Executive Creative Director
//Creative Direction & Leadership, Brand Messaging & Narrative Development, Campaign Development, Digital Experience Design, Integrated Marketing Strategy, AR/3D Content Production, Video & Content Direction Product Storytelling, Platform & Microsite UX/UI
HydroPeptide
2020—2022
Responsibilities
As Executive Creative Director, I led the end-to-end vision, strategy, and execution of Acer’s 2022 CES experience, aligning cross-functional teams across design, content, video, and tech to bring a purpose-driven narrative to life—combining creativity with Acer’s deepening commitment to sustainability. Our goal: to elevate a successful digital showcase into a purpose-driven brand platform that authentically connected innovation, storytelling, and responsibility. The result was Reveal, a narrative-led, immersive digital CES experience that showcased Acer’s powerful new product lineup while catalyzing an honest, forward-looking sustainability conversation.
I guided creative development from concept through launch—crafting the Reveal theme, shaping storytelling across digital and social touchpoints, and overseeing immersive innovations including a 360° product showcase, AR experiences, microsite, and sizzle content. I ensured every element reinforced Acer’s sustainability message with authenticity, while elevating user engagement and driving measurable impact.
context
After delivering a fully virtual CES experience in 2021 due to the pandemic—and receiving widespread acclaim—Acer saw an opportunity to deepen the impact of its digital platform in 2022, not simply to replicate success—but to elevate it with purpose. With the global conversation increasingly focused on sustainability and corporate responsibility, Acer committed to aligning its entire CES presence with its environmental goals. But in a market flooded with greenwashing and performative sustainability claims, authenticity was critical. CES 2022 marked a pivotal moment to reposition Acer not just as a technology innovator, but as a global brand championing environmental responsibility with transparency, humility, and intention.
The result was a multi-platform, immersive experience that balanced humility with innovation, transparency with storytelling—and reached millions.
CHallenge
The 2021 digital CES experience was deemed a success by all metrics. But for 2022, Acer wasn’t just looking for another win—they wanted meaning. In a time when greenwashing runs rampant, Acer needed to authentically communicate its sustainability ambitions without overstating impact. The goal: spark a global conversation around progress and accountability, while delivering a visually stunning, deeply engaging digital brand experience.
Strategy
We developed the theme Reveal as both a design directive and rallying cry. It invited Acer to openly share its sustainability journey—acknowledging the road ahead, while highlighting meaningful steps already taken. The theme unified storytelling across touchpoints and set the tone for honest, human-centered messaging: not a declaration of perfection, but a transparent commitment to growth.
The creative theme “Reveal” was developed as a conceptual and emotional foundation: a declaration of Acer’s innovations in sustainable product development and a call to collective action. It acknowledged that the journey toward sustainability is ongoing—and invited customers, partners, and the tech world to join Acer in progress, not perfection.
Our strategy centered on crafting an experience that was as immersive as it was informative, blending storytelling with utility across all channels—while honoring the human truth that transparency builds trust.
Execution
Building on the learnings from 2021’s rushed rollout, year two prioritized refinement and depth. We launched a full digital ecosystem, including:
A robust, custom event hosting platform supporting seamless navigation and scalable engagement.
A fully-rendered 360° product showcase, spotlighting Acer’s new Windows 11 devices and eco-conscious launches like the Aspire Vero National Geographic Edition.
Augmented Reality experiences to bring the products closer to global audiences—wherever they were.
Narrative-rich video content, including highlight reels from regional thought leaders/internal teams, product explainers, and branded storytelling.
A sleek editorial-style microsite, social, and sizzle content to extend campaign life beyond the event.
Cinematic sizzle videos and social content to drive excitement and conversation
Regionalized localization support to amplify reach and cultural relevance globally.
Spotlight: Product Innovation on Display
CES 2022 unveiled a powerful suite of new Acer products, including:
Swift X (14" & 16") laptops with 92.22% screen-to-body ratio and 100% sRGB color accuracy for immersive creative work.
Aspire C27 & C24 All-in-Ones optimized for the new work-from-home era, featuring 12th Gen Intel processors and Wi-Fi 6E connectivity.
Aspire Vero National Geographic Edition, a standout in Acer’s green initiative, using 30% post-consumer recycled plastic and supporting environmental exploration through its design and philanthropic partnership.
Predator Triton 500 SE, Helios 300, and Nitro 5—refreshed gaming beasts with the latest Intel and NVIDIA hardware.
Predator Orion 3000 & 5000 desktops, and X32 OLED displays, for gamers and creators demanding best-in-class performance and visual fidelity.
Each launch was integrated into the storytelling ecosystem, creating a unified message: high-performance, high-responsibility innovation.
The Results
16.3M+ impressions across paid and organic social channels
25K+ unique visitors to the microsite and experience hub
Elevated brand perception through sustainability messaging anchored in humility and authenticity
A blueprint for future events that marry digital innovation with meaningful storytelling
The Impact
Acer’s CES 2022 was more than a showcase—it was a statement. Under the banner of “Reveal,” we helped shift Acer’s perception from hardware innovator to purpose-driven pioneer. The campaign was a masterclass in strategic storytelling, human-centered design, and building brand equity through honesty, ambition, and world-class execution.
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