WHY BLUE

WHY
BLUE
As a Creative Director and poet,
I have always been thinking
of one simple question:
Why?
Why can a dandelion,
borne only by the wind,
travel the whole world
and take root?
Why would a sculptor spend years
just crafting a single moment?
Why do I create?
A WAY OF SEEING
Creativity is not about finding answers immediately.It begins with asking better questions.
From Shanghai to The World, From Advertising to Art.
With 19 years of creative experience, Blue’s career spans BBH Shanghai and London, AKQA, alongside collaborations with international creative teams based in Tokyo, Los Angeles, Singapore and France.
Over the years, she has served clients including Nike, Apple, Audi, Martell and Google, crafting creative concepts that weave together cultural resonance, human insight and business goals.
Across brands, cultures and creative disciplines, Blue has forged a unique perspective: she looks past superficial appearances to uncover human truths, cultural trends and unexpected intersections.

Agency & Brand Experience
2021/09 — 2022/12 | Marketing Creative Lead, innocent Drinks
Oversaw brand building strategy for the Chinese market. Adapted the brand’s global mission and lighthearted tone into localized brand experiences tailored to Chinese consumers.
Devised full integrated campaigns covering product launches, brand films, offline immersive experiences and social media channels. Cooperated with external agencies and creative teams to consolidate sustained long-term brand equity.
2018/05 — 2018/11 | Creative Director, AKQA Shanghai
Spearheaded creative output for international clients such as Apple, Nike, Gore‑Tex and Evian. Designed digital products and holistic integrated campaigns that bridge technology, culture and human behavior.
2013/08 — 2018/05 | Creative Director, BBH Shanghai
Led integrated campaign creation for global brands including Nike, Google, Martell and Audi. Crafted culturally resonant creative concepts that align brand objectives with genuine human insights.
Global Creative Exchange | BBH London
Participated in cross-border creative cooperation with BBH London on global projects for Audi, Trainline and Verse. Delivered work alongside multinational teams for diverse overseas markets.
2011/10 — 2013/08 | Senior Copywriter, McCann Shanghai
Conceived integrated creative concepts for multi-channel communication, closely collaborating with strategy, account management and production departments.
Independent Creative Direction
Collaborating across agencies, global brands and diverse cultural contexts.
2025 — Havas | HONOR European Market Launch
Collaborated with the team to translate brand propositions into culturally resonant storytelling for the European market.
2024 — BBH | Olay Global Rebranding Initiative
Partnered with the team to refine brand expression and define Olay’s global rebranding journey.
2021 — Publicis LUXE Shanghai | IWC Tmall Super Brand Day
Led creative direction to merge luxury brand storytelling with platform-based innovation and integrated experience.
2021 — F&F Shanghai | VIVO Asia Pacific Product Launch
Developed core launch concepts that bridge product innovation and local consumer culture across multiple Asian markets.
2020 — Airbnb Shanghai | Airbnb Chinese New Year Campaign
Crafted campaign pitch and creative concepts, adapting global brand purpose into meaningful local festive experiences.
2020 — 72andSunny Singapore | Marriott Chinese New Year Campaign
Connected global brand strategy with local cultural insights to deliver regionally tailored campaign narratives.
2020 — iBLUE Shanghai | Martell Digital Campaign
Led pitch-side creative, reinterpreting classic brand heritage through modern cultural expressions.
2020 — BBH Shanghai | Burberry Chinese New Year Campaign
Directed pitch creative direction, building conceptual ideas that balance brand heritage and contemporary cultural trends.
2020 — Hakuhodo Tokyo | SHISEIDO New Product Launch
Collaborated cross-regionally with Tokyo and Los Angeles teams to develop culturally adaptive concepts for global markets.
2019 — Independent Creative & Sustainability Project
Explored the evolving intersection of luxury aesthetics, sustainable values and contemporary cultural shifts.
Work

