Carnaby Fair (2022 – 2023)
I worked as a Creative Project Lead at Carnaby Fair. Carnaby Fair started as a retail brand that sold clothing and apparel that had Hong Kong emblems and pop-culture references. It has since then become its own creative agency, managing the marketing for 4 primary accounts:
(1) CARNABY FAIR itself (naturally).
(2) LITE – A salad bar in Central that is situated at the entryway of the concept gym, REP.
(3) LAB EAT (Mongkok & Tsim Sha Tsui Branches) – A fine dining restaurant located in Mongkok and Tsim Sha Tsui, with a creative approach to their menu offerings (seafood, pastas, steaks and special cocktails).
(4) MISSY CAFÉ – A modern 冰室 (Bing Sutt) concept located in Fortress Hill, serving classic local delicacies.
CARNABY FAIR
Coolman Coffeedan Meets Hong Kong (2023)
Our collaborative project with Coolman Coffeedan (Danny Casale) was my most recent work from Carnaby Fair. I had full creative liberty with this project, so I wanted to push the envelope and produce a video until anything I had ever done. I was in charge of the creative direction, as well as video shooting & editing. (Click here to read more!)
My vision for the video was to capture as much of Danny’s authentic experience of Hong Kong as possible. Whether he was talking to people who admired him, taking in the scenes of Hong Kong, or enjoying a piping hot siu mai – I wanted to capture the impression that he left on Hong Kong, and how the city showed him love in return. I incorporated some of his characters, some of which were provided by Danny directly, to assimilate more of his personality into the video. To add some dynamism, I even animated some of his doodles myself (the animations that are white in colour), a skill which I had learned more of during the editing process.
The video has since gotten almost 20,000 views on Instagram, and 400 views when I posted on my LinkedIn page. I’m absolutely elated that I got to lead such an amazing opportunity, and that we got to work with a down-to-earth and kind person.
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SUBXMAS (2022)
SUBXMAS is the Christmas Edition of the SUB9TURE Exhibition series that was started by Carnaby Fair, which I had a significant role in managing. We worked alongside Goods of Desire (G.O.D.), artist Lao Ganbu and BODW CityProg to produce this exhibition – showcasing creatively designed lucky cats from 8 different artists. (Click here to read more!)
Goods of Desire (G.O.D.) supplied the blank lucky cat statues to us, which were designed and created by Lao Ganbu. We communicated and scouted 8 artists, who were tasked to design / paint / decorate the cat in any way that they would like, showing the diversity of their respective styles.
Once they were all finished, I took photos of each individual cat to create artist cards and solo cat cards to show the pricing of each work. I took a group photo of all the cats together as well. My other responsibilities were creating the red window sticker that would be shown outside the store, and coordinating with our printing supplier to ensure we had all of the necessary printed materials.
The exhibition ran for about 1 month at G.O.D.’s Hollywood Road store, and most of the cats have sold.
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SUBXTURE (2022)
One of my earliest assignments at Carnaby Fair involved creating a looping animation on behalf of artist Ernest Chang, as part of his collaboration with McCafé. (Click here to read more!)
This was a nerve-wracking task, as I had never worked for a big client this closely before. But I took it as a chance to learn a new skill – to deepen my creative knowledge and grow. This video was posted on McCafé’s Official Instagram Page as a collaborator post with the artist himself, and garnered 3,000+ likes.
LITE
Almost since the beginning of LITE’s F&B debut, I have played a key part in shaping the brand’s social media presence on Instagram. I helped to create social media content in the form of graphics, photography and videography. (Click here to read more!)
On a weekly basis, I come in to shoot photos or videos according to the necessary products or promotions that we want to push out. I then proceed to edit the photos by colour grading them, write the copy for the captions and uploading the posts on time. My goal as social media manager is to ensure that we engage with our audience, we keep them updated on the new additions to our menu or limited, seasonal items, and to promote health + wellness.
LAB EAT (Mongkok & Tsim Sha Tsui)
At both LAB EAT Mongkok and Tsim Sha Tsui, I often help to take food photography for their menus and social media, along with video shoots of the space, restaurant service or collaborations.
One of the most recent videos that I produced, shot and edited was artist Cynthia Omi’s mural progress for the newly revamped and rebranded LAB EAT TST. She created a design that incorporated the owners’ cats and dogs as part of the floral mural – an image of home, proudly immortalised on their restaurant feature wall.
Missy Café
faith monsod, 2025. 