Nike Short-Form Video - Since 2021
Since 2021, my role across this ongoing video program has expanded from hands-on editing and directing to leading creative and production. Across more than 200 short-form videos, we have created everything from influencer unboxings and product explainers to styled look videos, entertainment-led formats, dance films and other visual ways of bringing products to life.
Racing DNA
A regional visual communication adaptation for Nike Greater China, created to define a consistent local expression of racing-inspired style.Building on Nike’s global product imagery and campaign references, we developed visual guidelines, copywriting, adapted layouts, and supporting design materials to help translate the global direction into a clear local execution framework.
Nike 618 - 15 Films Shot Entirely on iPhone
A product-focused short-form campaign comprising 25 videos, 15 of which were filmed entirely on iPhone. The approach gave us greater camera mobility and allowed the talent to move more naturally. I led the project from concept through final delivery, working hands-on across directing, editing, color grading, and the iPhone production workflow.
Gear Up
Built around Nike’s “Gear Up” message for 618, this campaign turned the season’s key products into a 12-meter moving rack of equipment.We created hero product films and sport-specific “gear up” videos, showing athletes preparing in front of the rack. The assets were used across social platforms and Nike’s official site banners, turning a sales-driven campaign into a clear, product-focused visual system.
Qixi
Instead of focusing on traditional romantic moments, we followed three real couples united by the activities they love — surfing, tennis, and street dance. Through their movements, routines, and interactions, we captured authentic relationships while naturally integrating Nike’s seasonal collection into their everyday worlds.
What Are You Working On？
Part of Nike’s global What Are You Working On series, this story looks beyond results and focuses on the process behind becoming an athlete.We followed Yang Liwei and Yang Shuyu — sisters, teammates, and members of the Chinese national basketball team. Centered on the idea of “each other,” the film explores how they navigate a changing relationship: one already a national team leader, the other newly finding her place.
PE Class
For Nike’s PE Class campaign, we worked with young athletes across football, basketball, and swimming to capture their movement, confidence, and passion for sports.Through video and still imagery, we developed product-focused stories that connected Nike products with different sporting scenarios, highlighting how design and performance support the way young athletes move and play.
Running DNA
A visual communication system for Nike Running DNA in China, adapted from global direction and developed into a clear local execution framework.The project included visual guidelines, still photography, retail design assets, and application layouts. Our role was to translate the global creative direction into practical standards for the local market, while producing original imagery used across Nike’s offline retail stores.
CNY Campaign
A Chinese New Year campaign created to inspire Chinese travelers to imagine Airbnb as part of their overseas trips.Working with different talents, we filmed across three countries and created three social-first films around different ways of staying, exploring, and experiencing a destination.
ACG
ACG has always been one of the Nike lines I feel closest to, so this project carried a special meaning for me.In diningru:m’s first year, we led a three-day outdoor shoot across multiple locations. I worked on the video concept, script, and overall visual tone, helping keep the story consistent from pre-production through post.It became an early test of our ability to handle scale, weather, movement, and creative control as a young studio.
Devialet Phantom & Gemini II
A product video created in collaboration with Devialet, built around a character who is constantly distracted by the world around him.Instead of using a standard review format, I turned the experience of the Phantom speaker and Gemini II noise-cancelling earbuds into a small performance piece, using humor to show how sound, silence, and immersion can change the way someone experiences a space.
An Apple a Day
A product story built around the idea of turning Apple devices into characters.I imagined a day in the life of iPhone, Apple Watch, and iPad Pro with M1, using small everyday scenes to introduce features such as computational photography, water resistance, the M1 chip, and the way Apple devices work together. Rather than explaining the ecosystem through specifications, the video used personification and short narrative moments to make the products feel more alive and connected.
AirPods Max And All Of Me
Rather than telling the audience whether to buy it, I built the story around one narrator pitching the headphones to eighteen different listeners, each with their own personality and skepticism. Inspired by Tyler, The Creator’s playful character work and use of color, I wrote, filmed, edited, and performed all eighteen characters myself, turning product features and colorways into a character-driven story.The video reached 600K views and became one of PLUG’s most recognized works.
Retro Phones - Moto RAZR V3
Rather than treating it only as a nostalgic object, the video looked back at the full product story — from its original design ambition and launch context to the way its form, materials, and interface shaped the user experience. It was a chance to reconsider what made the RAZR V3 feel so iconic, and why some hardware designs remain memorable long after their time.
Pro Display XDR
Instead of presenting the product directly to camera, I observed myself from a third-person perspective throughout the unboxing process, using voiceover to narrate the experience.
Ministry Basement Portrait
”He took this photo because the Ministry of Magic required a new identification portrait after he was caught using an underage charm outside school, probably something petty and badly executed rather than heroic. The photo booth in the Ministry basement was old, the lighting was jaundiced, and he did not know how to sit naturally, so the result came out flat, tense, and slightly suspicious.“
Father, temporarily elsewhere.
My father trying Apple Vision Pro. The spatial videos impressed him, the dinosaurs fully recruited him.
Everyone was there, technically.
A wrap photo with enough blur to protect all identities and most responsibilities.
A Squirrel’s Offering
A squirrel once dropped a sunflower seed into one of my balcony pots.I found it only after it had started to sprout, so I decided to let it stay. What began as a seed less than two centimeters long has now grown into a sunflower nearly two and a half meters tall.Now I’m waiting for Squirrel’s gift to bloom.
Professional Shade Provider
A beach shoot where the sun was technically present, but not entirely in charge.Behind every effortless summer frame, there is usually someone holding something large, reflective, and slightly difficult to explain to people passing by.
BTS — Shooting with Lumistar
I’ve always liked the quiet moment before a VO take begins — the lights are set, the sound room is ready, and everyone is waiting for the first line to land. This project was a smooth collaboration from creative development to production, and this frame reminds me of that calm, focused pause before everything starts.
Shanghai Urban Wildlife Report
A fixed-camera field report from my balcony, observing wildlife activity in Shanghai. Over time, the site appears to show encouraging signs of ecological growth: more frequent visits and greater species diversity. Further observation is recommended.
A diningru:m Kind of Win
We made rain in the city, solved problems as they came, and watched the talent give a performance that made the whole setup worth it. It was difficult, improvised, and genuinely enjoyable — a small diningru:m kind of win.