alex+chu
 

LATEST
CAMPAIGN

LINCOLN 2017 NEW MKZ

The new MKZ is reflection of Lincoln's commitment to the Lincoln Way - more human - through the "Power of Listening." A more modern stylistic and dynamic approach to generate excitement to the new face of Lincoln.

CHINA

SHANGHAI

TITLE_MKZ.png

 

 

LincolnMKZ_KV2_fullsize.jpg
 

CREATIVE @work SINCE

1992


 

EXPERIENCE

Currently the Executive Creative Director at GTB Shanghai, China to lead the Lincoln China creative.

With more than 20 years in the business as a versatile Executive Creative Director with solid credentials in a wide range of work experience in ATL, BTL, Brand, Digital and CRM. I'm a creative communicator who understands the importance of balancing business objectives, brand and target audiences, and has executed branding efforts for multi-cultural and worldwide deployment projects. Hands on and is always in the know with the latest technology and trends.

Prior to joining GTB and most recently, I was the ECD for TBWA/Hakuhodo Beijing, turning the agency to full service capabilities including ATL, BTL, CRM and digital. Served clients such as Infiniti, Nissan, Renault, Bentley, Skoda and Singapore Airlines.

Before China, I was actively involved with various agencies (RAPP, Innocean, Traffic, Designory/TBWA) committed to various automotive clients: helped restructure the Toyota USA CRM program; launched new models for Hyundai; bridged the traditional and digital agency teams for Mitsubishi; led and mentored the creative teams and production studio for interactive media and branding solutions for Nissan and Infiniti.

Comes from a design, digital and interactive background having worked on user interface design for kiosk and inflight entertainment for clients like Virgin America and interactive medias for entertainment clients including Castle Rock Productions, Columbia Tristar, Disney, Fox, Sony Music, Universal Interactive.

 

SS2016

LINCOLN SUV FAMILY CAMPAIGN

LINCOLN MKC, MKX and NAVIGATOR

The SUV Family is a sustainment effort to continue to grow the Lincoln brand and nameplate recognition in China. Starting with the single minded proposition of Lincoln has the "best luxury SUV's to master what's ahead," this campaign strives to demonstrate the overall distinguished allure of Lincoln SUV's, while further differentiate the personality of each model.

CHINA

SHANGHAI

 
Lincoln_MKC.jpg

 

 

 

 

 

NAV_bw.png
 

FW2015

LINCOLN MKX LAUNCH CAMPAIGN

ALL-NEW 2016 LINCOLN MKX

At the launch of the all-new MKX, Lincoln was relatively new to the China market. Our challenge is o reinforce the Lincoln Way brand promise, while delivering on the MKX's design and engineering excellence to provide an unexpected enjoyable owner experience beyond your senses.  

 

CHINA

SHANGHAI

 

 

 

 

 

 

 

 

 

 

 

 

 

MKX_background.png

LINCOLN MKX

 

 

 

 

 

 

 

MKX_lake.png

 

MKX

AUGMENTED

REALITY

 

Bringing the Lincoln MKX with you everywhere.

The first in the world to bring a shopping tool that help consumer to visualize the actual size of the MKX and make comparison with other vehicles.

CLICK TO WATCH VIDEO