As Creative Director.

As the visionary Founder & Executive Creative Director of DONT BELIEVE IN STYLE (DBIS), a cutting-edge Live Experience Studio established in 2005 with operations in Hong Kong and Shanghai, I have been at the forefront of curating and creating immersive live experiences that leverage the latest in experiential technology. Under my leadership, DBIS has distinguished itself in the design and execution of experiential events, ranging from themed carnivals and light festivals to world expo pavilions and luxury brand events, including innovative car launch events and captivating 3D mapping projects.

In 2013, DBIS embarked on a significant milestone by merging with the MCI Group, a globally recognized leader in the events industry, headquartered in Geneva, Switzerland. This strategic alliance has expanded our capabilities and reach, leveraging MCI's global presence with over 2,500 professionals across 62 offices in 31 countries, to deliver unparalleled experiences for our clients across Europe, the Americas, Asia-Pacific, India, the Middle East, and Africa.

My expertise spans a broad spectrum of multimedia design for concerts and theatrical projects, where I've had the privilege of collaborating with some of the most prestigious names in the entertainment industry. This rich experience has enabled me to orchestrate unforgettable moments that resonate deeply with audiences. Throughout my career, I have been actively engaged in over 200 multimedia theatrical projects, collaborating with renowned entities such as the Edward Lam Dance Theatre, Stan Lai, and participating in Dadawa's "Hear the World" Concert and Yang Li Ping's "Peacock" performance. Since 2000, I have contributed to more than 200 multimedia designs for pop concerts, working with a who's who of the industry, including Aaron Kwok, Andy Lau, Jacky Cheung, Sandy Lam, Eason Chan, Leon Lai, Faye Wong, Sammi Cheng, Leo Ku, Coco Lee, Joey Yung, & Josie and the Uni Boys…etc.

The clientele portfolio under my direction reflects a high caliber of excellence and innovation, including prestigious brands such as Audemars Piguet, Longines, Mont Blanc, and BMW. These collaborations underscore my ability to understand and execute high-profile projects that meet and exceed the expectations of discerning clients, setting new standards in the industry for live experiences that are not just seen and heard but felt deeply. My expertise extends to creative consultancy and curatorial projects for large-scale events. Noteworthy contributions include concept and multimedia design for the 2010 Shanghai Expo’s Hong Kong Smartcard Pavilion & Macao Tak Sing On pavilion, the One Piece Summer Carnival 2016 & One Piece Run Hong Kong 2016, the Macao Light Fest 2016, and the HELLO! MOON exhibition in Beijing's WaterCube in 2018.

Through my journey with DBIS and partnership with MCI Group, I remain dedicated to pushing the boundaries of multimedia and experiential art, cementing a legacy that influences both the artistic community and the commercial sectors on a global scale.