我是一位資深創意總監、編導與文字工作者，長年在廣告與影像之間穿梭，把人性洞察轉譯成能被看見、也能被記住的故事。我的創作橫跨紀錄片、劇情片、廣告與 MV，擅長用電影般的細膩節奏，搭配品牌的商業效率，讓每一次敘事都落到實際成果上。…

莊淮媗（Yaoyao）

我是一位資深創意總監、編導與文字工作者，長年在廣告與影像之間穿梭，把人性洞察轉譯成能被看見、也能被記住的故事。我的創作橫跨紀錄片、劇情片、廣告與 MV，擅長用電影般的細膩節奏，搭配品牌的商業效率，讓每一次敘事都落到實際成果上。…

Available to hire

我是一位資深創意總監、編導與文字工作者，長年在廣告與影像之間穿梭，把人性洞察轉譯成能被看見、也能被記住的故事。我的創作橫跨紀錄片、劇情片、廣告與 MV，擅長用電影般的細膩節奏，搭配品牌的商業效率，讓每一次敘事都落到實際成果上。

Language

English
Fluent

Work Experience

自由 創意總監 /企劃 /導演
January 1, 2025 - Present
AI 領域創作：主導 AI 虛擬人計畫 Ayaco（人格建構與故事模型設計），並擔任內容創作與敘事規劃角色。也規劃數位行銷合作案，例如「日本旅遊局」與台灣綜藝《嗨營業中》的跨界合作，強化客群精準觸及，並以品牌故事與影像內容提升成效。
Director at Hitachi
January 1, 2023 - January 1, 2023
Hitachi Air Conditioning Brand Film (2023) — translated product functionality into 'The Aesthetics of Air Emotions.'
Director at Hitachi Air Conditioning Brand Film
January 1, 2023 - December 31, 2023
Translated product functionality into 'The Aesthetics of Air Emotions.'
資深創意總監 Senior Creative Director at 上海上思廣告集團 M&C Saatchi Group（上海）
January 1, 2022 - December 31, 2024
領導團隊為澳洲旅遊局打造 2022/2023 全年品牌推廣活動，實現旅客轉換率提升 42%，並創下疫後復甦最佳成績。同步負責社群與客戶經營，包含為保時捷經營 CRM 與熟客圈互動，整合創意表現與客戶經營節奏。
Director at GagaOOLala Originals
January 1, 2021 - January 1, 2021
Time Machine (2021) – Short Film / NF New York Fashion Week Brand Film; commissioned fashion short exploring female longing, queer identity and time; winner of Best Female Voice at the Berlin Female Film Festival; officially screened at 8 international film festivals.
Director at GagaOOLala Originals
January 1, 2021 - January 1, 2023
Papa & Daddy – Season 1 & 2, Asia’s first LGBTQ+ family series; integrated adoption laws and same-sex parenting themes into mainstream entertainment.
Partner / Creative Director at Wu-Wei Brand Consultancy
January 1, 2021 - December 31, 2023
Led narrative-driven campaigns for global clients including Taiwan Cement and Tourism Australia; reimagined industrial storytelling through short film The Rebirth of Cement.
Director at Time Machine
January 1, 2021 - December 31, 2021
Commissioned fashion short exploring female longing, queer identity, and memory; features Golden Horse Award winner Chen Shu-Fang; winner of Best Female Voice at the Berlin Female Film Festival; officially screened at 8 international film festivals.
Director & Creator / Lead Writer at GagaOOLala Originals
January 1, 2021 - December 31, 2023
Creator and lead writer of Asia’s first LGBTQ+ family series Papa & Daddy – Season 1 & 2; integrated adoption laws and same-sex parenting themes into mainstream entertainment.
創意合伙人 Creative Partner / 無為品牌顧問 at Unconditioned .Ltd（無為品牌顧問）
January 1, 2019 - December 31, 2021
提供品牌策略與故事建構、形象重塑與創新行銷策略。包含為多家國際品牌制定定位與故事（如 INF、台潮文化），並完成中國市場上市策略（Yice 加拿大冰川水首季銷量達原定目標 168%）。另負責台泥年度形象影片與品牌價值訴求提升，並操盤上海張園太古古蹟活化商場定位策略，凝聚長三角高淨值人群。
Senior Creative Director at Freelancer
January 1, 2018 - December 31, 2023
Developed viral cross-media campaigns such as Who Represents KFC (Virtual idol vs Real Star); integrated 3,000+ KOL data insights for Aquarius rebranding, achieving 2.3× industry conversion.
資深創意總監 Senior Creative Director at 上海台北奧美廣告 Ogilvy Group（上海/台北）
January 1, 2016 - December 31, 2017
以比稿與創意執行提升勝率，打造現象級話題企劃。代表作包含「誰能代表肯德基」年度企劃（虛擬偶像 PK 真人明星模式，微博話題閱讀量創新高）與 H&M HR 招聘 campaign（應徵率提升 189%）。
Director at Farewell Loneliness
January 1, 2014 - December 31, 2014
Taiwan’s first dark comedy on intimacy and human loneliness; official selections at Warsaw, Prague, and Kaohsiung Film Festivals; supported by Taiwan Public Television Fund.
資深創意總監 Senior Creative Director at 北京靈智廣告公司 HAVAS Advertising Agency（北京）
January 1, 2013 - December 31, 2015
擅長跨文化敘事與全球統一品牌調性並保留區域在地性。主導杜蕾斯全球 Social Campaign，Lead 47 國團隊以互動敘事提升參與度；同時推進公益營銷，如策劃「滴露全球洗手日」並首創「無接觸兒童遊行」藝術行動，覆蓋超過 1.2 億兒童。
Creative Director at Beijing Lingzhi Advertising
January 1, 2013 - December 31, 2014
Directed global Durex Social Campaign across 47 countries; designed Global Handwashing Day art performance for Dettol — featured by BBC & NYT.
Creative Director at TBWA Shanghai
January 1, 2012 - December 31, 2013
Led McCafé brand relaunch in China, boosting fresh coffee sales by 41%; managed crisis communication project Chicken Transparency Initiative.
資深創意總監 / 創意總監 Creative Director at 上海騰邁廣告公司 TBWA Advertising Agency（上海）
January 1, 2011 - December 31, 2013
主導速食與品牌戰役：為麥當勞每月電視廣告提供創意與製作，打造中國市場全盛時期內容。代表性活動「巨無霸爸氣十足」使產品銷量提升 37%。同時重塑麥咖啡 McCafe 在中國的品牌形象。
Director at Shanghai World Expo Documentary Series
January 1, 2010 - January 1, 2010
Old City Shanghai: Taiwan’s director commissioned for the official Shanghai World Expo documentary series; ranked Top 10 Cultural Documentary on Youku.
Director at Old City Shanghai
January 1, 2010 - December 31, 2010
Documentary for Shanghai World Expo; the only Taiwanese director commissioned for the official documentary series; ranked Top 10 Cultural Documentary on Youku.

