Intuition is
a luxury.
I design
for both.

10+ years shaping how BMW, Audi, and Honda drivers feel
about their cars. Now at SVA New York, designing the
experience inside.

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JOYCUBE by BMW — modular retail experience space at Universal Beijing Resort 01
BMW

Reimagine BMW
as a Playground

Created China's first theme park immersive brand experience space — from naming and spatial positioning to the interactive BLIND BOX concept. 16M annual visitors.

Creative Director Interone / BBDO 2019
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AUDI E5 Sportback on Panlong Ancient Road serpentine switchbacks 02
Audi

Two Stories No One
Knew How to Tell

An integrated campaign that turned an ancient road into Audi's electric story — 10,153 launch orders in 30 minutes.

Freelance Creative Strategist Ogilvy China 2025
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Acura NSX supercar in red — China brand repositioning campaign 03
Acura / Honda

Making a Luxury Brand
Feel Like Home

Repositioned Acura from a niche Japanese import into approachable luxury — +53% awareness, +76% brand affinity in one year.

Creative Director Dentsu ONE 2015–2016
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Alipay A Word Worth Gold — grand calligraphy hall with hanging scrolls 04
Alipay

Every Emotion Hides
in a Chinese Character

A digital red envelope that turned a payment app into a poetry platform — 100M+ users in 5 days.

Creative Director HAOMAI Beijing 2018
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Nestlé SuperNan3 brand film still — mother and baby intimacy 05
Nestlé

Do You Feel
What I Feel

A brand campaign that made Chinese mothers feel infant sensitivity — lifting market share from #9 to #7.

Creative Director Publicis Groupe 2019
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MFA Interaction Design — New York, 2025–2027

Where creative direction meets physical computing, AI, and human-centered design.

Drink Like David — 3D-printed smart coaster
Smart Objects

Drink Like David

A 6-inch Michelangelo's David sits on your desk, glows like a nightclub, and bosses you into drinking water. He's your new productivity coach. Renaissance accountability partner. Zero screens, strong opinions.
Dusty & Co — service design for a pottery studio
Service Design

Dusty & Co

Service design for a Manhattan pottery studio — stakeholder interviews, co-design workshops, journey mapping, and a phased implementation roadmap.
Framing User Experience

One Ripple

How exercise reshapes the aging body and the lives around it. A UX case study that reframes physical decline as a design problem.

Explorations

Where I'm heading next — research and experiments at the intersection of AI, automotive, and interaction design.

Research Direction

AI-Powered Automotive HMI

Exploring how AI voice assistants, predictive personalization, and multimodal interaction will reshape the in-car experience — from conversational cockpits to context-aware interfaces.

Ongoing
Coming Soon

Connected Vehicle UX

Designing seamless experiences across touchscreen, voice, gesture, and mobile — for the software-defined vehicle era where every surface is an interface.

In progress

Automotive
Brand ×
Interaction
Design

A decade leading creative for BMW, Audi, and Honda at the world's top agencies — from brand strategy to immersive spatial experiences. Now at SVA New York, bringing interaction design and AI to the future of mobility.

Dentsu BBDO Ogilvy Publicis McCann Health ByteDance