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"You can spot a Thai by the way we carry ourselves, it’s that unique Thai spirit that never leaves us."

 

I’ve always believed that Thai creativity isn't something you learn in a classroom; it’s simmered in our culture, extracted from the chaotic streets we navigate, the bold, contrasting flavors of the food we love, and our innate ability to find joy even in the middle of a struggle. It’s the secret ingredient in my work and my personality: a blend of spice, grit, and unapologetic Thai-ness.

 

By 2011, my life in Bangkok felt a bit too settled, like a dish I’d cooked a thousand times. Driven by a relentless urge to step out of my comfort zone, I packed ten years of Thai advertising expertise and a memoir of Thai humor into a single suitcase and headed for Singapore. I treated every new category like a new recipe, working relentlessly on global and regional accounts for brands like Land Rover, Tokio Marine, and Tiger Beer. It was during this time that I brought home 2 Silver and 4 Bronze Cannes Lions, alongside multiple Gold Spikes and AdFest honors.

In 2016, I stepped up to lead VMLY&R Indochina. It was a high-heat kitchen, but by winning over hearts and minds with strategic creativity and wit, I doubled the agency’s revenue and team. We became the 2nd most awarded creative agency in Vietnam, picking up accolades at Cannes, New York Festivals, and The One Show.

 

In 2019, I moved to Shanghai, the world's fastest-moving economy, to put myself up for the ultimate challenge. Leading a global giant like adidas allowed me to work closely with creative hubs worldwide to push the brand in a unified, yet hyperlocal direction. My highlight was relaunching the iconic “Impossible is Nothing” platform after 13 years in China. I also led the win for Nintendo Switch, proving that culture-first storytelling can dominate even the most complex markets.

 

Eventually, I grew weary of the set menu operations of big networks. Three years ago, I took a leap of faith to become the Founder and Regional ECD of DO. ASIA. This chapter is about pure entrepreneurship and a relentless hustler mentality. I’m scaling our culture across Singapore, Thailand, Vietnam, and the Philippines, winning accounts from big network agencies like Red Bull, VinFast, and Lazada by applying a growth mindset that values adaptability and the grit to build something from the ground up.

 

When the kitchen closes, I return to my roots as a Fine Art major. I enjoy drawing and painting to keep myself grounded. I pursue the dream of becoming a full-time artist and, to date, have participated in more than 20 exhibitions.

  • Founded DO. ASIA

  • Launch Red Bull Charge On in Vietnam during the reunification day and turn the brand from a dad brand to one of the hottest brands in Vietnam after less than a year.

  • Won more than 50 awards globally

  • Ranked 25th most awarded art director in the world in 2016 by Bigwon

  • My work for Oishi black tea got picked by Sir John Hegarty for an Honored Award (best of show) - Lotus Roots at the 2009 AdFest

  • Won and set up the brand for Tokio Marine insurance for S.E.A. in 2015

  • Won and launched Red Bull and Traveloka brands for Vietnam in 2018, resulting in Traveloka becoming the top-of-mind online travel agencies among Vietnamese users.

  • Build the Red Bull brand in Indochina with the “Charge Ahead Into Your Dream” platform that helped push up 8% of the market share in 2018

  • Led digital transformation during the merger between VML and Y&R in Indochina

  • Won and launched Nintendo’s RingFit Adventure for China with a social-focused campaign in 2019, resulting in JD and Tmall having to suspend the pre-orders in China the day after sales started

  • Relaunched adidas’ IMPOSSIBLE IS NOTHING for China in 2021

  • Joined more than 20 art exhibitions since 2003

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