning entry(s)?
The most challenging aspect of my career and these projects has always been convincing the client. Clients oftentimes struggle to envision the concepts I present, which is why I put great effort into ensuring both my written descriptions and art compositions are nearly perfect, so my clients can clearly understand my vision.
11How has the country you are based in contribute towards your ideation process?
The diversity and cultural richness of the United States significantly enhance my ideation process. Exploring different cities and embracing their unique qualities gives me a deeper understanding of different brands, markets, and customers.
12What are the current trends in the marketing, media and communications industries that you are most excited about?
The AI trend is both exciting and inevitable, providing us with more tools than ever to stay on par with the best. Utilizing these tools is extremely helpful in enhancing craftsmanship too.
13What are your top three (3) favorite things about the marketing, media or communications industries?
1. The dynamic and fast-paced nature of the industry keeps it exciting.
2. It provides a platform to express and showcase your creativity.
3. Your work in marketing and communications can inspire audiences and drive meaningful change in the world.
14What resources would you recommend to someone who is searching to improve their ideas and concepts?
Adage, Adweek, Breaking and Entering Podcast, Kive, Pinterest, The One Show Archive, TikTok, and Behance.
15Where do you see the evolution of these industries in the next 5-10 years?
It will become faster-paced and more diverse, with the volume of new work increasing tremendously.
16Who inspired you in your life, and why?
Michael Jordan's relentless competitiveness has always inspired me. There's nothing more motivating than watching the greatest basketball player give 110% every time he steps on the court.
17Do you have anything else you would like to add for the interview?
Be true to yourself and trust your gut. Always ask, 'Would I try this myself?' to determine if an idea works.
