I grew up in Hong Kong on Yes! Magazine and pineapple buns. Moved to Shanghai for W+K, stayed for 15 years, spent a year in Sweden in between.

Somewhere along the way I became the person international brands call when they need their China work to feel real — and the person Chinese clients need when they want their work to go global. Most recently, making Apple feel local without losing what makes Apple Apple.

Good advertising has always done one thing: make people feel something. Doesn't matter if it's a brand film or a promo mechanic. The format changes, the platforms change, the tools change — making people feel something hasn't. That's still the job.