More work

"Family Size Internet" - Social Media Video Capsules

2018

The Problem

Everyone hated their slow internet. Families fought over bandwidth. Streaming died mid-episode. Downloads crawled.

The Solution

Fiber optic fast enough for the whole family to use at once.

My Role

Wrote the social media video scripts that turned a technical upgrade into something people actually cared about.

The campaign worked because it spoke to the real frustration: your internet shouldn't make you choose between your kid's homework and your Netflix.

Translation

Tired of having the internet being interrupted at home? Now there's internet for everyone. Get the Family Size Internet from Personal.

Led the comprehensive brand development for MAST, a premium STEAM education academy focused on hands-on learning and global opportunities. Transformed an initial brief into a complete brand strategy that positions MAST as a forward-thinking educational institution for ambitious families.

Strategic Development

As Brand Strategist

• Developed the core brand positioning around "science-based development" and "hard fun" approach
• Created comprehensive messaging framework balancing premium positioning with approachable communication
• Established brand values emphasizing excellence, innovation, and practical skill development
• Crafted detailed communication guidelines addressing specific parent concerns and aspirations
• Defined the emotional tone balancing professional authority with welcoming accessibility
• Brand voice & Messaging

Developed a distinct brand voice that:

• Emphasizes long-term value and global opportunities
• Balances premium positioning with inclusive language
• Creates urgency while maintaining trust
• Showcases tangible benefits through active, achievement-focused language
• Creative Direction

Working closely with a graphic designer:

• Provided creative direction for visual identity development
• Curated reference materials aligning with brand positioning
• Guided the development of color palettes balancing professionalism with innovation
• Established photography guidelines focusing on hands-on learning moments
• Oversaw creation of technical graphic elements reflecting STEAM focus

I was able to translate complex educational offerings into clear and engaging brand narratives while directing cohesive visual solutions that reinforce the brand's premium positioning.

House of Fuego reimagines nightlife in Taipei through a unique fusion of Latin culture and electronic music. Set against the backdrop of Studio 9's panoramic terrace, this bi-monthly event series transforms sunset hours into an immersive cultural celebration.

Brand Development

As the project founder, I conceptualized and developed the House of Fuego brand from the ground up. Working closely with a talented designer, we crafted a visual identity that captures the essence of Latin passion and sunset warmth. The brand development encompassed:

• Brand strategy and positioning
• Naming and concept development
• Visual identity collaboration
• Brand voice and messaging
• Marketing strategy and implementation
• Creative Direction

As Creative Director and Event Coordinator, I spearheaded the development of a multisensory experience that goes beyond traditional nightlife offerings. Each event weaves together:

• Curated electronic music programming
• Authentic Latin culinary experiences
• Live cultural performances
• Signature cocktail creations
• Sunset-inspired ambiance design
• Impact & Achievement

The inaugural event exceeded expectations with over 200 attendees, establishing House of Fuego as Taipei's premier destination for Latin-inspired entertainment. The success stems from careful attention to cultural authenticity and a holistic approach to experience design.

Innovation

House of Fuego stands out for its deliberate timing and location choice, utilizing the natural beauty of sunset to enhance the event atmosphere. This strategic decision creates a unique outdoor venue where music, culture, and nature converge to deliver an unparalleled social experience in Taiwan's entertainment landscape.

The Problem

Easter week in Paraguay means families traveling to the countryside. It also means a spike in traffic deaths.

The Idea

We created a fake gas station offering a buy-one-get-one-free deal on coffins.

Stage One

Ads ran in newspapers and social media. We built a website. Set up a hotline. Made it look real. People called. Some were confused. Others were furious. A religious holiday doesn't joke about death.

The backlash was immediate. And exactly what we needed.

Stage Two

We revealed the truth. The fake promotion was designed to stop you mid-scroll and force you to confront the actual statistic: traffic accidents are the leading cause of death during Easter week in Paraguay.

The Line

It bothers you to see this, but it would be worse to use it.

My RoleCreative concept and campaign strategy.

The campaign worked because it made people uncomfortable before it made them think. The controversy became the conversation. And the conversation became awareness.

Safe driving messages get ignored. Fake coffin promotions don't.