Brand Strategist. Market Researcher. Storyteller.
I help brands figure out who they are, who they’re for, and what they should say.
My background is a mix that doesn’t often come together: management consulting at McKinsey, a finance master’s at NTU, and a genuine obsession with brand culture, Gen-Z subcultures, and the fan economy. I’ve built full brand strategy decks for Nike, Coca-Cola, and Mejuri — from cultural insight to campaign concept — and I bring the same analytical discipline to every brief.
I’m drawn to brands with something real to say. If you’re building something with a point of view, I’d love to help you sharpen it.
Available for: brand strategy, market research, competitive analysis, strategic consulting, pitch deck narrative.
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- The Writing — butter traced slowly across a cold pan, or spelling words in a hot skillet, letters melting as they’re written
- The Sizzle — butter hits cast iron. That sound that makes your stomach react before your brain does
- The Fold — butter layered slowly into croissant dough. Deliberate. Patient. The lamination visible
- The Cake — butter creamed with sugar, pale yellow ribbon falling from the beaters
The Insight
Before the sizzle, before the aroma, before the meal — there is the butter, waiting. Still. Wrapped. Asleep.
Like Sleeping Beauty, it exists in a state of perfect potential. It doesn’t need rescuing. It just needs heat.
Most food advertising is loud — upbeat music, fast cuts, happy families. This campaign does the opposite: no music, no voiceover. Just the real, unfiltered sounds of butter meeting the world it was made for.
Campaign: Written in Butter, Read in Sound
The film opens in silence. A golden block of Président butter in its wrapper. The camera is close — intimate. You can almost feel the cold.
The film ends as it began: the butter slides gently back into its paper wrapper. The foil folds over.
Sleeping Beauty. Sleeping Butter.
"No prince needed. Just heat."
Why No Music
The silence is the strategy.
| Reason | Rationale |
|---|---|
| Sensory authenticity | The sizzle of butter in a hot pan is one of the most appetite-triggering sounds humans know |
| ASMR culture | Cooking ASMR is among the most-watched content categories — designed to be rewatched, reshared, craved |
| Competitive differentiation | Every competitor uses warm music and happy families. Silence is unexpected, memorable, premium |
| The late-night effect | Designed to be the video you scroll into at midnight that makes you desperately hungry — that craving is the brand association |
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- The Navigator — ship’s wheel, compass, anchor. “I steer my own course.”
- The Creator — quill, paintbrush, architect’s compass. “I write my own story.”
- The Builder — hammer, wrench, foundation stone. “I build what I need.”
The Insight
As humans, we can’t see most of ourselves. Necklaces — only in mirrors. Earrings — never. But rings are constantly in your field of vision: every time you type, write, cook, sign a document.
A ring isn’t decoration for others. It’s a daily visual reminder to yourself.
This concept emerged from a personal observation: I have a tattoo on my wrist precisely because I see it constantly. But tattoos are permanent. Rings are changeable.
New goal → new ring. New chapter → new symbol.
The Strategic Reframe
From romance to agency.
| Old framing | New framing |
|---|---|
| Engagement ring = waiting to be chosen | A ring = committing to yourself |
| Wedding band = “taken” | A ring = what you’re choosing |
| Right-hand ring = consolation prize | A ring = visible ambition |
Visible like a tattoo. Changeable unlike a tattoo.
Product Vision: Collections Built for Makers
Not hearts. Not infinity symbols. Not romantic clichés. Tools. Instruments. Symbols of making.
Each ring ships with free inner band engraving — the symbol others see, and the private promise only you know.
Why This Works for Mejuri
Mejuri already says “buy for yourself.” This strategy says “buy to remind yourself who you’re becoming” — a natural evolution that unlocks milestone-driven repeat purchases and a differentiated positioning no competitor owns.
“They say certain fingers mean you’re ‘taken.’ I am taken — by my own ambitions.”
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- Underwater bubbles rising → Coke poured into glass
- Ice shelf cracking → the iconic crack-fizz of a can opening
- Waterfall over rocks → Coke cascading over ice
- Wind through trees → the exhale after the first sip
The Brief
Coca-Cola owns “happiness” — but that territory has grown abstract. This project explores three distinct strategic directions to rebuild cultural relevance and drive consumption, each targeting a different brand challenge.
Direction 01 — Business Growth: Coke in the Kitchen
Coca-Cola’s beverage market is mature. But in China, 可乐鸡翅 (Coca-Cola Chicken Wings) is a beloved home-cooked dish — Coke as ingredient, not just drink. An untapped global opportunity hiding in plain sight.
Campaign concept: a senior Coca-Cola executive tries to recreate the dish at home — and fails. Genuine struggle, real laughter, another Coke purchased to try again.
Either outcome = more consumption. The insight is the mechanic.
Direction 02 — Brand Love: The Extra
For 50+ years, Coca-Cola has appeared in hundreds of films — not as the star, but as the quiet constant. Most people never consciously noticed.
A cinematic montage through film history, refocusing on what was always in the background: a Coke bottle in the diner, a glowing billboard in a dystopian cityscape.
“Coca-Cola — The Longest-Running Extra in Hollywood.”
Direction 03 — Sensory Branding: Nature’s Echoes
The best advertising rewires how you experience the world. This direction maps Coca-Cola’s sensory signature onto nature’s most satisfying moments:
“Some of nature’s best moments… sound a lot like this.”
Strategic Framing
Three concepts. Three different brand levers — growth, love, sensation. Presented as a strategic menu for different campaign objectives and markets.
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- The Student — teacher marking an exam with a red pen
- The Professional — to-do list on screen, tasks checked off
- The Home Cook — recipe checklist, ingredients ticked
- The Parent — child’s chore chart, star stickers placed
- The Athlete — training journal, heavy checkmark drawn
The Insight
Nike’s swoosh is one of the most recognizable symbols in the world — but most people miss the obvious: it’s a checkmark. And checkmarks appear everywhere. Every task completed, every goal reached, every question answered correctly.
The swoosh doesn’t just represent athletic achievement. It represents the dopamine hit of completion itself — a feeling every human experiences dozens of times a day, regardless of whether they’re an athlete.
Cultural Hook: Where It Starts
In China, students wear Nike on exam days because the swoosh resembles 对勾 — the character for “correct.” A subconscious brand association already living inside culture.
The strategic leap: every checkmark in daily life is a small victory. Nike has been there, symbolically, all along.
Local hook. Universal truth.
Campaign Execution
A cinematic film. Five scenes. Five people. Five different checkmarks — all celebrating the same thing: completion.
The camera slowly pulls back. All checkmarks multiply and overlap — collectively forming Nike’s iconic swoosh.
“Every checkmark is a victory. Just do it. ✓”
Strategic Value
Reframes the swoosh — expands Nike beyond athletics into all of life’s daily accomplishments.
Subconscious association — after this campaign, every completed task carries a trace of Nike.
Culturally grounded — built from a real Chinese cultural insight, scaled to a global truth.
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