My cv
Experience
associate creative director
FRED & FARID Shanghai
May 2019 – Present
Pitching and running day to day work.
Senior Copywriter
Wieden + Kennedy Shanghai
Mar 2014 – Apr 2019
Creating campaigns for Nike Great China including mainland China, Hong Kong and Taiwan.
Major campaigns I worked on across three categories (Running, Basketball, Football):
2015
2015 Basketball "Bring Your Game" Campaign (看你的), tagline, manifesto, quickstrike
2015 Chinese Women's Football Campaign (只要有足球), tagline, manifesto, quickstrike
2015 Running "So FAST" Beijing City Attack (就是倍儿快), tagline, print
2015 Running Shanghai Marathon Unstoppable Tribute (上海拦不住), digital activation
2016
2016 Running "Run Forever" Lunar Epic Campaign (跑不息), tagline, film
2016 Basketball "Come Out of Nowhere" Campaign (横空出袭), tagline, quickstrike
2016 Basketball "Don't Love Me, Hate Me" Kobe Retirement Campaign(恨我别爱我), tagline, manifesto
2016 Olympic "Unlimited" Campaign (不信极限), tagline, 4 local athlete films for 苏炳添，张国伟，李冬娜，周琦
2016 Children's Day Campaign (出来玩), tagline, 3 films for football, basketball and running
2016 JDI Campaign (不必再等四年, Just Do It), tagline, manifesto and print
2016 Portland 2016 T&F quickstrike, quickstrike posts for 苏炳添 and 张国伟.
2017
2017 Basketball "I Got Next" Campaign (下个我上), tagline.
2017 Children's Day "Badge of Honor" Campaign (勇气奖章，要玩就玩个痛快), product design, tagline, 4 films.
2017 Nike Hong Kong "Just Do It" Campaign(贏唔贏無人知，搏到盡我話事), film, print, tagline, quickstrike.
Copywriter
FRED & FARID Shanghai
Jan 2013 – Mar 2014
Creative concept development, creative presentation, and cross-media writing(ATL, BTL, ditigal, social, CRM) for Porsche. Other clients I worked for include some luxury brands or high-end consuming brands such as G.H. Mumm, Decathon, Diesel and Coke.
Copywriter
Dentsu Shanghai
May 2012 – Jan 2013
ATL and BTL writing for various Japanese brands such as Suntory, Sanyo, Panasonic and Uniqlo. Also experience with some local cosmetic brands.
Junior Copywriter
DDB China Group
Nov 2010 – May 2012
Developing creative concept for clients of different categories from home appliance to FMCG. Wrote a bunch of TV scripts and radios. Also translated and fine-tuned a lot of English pieces from global clients.
Education
Shanghai Normal University
Bachelor of Arts
Advertising
2007 – 2011
awards
Cannes Young Lions Finalist 2014
Won the Chinese competition and compete for China in the Design category of Young Lions.
Young Glory Competition Silver(Advertising/Professional)
Together with designer Henrik Xu, created "Republican Spotified" for the Young Glory 2013 8th Brief announced by Jason Gaboriau, ECD of CP+B, and score a silver award in the professional competition for advertising.
Cannes Young Lions Finalist 2013
Elected as China's first-ever representative for Young Lions Design competition during 2013 Cannes Lions Festival. The work we presented in Cannes was awarded top 6 among over 20 international creative teams.
Cannes Design Lion Silver
Awarded for 'the Keyboard of Isolation'
ADFEST 2012 Outdoor Lotus Grand Prix
Awarded for 'the Keyboard of Isolation'