As the creative lead for a Hong Kong-based agency, I spearheaded Cathay Pacific’s
high-budget sustainability campaign to eliminate single-use plastics onboard flights
and at their corporate HQ. Balancing B2B and B2C communications, I developed
a compelling visual identity across illustrated posters, printed ads, and digital assets,
displayed in airports, corporate spaces, and inflight.

Through emotive storytelling and bold, human-centric visuals, I transformed an
operational shift into an engaging movement, driving awareness of climate action.
The campaign extended into targeted social media ads, programmatic banners,
and immersive web content, reinforcing Cathay Pacific’s commitment to sustainability
while maximizing audience engagement.

This project exemplifies my ability to merge strategic storytelling with high-impact
creative, delivering campaigns that inspire action and elevate brand identity.