Walt Disney

As Lead Art Director for Walt Disney’s Asia-Pacific region account, I was responsible for developing and localizing integrated creative toolkits for major film and franchise releases across Disney, Marvel, and Pixar. My work spanned from early campaign conceptualization to execution, ensuring that each regional adaptation upheld the storytelling, visual integrity, and emotional resonance synonymous with the Disney brand.

Working closely with Disney’s regional marketing and creative teams, I was part of the team that designed comprehensive creative ecosystems that unified campaign expressions across markets. These toolkits served as the core creative platforms for titles such as Disney's Onward, Disney's Jungle Cruise, Marvel’s WandaVision, Black Widow, Raya and the Last Dragon, Cruella, and Pixar’s Monsters at Work. Each toolkit provided a modular framework encompassing social media content, motion graphics, on-ground activations, and interactive experiences, empowering local markets to execute campaigns that were both globally aligned and locally authentic.

I supported the development of the creative direction and led the art development across these multi-format assets—crafting key visuals, defining tone and mood, and setting design principles that captured the cinematic identity of each property. From theatrical artwork and short-form social videos to influencer-driven experiences, I ensured that every touchpoint reflected Disney’s world-class storytelling and design excellence.

At the heart of this work was cross-cultural adaptation. Each market within APAC carried its own sensibilities, and my role involved guiding the creative localization process—balancing narrative consistency with regional relevance. I partnered with local creative agencies and production vendors to translate campaign ideas into engaging market-specific executions, from digital-first campaigns to immersive pop-up activations.

In addition to design and creative direction, I played a role in engineering scalable creative systems—toolkits detailed enough to maintain brand consistency but flexible enough to accommodate cultural nuance and media differences. This included establishing visual guidelines, motion frameworks, and key messaging architectures that ensured clarity of expression across platforms and languages.

Throughout these campaigns, I worked hand-in-hand with regional franchise leads, marketing insights specialists and creative producers, ensuring that every market launch delivered both creative excellence and emotional impact. Whether it was bringing the wonder of Raya and the Last Dragon to Southeast Asian audiences or crafting sleek hero moments for Black Widow’s digital rollouts, my focus remained on ensuring that the Disney storytelling experience translated seamlessly across borders.