The Fulton Street subway station is a major commuter hub in Lower Manhattan with 300,000 people flowing through it every day, many on their way to Wall Street. This campaign drove commuters to an AT&T kiosk. In 2 weeks, we gained 2M impressions while the paid social portion saw Cost Per Engagements (CPE) exceeding the benchmark for efficiency by 49x. From briefing to release of files: 11 days.

Creative Direction: Ricky Sethiadi
Art Direction: Tommy Tse
Animation Direction: Tommy Tse,
Animation & Production: Billy Lewis, Ryan Wise

Goal:
To inspire US sellers to leverage Alibaba.com for expanding their global reach and growing their businesses through exporting. This effort aims to help sellers tap into international markets and increase their product visibility worldwide.

My Role:

Interviewed sellers to capture their journey and highlight their achievements.

Selected and managed video vendors to ensure high-quality production.

Developed the narrative and visual style to make content feel organic and authentic.

Maintained budget-conscious strategies to optimize resources without compromising quality.

Oversaw all stages of production, from filming to post-editing.

Ensured final videos aligned with brand and marketing goals.

WorldQuant – International Quant Championship

My Role: Design and creative direction for main event presentation and marketing materials

Developed the main event presentation, designing a visually compelling and data-driven experience.

Created the event themes to align the competitive nature of the championship.

Designed marketing materials, including digital and print assets, to drive engagement and participation.

Ensured a cohesive visual identity across all event-related content, reinforcing the prestige and excitement of the championship.

Alibaba.com Grants Program
The Alibaba.com Manifest Grants Program will provide $10,000 cash grants + up to $5,000 logistics support to 50 small businesses that have innovative product ideas strategies.

My Role:
Creative design and management from concept to launch

Led creative direction, including key art development, visual aesthetics, and video storytelling.

Designed the partnership landing page, ensuring a cohesive and visually compelling aesthetic.

Managed and led both in-house teams and external agencies to execute creative strategy effectively.

Collaborated closely with agencies and program partners to ensure brand alignment and execution.

Directed video production, overseeing concept development, filming, and post-production.

Managed extensive external communications, including coordination with past grant recipients for interviews.

Clients: WebMD / CVS / Head & Shoulders / Yupelri / Enfamil / Aveeno / Culturelle

Digital banners, print ad, website modules, web article page and pre-sale mocks, etc.

Art directed and produced by Tommy Tse

Social media campaign for AT&T Fiber, targeting multi-dwelling units building owners and property managements.

Creative Direction: Nancy Jimenez
Concept/Graphic Design: Tommy Tse, Katherine Santos
Retouching: Billy Lewis, Ryan Wise
Copy: Andy Seagrave, David Bradley

My Role: Creative Lead for Design & Aesthetics

As the Creative Manager for Alibaba.com North America, I played a key role in leading the design and aesthetic direction for the platform’s homepage overhaul and rebranding. The goal was to modernize the look, improve usability, and ensure a seamless experience tailored for B2B users.

Key Contributions:

Led the design direction for a fresh and modern visual identity, ensuring a cohesive and user-friendly interface.

Focused on B2B user experience, making navigation more intuitive and enhancing product discovery.

Collaborated with UX designers, developers, and marketing teams to create a visually appealing and conversion-focused platform, reflecting Alibaba.com’s position as a leading B2B marketplace.

For AT&T’s MDU business, we were tasked to re-envision modern apartment buildings in ways to show how connected AT&T Fiber properties are to the smart technologies that come with them, as high-speed internet is the #1 amenity in the MDU space. The goal was two-fold: show the breadth of connectivity possible and do it in a warm, human way.

Businesses need fast and reliable Internet. But not all business fiber is created equal. To help AT&T Business Fiber stand out, we created a fiber pipeline illusion and made it the focal point of our B2B kit to symbolize the speed of fiber. Using an infinity mirror and lights,
we gave building managers and commercial tenants a closer look at the technology that sets AT&T apart. We also rolled out an incentive program that rewards building managers and owners with $100 every time a commercial tenant signed up. Designed as a display–this kit made it easier for them to promote AT&T Fiber to their tenants, adding value to their properties.

Awards
• 2019, ProMaxBDA, Gold
Premium Specialty Items

• 2017, In-House Agency Forum, Gold
B2B Sales Collateral

Creative Team
Roger Hyde, John Vetter, Max Jerome, David Bradley, Nancy Jimenez, Johannes Andersson, Tommy Tse, Katherine Santos, Andy Seagrave, Damian Atkinson, Billy Lewis, Edgar Quiñonez, Sam Park

This social media campaign encouraged current customers to download a free app to guard their phone from spam, fraudulent callers and more. Humor works, so we embraced meme culture as a way to reach our target. This proved true, as the Raccoon tactic received 1.2M views and a Click Through Rate that exceeded the current benchmark by 4x. Shark got 1.9M views and its Video View Rate exceeded the benchmark by 61%. The Steaming campaign CTR exceeded benchmark by 21%, Engagement Rate exceeded benchmark by 36%, Video View Rate exceeded benchmark by 61%.

Creative Direction: Nancy Jimenez, Max Jerome
Art Direction & Design: Tommy Tse, Katherine Santos
Animation: Billy Lewis, Ryan Wise, Tommy Tse

For the multiple-dwelling-unit space, we were tasked to re-envision modern apartment buildings in a new, compelling way. Creating them out of fiber was the perfect way to make them stand out. This distinctive look informed the entire campaign for AT&T Fiber at the Broadband Communities Summit 2019.

Creative Director: Nancy Jimenez
Art Direction & Design: Tommy Tse
Copy: Dave Orstrager
Retouching: Billy Lewis
Animation: Tommy Tse, Ryan Wise

AT&T Wi-Fi in student housing and college campus. B2B collaterals with digital, social and print.

Creative Team
Nancy Jimenez, Tommy Tse, Katherine Santos, David Bradley, Andy Seagrave, Ryan Wise

For AT&T’s MDU business, our team developed a series of social media campaigns focusing on fiber, high-speed internet and TV. The strategy for each was to take inspiration from internet culture to create illustrated stories that showed the power of high-speed connection in fun and relatable situations. The campaigns saw huge gains in engagement and conversions compared to previous years. 69% average VTR, 0.17% average CTR, 0.22% LinkedIn CTR.

Creative Direction: Nancy Jimenez, David Bradley
Art Direction/Design: Tommy Tse
Copy writing: Andy Seagrave
Animation: Ryan Wise

To increase sales of AT&T products & services, the sales teams plan events like the Food Truck at discrete apartment buildings across the country. These highly successful, geo-fenced social media ads targeted tenants within a one-mile radius of the building to get the party started.