Kat is a freelance creative strategy director, researcher, and student of naturopathic nutrition. As a strategist, she leads brand positioning, creative direction, content, casting and partnerships for global brands and thriving start ups. As a researcher and writer, Kat forecasts cultural trends to create modes for better and deeper consumer understanding. She is currently in her second year of study to become a certified Naturopathic Nutritionist, and is particularly interested in projects that focus on sustainable health, beauty and wellbeing in the luxury space.
Previously, Kat was Global Strategy Director at Protein based in New York. She was raised in Hong Kong and is now living and working in London.
— Creative Strategy (campaigns, brand positioning, programming & casting, planning, partnerships)
— Cultural Insight (foresight, qualitative, research, moderation, interviews, workshops)
Projects
- Dam - now streaming on NOWNESSIn 2019, I went to St Moritz with director Samuel Bradley to make a film about horse racing on a frozen lake. What emerged instead was a peek into the world of Julie Hossman and ‘natural horsemanship’. Julie, with her deeply resonant voice and effortless physicality, teaches a technique that shuns unnecessary force, adopting the principles of ‘a kinder, gentler cowboy.’ The film is named Dam, which—in equine terms—means mother of the horse. Excited for you to watch Dam, now live on NOWNESS: http
- Chuntian.world"A guide to spring inspired by the philosophy of traditional Chinese medicine." Over the last few weeks, there has been an increase in xenophobia towards Asians globally that has stemmed from the Covid-19 crisis. From London to New York, countless local Asian owned businesses from restaurants to food markets have been forced to shut down as they bore the burden of collective fear- even before Covid-19 cases were widely announced in these cities. To find opportunities to shine light on positive
- Stella Artois 'A-Z guide to Host Beautifully'Protein partnered with Stella Artois to create “The A-Z Guide to Host Beautifully” - a guide spanning the alphabet, from ambiance to zest, with tips, tricks and advice from talent including singer John Legend, chef Alison Roman, photographer Scott Schuman, artist Jean Jullien and many more. Commissioned original content comprised of videos, cinemagraphs, stills & editorials distributed across publishers, Stella Artois and talent channels.
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Projects credited in
- Signed For Syria$20,000 raised for Hand in Hand for Syria, one of the only organisations set up to take medical and humanitarian need directly in to the country. Over 100 signed prints curated from both UK and US artists, exhibited in the New Inn Yard Gallery and auctioned on opening night and online. Yumna Al-Arashi, Samuel Bradley, Jean Julien, The Family Acid, Daniel Johnston, Oliver Clegg, Shepard Fairey and many more all generously donated prints.
- Protein x evian®We collaborated with Grown.ish actor and young creative Luka Sabbat for AKQA's 'I Wanna #LiveYoung' campaign for evian®33
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Work history
Global Strategy DirectorProtein
- New York, United StatesFull Time
Protein delivers progressive, multi-format creative campaigns, that challenge traditional models of communication.
Select clients: Anheuser-Busch (Stella Artois, Corona, and innovation team), Danone North America (Evian and innovation team), Nike, The North Face, Jameson Whiskey, Converse, Parachute, Hydro Flask
Senior Creative StrategistProtein
- New York, United StatesFull Time
Transferred to New York to spearhead creative and strategy department for Protein US, driving concepting, development, and integrated activations across the business.
Select clients: Samsung, Cadillac, TOPSHOP Topman, Jaguar Land Rover
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Skills
- Strategy
- Marketing
- Creative Direction
- Client Management
- Brand Creative Strategy
- Production
- Creative Consultancy
- Commissioning Content
- Brand Strategy
Education
MA Culture IndustryGoldsmiths, University of London
- London, United Kingdom
BA Media and CommunicationsGoldsmiths, University of London
- London, United Kingdom
Specialism: Journalism