SXSW SYDNEY 2025

MUSIC FESTIVAL creative assets

It was such an exciting honour to collaborate with SXSW Sydney for the first time — designing the complete brand system for the 2025 Music Festival. The goal was to create a fresh, expressive, and high-energy identity that celebrates the diverse and electric spirit of the event.

The visual direction draws inspiration from the vibrant pulse of live music, blending bold typography, rhythmic layouts, and experimental motion graphics to capture the atmosphere of the festival.

The design system spans across both digital and physical touchpoints — from social media content, paid ads, artist frames, and motion graphics to on-site screens, printed posters, festival logo, and merchandise designs. Each element was crafted to amplify the festival’s creative energy and deliver a cohesive yet dynamic brand experience that connects music, art, and culture.

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Your next favourite artists are taking the stage. Catch live performances from @tasmankeith, @ma.jpg

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Nestlé China

TVC Storyboard concept

This is a TVC campaign for Nestlé coffee’s Yunnan series coffee bean collection. I was responsible for developing the initial concept and translating it into a storyboard and poster, which serve as one of the options proposed by our creative team to the client.

Shot 1: coffee beans converge from all directions.

Shot 2: The coffee beans gather at the center of the frame, seemingly engaged in a discussion.

Shot 3: The Coffee beans reach an agreement and then align themselves neatly in a row.

Shot 4: A musical staff emerges on the canvas, and the coffee beans dance along the staff to the rhythm of the soundtrack.

Shot 5: Each coffee bean sprouts a small tail, transforming into musical notes! Together, they compose a traditional Yunnan China folk melody.

Shot 6: The musical notes lift off from the staff, floating gracefully into the air.

Shot 7: The notes spin in the air before free=falling into a coffee cup.

Shot 8 (LAST): The steam from the coffee forms the campaign's theme word- "感“-”feel“.

CSL Seqirus

HPV Health Awareness Campaign

I collaborated with CSL Seqirus to promote the importance of HPV vaccination within the Chinese community in Australia. I was responsible for all visual and copywriting concepts for this project. Using objects like peaches, bananas, and umbrellas as playful metaphors, I addressed intimate health issues to engage young men and women on social media and raise awareness.

This series became the CSL’s highest-performing ads in therms of click-through rates within 2 years.