Audi Lunar Calendar Print
Audi Lunar Calendar Digital Film
Hennessy CNY Print
Buberry CNY Campaign : Digital Film
2022 Burberry Ads Film NewYork OneShow Shortlist
2022 Burberry Ads Film Craft Louts-BRONZE
Nike Shanghai NeverDone Shop
2019 Nike Shanghai Never Done Shop Spikes Asia
2019 Nike Shanghai Never Done Shop OneShow Shortlist
2019 Nike Shanghai Never Done Shop FWA
Don't Drink and Drive
Ikea CNY Print
Swire Properties Summer Campaign
Help Ivory
Green Tea Sandal
2013 LongXi Awards Print Award: Merit
2013 LongXi Awards Outdoor Award: Silver
2013 Cannes Direct Awards: Shortlist
The 17th China International Advertising Festival: creative Awards-low carbon age
Storytelling
Nike | Innocent Drinks:2022 Ad Nut's 10 best ads of 2022 | Mentos | Candy Crush | Carabao Energy Drink |
2014 One Show Youth Gold & Silver
Harbin Beer FIFA Campaign
Prints
A Folded Earth
Antarctic & Arctic Expeditions |
Ocean Geographic Climate Expedition Ambassador
From Antarctica to the Arctic, Blue explored some of the planet’s most extreme environments, observing the intrinsic connections between nature, humanity and culture.
Through immersive encounters with scientists, artists, explorers and storytellers, these journeys revealed fresh perspectives on how humans perceive the world and their place within it.
Like folding the Earth closer, these profound experiences continue to expand Blue’s perspective, thinking and creative worldview.
A 17 Countries Mix
Thecamp HIVE#03 Creative Residency, France |
Athens Video Dance Project：Plasticity Concept Film
As part of an international artist residency in France that gathered 20 creators from 17 countries, Blue led a cross-disciplinary team across art, technology, performance and design to create Plasticity — an artistic exploration of humanity’s relationship with plastic and the natural world.
The project integrates original film, interactive installation and public presentations, transforming environmental topics into multi-sensory cultural experiences.
Through cross-disciplinary and cross-cultural collaboration, Plasticity explores how creative storytelling can reshape perspectives on complex global challenges.
A Place to Listen
Honorary Volunteer Teacher in Tibetan Areas
Class 5, Grade 6, Seda County Primary School achieved the 5th place county-wide in the English Graduation Examination.
Blue worked as a full-time volunteer English teacher in Tibetan regions, instructing six Grade 5 and Grade 6 primary school classes with over 240 students in total.
Beyond classroom teaching, this experience turned into a precious chance to listen deeply: to comprehend a distinct community, unique culture and local way of life. These precious encounters keep shaping Blue’s observation of humanity, excavation of life stories and creative methodology.
A Poem to Open
Fedrigoni Top Award ｜ Art Book China ｜ Unfold Art Book Festival
Independent Edition Projects
Poetry is Blue’s way of shaping her universe.
At independent book fairs throughout China, she connected with cross-disciplinary artists, writers and creators, exchanging thoughts, perspectives and unique ways of seeing.
Blue believes all creative ideas stem from the worlds we choose to perceive.

WHY BLUE

As a Creative Director and poet,

I have always been thinking

of one simple question:

Why?

Why can a dandelion,

borne only by the wind,

travel the whole world

and take root?

Why would a sculptor spend years

just crafting a single moment?

Why do I create?

A WAY OF SEEING

Creativity is not about finding answers immediately.It begins with asking better questions.

From Shanghai to The World, From Advertising to Art.

Agency & Brand Experience

Independent Creative Direction

Collaborating across agencies, global brands and diverse cultural contexts.

Work

Audi Lunar Calendar Print

Audi Lunar Calendar Digital Film

Hennessy CNY Print

Buberry CNY Campaign : Digital Film

2022 Burberry Ads Film NewYork OneShow Shortlist

2022 Burberry Ads Film Craft Louts-BRONZE

Nike Shanghai NeverDone Shop

2019 Nike Shanghai Never Done Shop Spikes Asia

2019 Nike Shanghai Never Done Shop OneShow Shortlist

2019 Nike Shanghai Never Done Shop FWA

Don't Drink and Drive

Ikea CNY Print

Swire Properties Summer Campaign

Help Ivory

Green Tea Sandal

2013 LongXi Awards Print Award: Merit

2013 LongXi Awards Outdoor Award: Silver

2013 Cannes Direct Awards: Shortlist

The 17th China International Advertising Festival: creative Awards-low carbon age

Storytelling

Nike | Innocent Drinks:2022 Ad Nut's 10 best ads of 2022 | Mentos | Candy Crush | Carabao Energy Drink | 2014 One Show Youth Gold & Silver

Prints

A Folded Earth

Antarctic & Arctic Expeditions |

Ocean Geographic Climate Expedition Ambassador

From Antarctica to the Arctic, Blue explored some of the planet’s most extreme environments, observing the intrinsic connections between nature, humanity and culture.

Through immersive encounters with scientists, artists, explorers and storytellers, these journeys revealed fresh perspectives on how humans perceive the world and their place within it.

Like folding the Earth closer, these profound experiences continue to expand Blue’s perspective, thinking and creative worldview.

A 17 Countries Mix

As part of an international artist residency in France that gathered 20 creators from 17 countries, Blue led a cross-disciplinary team across art, technology, performance and design to create Plasticity — an artistic exploration of humanity’s relationship with plastic and the natural world.

The project integrates original film, interactive installation and public presentations, transforming environmental topics into multi-sensory cultural experiences.

Through cross-disciplinary and cross-cultural collaboration, Plasticity explores how creative storytelling can reshape perspectives on complex global challenges.

A Place to Listen

Honorary Volunteer Teacher in Tibetan Areas

Class 5, Grade 6, Seda County Primary School achieved the 5th place county-wide in the English Graduation Examination.

Blue worked as a full-time volunteer English teacher in Tibetan regions, instructing six Grade 5 and Grade 6 primary school classes with over 240 students in total.

Beyond classroom teaching, this experience turned into a precious chance to listen deeply: to comprehend a distinct community, unique culture and local way of life. These precious encounters keep shaping Blue’s observation of humanity, excavation of life stories and creative methodology.

A Poem to Open

Fedrigoni Top Award ｜ Art Book China ｜ Unfold Art Book Festival

Independent Edition Projects

Poetry is Blue’s way of shaping her universe.

At independent book fairs throughout China, she connected with cross-disciplinary artists, writers and creators, exchanging thoughts, perspectives and unique ways of seeing.

Blue believes all creative ideas stem from the worlds we choose to perceive.

WHY
BLUE

Nike | Innocent Drinks:2022 Ad Nut's 10 best ads of 2022 | Mentos | Candy Crush | Carabao Energy Drink |
2014 One Show Youth Gold & Silver