Creative direction for platforms serving 4.5M monthly users. Samsung launches with Leo Burnett across the Gulf. The UK's first automated retail concept, from zero. And SaaS products designed, then actually built — research to front-end.
Selected work →Thirteen years directing brands taught me one thing: beautiful isn't the deliverable. Working is. I design it, build it, launch it — and it keeps converting after I'm gone.
Creative & UX direction for the beauty vertical of one of Hong Kong's largest e-commerce platforms — 4.5M monthly users. Campaign world, out-of-home, live-commerce formats and a redesigned app experience built to lift discovery and conversion.
Lead video editor for the S21 Ultra launch across Gulf television and digital, with Leo Burnett — then asked back for the Flip3 and Fold3 5G campaigns. Flagship launch films and retail content, via MU Media.
End-to-end UX/UI for a proposed luxury fashion vertical — repositioning mass-market e-commerce infrastructure for high-end fashion with an editorial browsing language and a real sense of curation.
Proof that the design doesn't stop at the mockup: a full SaaS product designed and built end-to-end. Research, information architecture, UI system and front-end across a 30+ page dashboard — analytics, routing, budgets, audit logs.
Brand and product for an AI-powered operations dashboard for roasters and café operators — a warm, ambient interface engineered to cut cognitive load for time-poor, multi-site teams. Research → IA → UI → front-end.
End-to-end brand and systems for an AI automation practice — identity, site and the agent infrastructure behind it. A self-healing agent framework with human-in-the-loop approval (open-sourced on the n8n marketplace), CRM pipelines cutting manual follow-up by 60–80%, document workflows that run themselves.
