Creative for the East differs significantly from the West, favoring a cleaner, more refined aesthetic that emphasizes science, precision, and credibility. While all of this work performed extremely well Asia, some of its tone and style wouldn't align with U.S. preferences, which lean towards authenticity, informality, and emotional realism. Elements like animations and infographics, which tend to be used more sparingly in the U.S., are highly effective and well-loved in Asia, enhancing clarity, perceived innovation, and consumer engagement.

 

Working with the Asian markets sharpened my perspective as a global-thinking creative director and deepened my appreciation for how regional nuances shape audience behavior.​