I have spent the last six months setting up a start up in Hong Kong. HMW Agency is a design innovation agency that focuses on creating new digital strategies for companies. We have a human centred approach and use agile Design Thinking methodologies.
During my masters at Hyper Island in the UK, I have explored and applied Design Thinking, Digital Technologies, Managing Teams and Innovation through both academic and practical experience with live clients. Working in an agile methodology in sprints, clients include BBC, Adidas, NHS and Speedo.
My role as Director and Creative Director over the past decade, has given me the opportunity to develop concepts, direct commercials and content for worldwide brands. Notable clients include Adam and Eve DDB, Wiley Y&R, Ogilvy, and Leo Burnett. Key projects consist of Danone Actimel, Halifax Bank, John Lewis, Max Factor, Kia Picanto, Intersport, Lindex and Stockholm Fashion Week. My music video work include videos and content for artists like Sia/Zero 7 and Girls Aloud.
Projects
- BERGHAUS - Connecting Outdoor EnthusiastsClient Brief: How are developments in digital technology shaping consumers relationship with the outdoors and what opportunity does this present for Berghaus to create a greater emotional connection? Mission Statement: How might we connect outdoor enthusiasts and Berghaus using technology as a link to enrich experiences that stimulates emotions with heart and mind? Insights: Small experiences that connect to bigger emotions. These can be shared! "Imagine the first coffee the morning after a cold night, taking your shoes off after a long and difficult hike and the sound of a pebble hitting the water when you’ve escaped a busy week at work. " "Finding your temporary home and opening the tent doors to your magnificent view in the morning. " "Or simply the feel of water against your skin. " Solution: "Outdoorsy Powered by Berghaus" - A multimedia platform that collates information, knowledge and tips to connect outdoor explorers before, during and after their adventures.
- NHS Blood Donation - Know Your Blood TypeClient Brief: The NHS currently has a lack of the kind of blood that is needed and too much of other blood types, meaning there is both a wastage and a shortage. Mission Statement: “How might we ensure that the NHS has the right amount of the right kind of blood at the right time.” Solution: A digital service where you get information about your blood type with your NI number. You can also find out your blood type through your GP and sign up for a new on demand service where you will get a notification when your blood type is needed. The option of going in to clinic OR having your blood taken at home.
- HER OWN WORDS - Rebrand and Online Introduction to English Speaking MarketsClient Brief: Hong Kong based underwear brand Regina Miracle were going through a rebrand and changing their name to Her own words, HOW and needed help to launch online in the English speaking markets. Mission Statement: How Might We create an online experience for HOW which will enable the brand to tap into the english speaking market through an emotional connection with the user? Solution: A complete competitor analysis, in depth user research and testing lead to a shift in target customer. We created a whole new user experience online.
Work history
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Co-founderHMW Agency
Hong KongFull Time
I am one of three co-founders of a design innovation agency based in Hong Kong working world wide. The mission of HMW Agency is to create comprehensive innovative solutions that are sustainable for companies to change in order to thrive in today’s competitive market. Business strategies are tailored using design thinking that consists of a human-centred design approach. HMW Agency is backed by the Hong Kong government funded incubation programme DIP.
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Creative Director and DirectorHanna Elin Films
London, United KingdomFreelance
Starting out directing music videos, my directing career quickly moved on to commercials and larger advertising campaigns. My reel also has TV, documentary and content work. Currently represented by Mendoza Films in the UK.
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Skills
- Fashion
- Advertising
- Film
- Marketing PR
- Agile UX
- Digital Management
- Art Direction/copywriting/creative/digital/build/campaigns
- Product Managemenet
- Brand Storytelling
Education
MA Digital ManagementHyper Island UK
Manchester, United Kingdom
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Nordic School of PhotographyBerghs Sweden
- Stockholm, Sweden
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