In 2021, I served as one of the lead creatives on YouTube Works Hong Kong, a flagship awards program that celebrates the most effective and creative ad campaigns on the platform. With the ongoing challenges of the pandemic, we pivoted from a traditionally live, in-person show to a fully virtual experience—a shift that required rethinking the entire format while maintaining the energy, storytelling, and brand integrity YouTube is known for.

I led the creative direction for the set design, storytelling flow, and talent integration, ensuring a seamless and engaging virtual show. Our goal was to recreate the magic and prestige of an award ceremony in a digital environment while celebrating the bold, data-driven creativity of Hong Kong’s marketing community.

The event was hosted by popular local YouTube creator J Lou, whose multi-lingual charm and deep connection to the local digital audience made her the perfect bridge between brand and community. We also featured a guest musical performance by Joyce Cheng, adding a layer of emotion and cultural pride to the show. The creative direction brought together bold YouTube visual language, stylized virtual stage environments, and cinematic transitions to highlight winners, insights, and stories of creative excellence.

This project not only showcased our team’s ability to adapt and deliver high-impact virtual experiences, but also deepened my experience designing across cultures, platforms, and formats—all while working under the constraints and possibilities of a post-COVID production world.