To introduce global appliance brand Midea to U.S. consumers, we leaned into radical simplicity: if people don’t know the brand, they don’t know what it makes. “Midea Makes The Wow” became our rallying cry—spotlighting practical innovation across TV, digital, retail, and social.

As Art Director, I guided the creation of the brand’s visual identity—leading design development, shaping a clean, elevated system, and directing photo, video, and 3D content. From retail to social, every touchpoint reflected a bold, unified evolution of the brand.