Education

MFA in Film at California Institute of the Arts (CalArts)
January 11, 2030 - January 5, 2026
BA in Journalism at National Chengchi University, Taiwan
January 11, 2030 - January 5, 2026
MFA in Film at California Institute of the Arts (CalArts)
January 11, 2030 - January 5, 2026
BA in Journalism at National Chengchi University, Taiwan
January 11, 2030 - January 5, 2026
電影藝術碩士 (MFA) at California Institute of the Arts（美國加州藝術學院）
January 11, 2030 - September 28, 2026
新聞系學士 at 台灣政治大學
January 11, 2030 - September 28, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Professional Services, Education, Travel & Hospitality, Software & Internet, Consumer Goods
    time machine


    During New York Fashion Week (NYFW) 21 AW, you will find an authentic Taiwanese fashion film with the theme of general store. Kuo Wei, born and raised in Taichung, Taiwan, graduate of Master’s Program in Fashion Design at Shih Chien University with his team of INF is the mastermind behind this film.

    Yao Yao Chuang, awarded as Best Newcomer Director in San Diego Asian Film Festival, SDAFF, single handedly directed and produced this film with displaying a pleasurable amount of skill.

    NYFW 21AW “Time Machine” takes place in a traditional convenience store passing on generation after generation in Taiwan. The leading actress as the owner of the store Auntie Chiou, is played by Chen Shu-fang, The 57th Golden Horse Award Best Leading Actress. As a lesbian who has been in a forbidden queer relationship for many years. This couple broke up when Aunti Chiou was 30 years old and they promise each other with handkerchief as a token of love. A commitment of reunion if Auntie Chiou is still single when she turns 70. The determination of seeing the love of her life sustained her for 40 years and finally brought to her a happy ending.