Style drives,
Culture arrives.
A cultural icon has the power to create emotional connections with people. A cultural icon brand has its privilege to create emotional bonds with consumers.
911, as the icon for Porsche, how to engage consumer emotionally with it, make 911 beyond a 911? And most important, attract younger 911 lovers and sparks social buzz?
A campaign that turns an icon into a cultural movement.
Paper or air,
Feel it there.
How do you make people feel thinness through a screen?
Visuals speak without words - when you see it, you can feel it.
A series of social videos for HOT 60 Series.
Think less,
Drive more.
How do you inspire the next generation of dreamers?
Porsche invited people from different fields to share what drives them.
For racing driver Yifei Ye, it's becoming the first Chinese driver to win Le Mans.
But the challenge for us wasn't just telling his story —
it was making dreamers act, not just dream.
A film for Porsche Dreamers On campaign for Chinese market.
Nobody Needs It,
Here's Why You Want It!
How do you sell a legend to people who didn't grow up with it?
In markets where Porsche is childhood memory, nostalgia does the work. But in China, the brand doesn't have that luxury.
So we leaned into what makes the 911 "wrong" — too loud, too harsh, stubbornly unchanged.
Because for the ones who love to drive, those aren't flaws. They're the whole point.
A film for Porsche 911's 60th anniversary, Chinese market.
Slide Slide Slide,
Elephant by your side.
How do you create something new while keeping what people love?
Sometimes the answer lives in our common memories.
A brand system design for a community brand born in Xinyang, Henan.
Tap Tap Tap,
Close the Gap!
Nothing serious, just another way of connecting.
Sometimes a brand doesn't need to explain itself — it needs to be felt, played with and lived in.
An H5 memory game for Vans Family's new collection centered on the classic checkerboard element.
Stretch the moment longer.
That is a taste of summer.
Summer stays with me not in details, but in feelings. To stretch a summer moment is to let it blur.
And when the details fade, the feeling lingers.
A summer campaign for Porsche China, including billboards and social reels.
Half, half, combine!
Tiger, tiger, you won!
A Lunar New Year game for Porsche China, where cultural heritage meets playful interaction. In the Year of the Tiger, let the tiger bring power and fortune.
174,113 participants, 70 days, 7,000+ gifts delivered.
A private diary,
A 404 reality.
In lockdown, design became my way to heal and hold on.
I may not know what I can do, but I know I will always remember.
A zine made as an echo of my 2017 work, memorializing life in Shanghai, 2022.
A shared brand,
A viable magic land.
A region rich in food and resources, but fragmented in its identity. We created a shared brand to unite them — not just a name, but a system for sustainable growth.
The image moves. The land grows.
A brand video made remotely with online talents.
Raise your head up,
The Moon is waiting for us.
What are we chasing? When we're moving forward, we always forget to look up.
But maybe our moon is right there - and there's always a space, a galaxy, waiting to meet us.
Based on that thoughts, I invited the people around me into a game.
Music video for The Dog That Chases the Moon by Qilong Ma. Collaborated with BingLun
From bad to the worst,
My mentor: "Dear Lord!"
It's not that easy to be the worst.
Following the W+K Shanghai tradition of hanging portraits on the wall, I hung my own little one too. My mentor at the time wasn't thrilled with the idea — but everyone else seemed to have a happy day.
A hand-made zine created for my mentors and friends at W+K Shanghai, capturing our memories from 2020.
Smile, or not have to,
Happiness is all about you.
Let's be honest, it's not perfect. But somehow, watching this film makes me smile — genuinely, from the heart.
I hope it does the same for you.
Made in collaboration with filmmakers Kate Lefoe and Hannah Moore. Screened at Signal and Bunjil Place Plaza, 2020-2022.
No fear, no shame,
We feel the same!
How were your days before getting hired?
Most people don't like talking about this part.
When I ask directly, they sum it up in one or two sentences.
These moments aren't shiny — sometimes they're quite dark.
But this process contains so much more.
All those tears and laughs help shape who we are and get us where we want to be.
A4 Riso-printed zines, made with love and patience.
Save Spaceship Earth,
Get on board to the universe!
The Jigsaw Factory designed with youthful idealism and thinking that was decades ahead. Yet outside Australia, few know this visionary studio.
How do we introduce them to today's audience? How do we make their 1970s radical optimism feel urgent and relevant now? How do we turn visitors into heroes?
My team and I transformed these questions into an exhibition that doesn't just showcase history — it activates it. We brought Jigsaw Factory's cosmic idealism down to earth,
inviting everyone to discover their superpower and become the hero.
An exhibition curated for RMIT Archives.
Round & round & round,
What should be done?
Who wants to be sentenced? Nobody, okay? But why are people still getting sentenced anyway?
Here is a little story that even little children can understand. It all starts from you becoming a...... circle!
A series of conceptual visualisations
for The Sentencing Advisory Council’s social media campaigns, targetting young kids and teenagers.
Three & two & one & go,
Save the food & the world!
When we talk about designing for the future, it's easy to feel powerless — like we can't do much. But I started from my own experience, believing that step by step, small changes can make huge differences.
A food waste reduction app demo.
Read read read,
oh you can make it!
Do you spend a long time reading articles and books?
To be honest, I can’t. But you can find all the clues about how I tried to read an article in this little book, My Journey to the Centre of Google Earth.
We all know the death of print has been falsely predicted for over a century now, it’s undeniable the effect the last 30 years has had on the form of the book
and the mechanisms of publishing. So what will the book be in the future? Will people still read? Will you still read?
A book designed for the 2018 NGV Melbourne Art Book Fair, referencing the 2012 book Post-Digital Print: The Mutation of Publishing since 1894, by Alessandro
Ludovico. Books are pocketbook sized (107.9mm x 174.6mm), 210 pages, printed in black on white paper and perfect bound.
This book was directed by Stuart Geddes, a seriously funny book designer in Melbourne.
Through the window,
Get to know ya!
Why do people leave their home countries?
How do they get to know the new environment?
Take my personal life stories as basis, get to know better about how I feel about the space, and how I understand the world, including you.
This is a site-specific booklet that embodies a sense of place, without the need to answer to a client’s commercial requirements.
Books are A5 sized, 40 pages, printed in black on white and yellow paper.