HUAWEI

As Lead Art Director for Huawei, I oversaw the creative development and execution of brand and product campaigns across the Asia-Pacific region, driving visual excellence and narrative consistency across multiple markets. My work centered on building and sustaining a cohesive creative ecosystem that supported product launches—including flagship mobile phones, wearables, and ecosystem devices—while tailoring communications to resonate with diverse local audiences.

My role encompassed both conceptual leadership and production oversight. I led the creation of high-impact marketing deliverables ranging from social media campaigns and key visuals to advertising films and photography direction, ensuring each piece embodied Huawei’s brand ethos of innovation and design sophistication. I collaborated with regional and global marketing teams to craft integrated creative platforms that translated product innovation into emotionally resonant visual storytelling.

At a strategic level, I helped engineer the creative ecosystem for Huawei’s product launches—designing toolkits, style guides, and adaptable campaign frameworks that could be localized effectively across markets such as Singapore, Malaysia, Thailand, Vietnam, and the Philippines. These frameworks provided clarity and cohesion, empowering regional agencies and internal teams to deliver work that maintained visual and tonal consistency while reflecting local cultural nuances.

I worked closely with product and brand marketing stakeholders to identify core creative territories, shape campaign narratives, and define how Huawei’s technology could be expressed through modern, human-centered design. This included developing visual languages and thematic directions for new device families, and ensuring alignment across all content touchpoints—from digital and retail to broadcast and out-of-home media.

Beyond design direction, I served as a creative bridge between internal teams and external vendors—reviewing agency outputs, providing feedback on shoots, and maintaining Huawei’s high standards of aesthetic quality and storytelling. I often partnered with production houses and creative agencies to direct brand films and photo shoots, overseeing tone, composition, and narrative flow to ensure every campaign felt unified and premium.

Through this role, I helped evolve Huawei’s regional creative identity into one that was both globally consistent and locally relevant. The campaigns I led not only elevated the brand’s visual sophistication but also strengthened its emotional connection with consumers—showcasing Huawei’s innovation through human stories, design clarity, and compelling visual craft.