Bloomfield
Ideas don’t arrive finished.
They bloom.
I work at the intersection of strategy, creativity, and contemporary culture, with a particular interest in how people experience value, identity, and emotion in everyday life.
My approach to marketing does not begin with products or features, but with human tension — the small contradictions that shape behaviour.
I’m interested in how these tensions influence not only what people buy, but how they interpret meaning, experience brands, and make decisions.
Across my work, I see brands less as advertisers and more as systems of interaction — ways through which people navigate identity, emotion, and belonging in a changing environment.
With a background in digital marketing, content creation, and global strategy, I focus on connecting insight with execution — understanding not only what to say, but where, how, and why it resonates across platforms and audiences.
At the same time, I bring a more structured perspective to my thinking, drawing from an interest in markets, industries, and emerging technologies such as AI.
This allows me to approach strategy not only creatively, but also with an awareness of broader systems and future shifts.
I see strategy not just as a creative output, but as a form of infrastructure —
a way to build connections between brands and people that feel both relevant and recognisable.
Deeplearning with AI
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In an era where artificial intelligence is rapidly transforming industries, I chose to actively engage with this shift by earning certifications in AI Software Design and AI Data Analysis.
These experiences equipped me with the ability to collaborate with intelligent systems, interpret data-driven insights, and translate technical outputs into meaningful creative and strategic value.
“The universe is not only stranger than we imagine, it is stranger than we can imagine.”
— Jorge Luis Borges
Part 2 Intergrated Marketing Strategy
COSTA
This project presents a digital integrated marketing project for Costa Coffee, aimed at promoting kiosk adoption and reactivating loyalty members.
Through market research, strategic planning, and creative execution, the project connects app experience, in-store kiosks, and emotional brand engagement into a cohesive system.
DUOLINGO
Duolingo is famous for its unhinged owl.
But its mission — educational equity— remains invisible.
For young people, it’s just a fun app.
Not a force for global change.
We redesign a new worldview and define Duolingo as a "legitimate hacking organization".
Turn language learning into access — to knowledge, culture, and real conversations.
Part 3 Creative Writing
Notion
Yakult
Freedom Is Not Doing More
A conceptual reframing of productivity culture.
This project positions Notion not as a tool for optimisation, but as a cognitive shelter — a place where complexity can live so the mind doesn’t have to.
Freedom is redefined as having less to hold, not more to do.
Are We Really Taking Care of Ourselves?
An emotional inquiry into contemporary self-care culture.
By reframing Yakult as a daily ritual rather than a health solution, this project explores how care often functions as a quiet apology — and how reassurance can matter more than repair.
Apple x Halloween
Headspace
Dress Different
A seasonal reinterpretation of Apple’s philosophy of difference.
By shifting from Think Different to Dress Different, the project explores how individuality moves from thought to embodiment — and when visible difference is culturally permitted.
Permission, Not Calm
A critical reflection on emotional regulation in the digital age.
This project challenges the moralisation of calm, reframing mental health not as permanent stability, but as permission — to feel without fixing, and to exist without performing.
Aesop
Nike x Halloween
Presence Without Performance
A meditation on quiet luxury in a visibility-obsessed world.
Through scent, absence, and restraint, this project reframes luxury as a private sensory presence, not a visual statement — offering presence without the need to perform.
Run From What’s Chasing You
A metaphorical take on running as a condition of contemporary life.
Using Halloween imagery, the project reframes Nike not as a symbol of winning, but of momentum — movement as survival in a world defined by pressure and pursuit.
Chinese Lesson
Say It Before You Understand It
A playful intervention into language learning and cultural access.
By using a Cantonese curse word as an entry point, the project reframes language not as correctness, but as belonging — revealing how curiosity often precedes understanding.
Part 4 AI in Creation
When emotions are generated by AI, when will they be perceived as authentic?
AI Public Service Advertisement Creation Practice on Alzheimer's Disease
Emotions don't always manifest in a strong, clear, and perceptible way.
In some experiences, emotions are slow, vague, and elusive, yet lingering.
In contemporary advertising and public communication, generative artificial intelligence is widely used to evoke emotions: empathy, care, resonance, and moral appeal.
But a less-discussed question is: how do people "feel" emotions when they are generated by AI? When do they seem unbelievable?
This project will document the collaboration and findings through an Alzheimer's ad co-created with AI, exploring how creativity is built and emotions are believed in in the age of AI.
Part 5 Web Design & Content Creation
In this project, I designed and developed an interactive, immersive webpage exploring the film philosophy and aesthetic system of Wong Kar-wai.
Rather than presenting his work through linear analysis, I approached the website as a narrative medium, translating cinematic rhythm, emotion, and visual language into digital interaction.
Through the integration of images, text, video, sound, and motion-based interactions, the project reconstructs key themes from In the Mood for Love and The Grandmaster as a sensory browsing experience. Interface transitions, scrolling rhythm, colour palettes, and background audio were carefully designed to mirror the emotional tempo of Wong’s films.
Strongly recommend to explore on laptop