ABOUT ME
Advertising creative and copywriter with five years industry experience. Multicultural and multilingual, fluent in English, German and Mandarin. Raised between Asia and Germany. Former academic researcher and journalist—now applying curiosity, clarity, and insight to advertising.
Currently at VML Germany. Based in Berlin.
EU citizen with UK Settled Status.
Some thoughts I’ve had recently
I LOVE
I’M GOOD AT
I THINK THE WORLD NEEDS
smart, witty ads that know exactly what they’re doing—landing messages with humour, originality, or by spotlighting stories that don’t usually get airtime. I’m drawn to work that understands the zeitgeist, not just borrows from it.
being a culturally tuned-in, chronically online digital-native Zillennial who understands how audiences behave because I’m one of them. I’ve been served ads since I learned how to swipe, so I know exactly what ad fatigue feels like, how fast inauthenticity is spotted, and have the understanding to bring fresh ideas that actually speak to Gen Z and young Millennials.
more brands that understand their cultural power and use it for good. Audiences expect more from brands now—and they’re not shy about saying when something misses. My goal is twofold: firstly, help brands use their platform for good and build authentic, lasting relationships. Secondly - to make ads cool again: creatively interesting, craft-driven work that feels like art, not noise.
