Translating Joy

Led end-to-end creative strategy for a Chinese New Year campaign, transforming a common AI translation error into a high-impact cultural insight that bridged language, technology, and brand identity. Developed a social-first storytelling approach that reinterpreted traditional holiday greetings through humor and digital behavior, driving organic shareability and audience participation. Achieved 2.8B+ topic impressions and 976M+ media impressions, demonstrating effectiveness in turning everyday consumer behavior into large-scale brand engagement.