ROSEMANCES and 22:22
MV production and art direction; lyrics and featured performance on ROSEMANCES.
Two songs carried into film.
The person behind the feeling
I'm Horace, a Hong Kong creator working across music, film, systems and spaces. I like being close enough to the work to shape it and see it through.
Experience, through the work
2055 Club
I shaped the brand, marketing and visual direction, working with the team on operations, sound and programming.
Brand, launch and operations.
L2 Global Music
From making to shaping.
Video, marketing and operations for a music company, with increasing responsibility for creative direction.
How the thinking formed
Psychology
I studied psychology before moving into creative work. It taught me to look first at behaviour, perception and motivation: what people actually do, and why.
Visual communication
Studying visual communication taught me meaning and hierarchy: how form, order and emphasis decide what is understood first.
Landscape architecture
I studied landscape architecture before moving into creative work. It introduced movement, environment and the relationships between parts: how a place shapes the people in it.
Music
Writing, performing and mixing taught me rhythm and pacing: where to hold, where to move, and how long a moment can last before it stops working. I still use it in film sequencing, interface pacing, and the order a visitor meets things in.
Film
Shooting and editing taught me sequence and attention: what a viewer notices first, what they can hold, and what has to be cut for the sake of the next minute. It carries into how a campaign is structured and how a long piece is paced.
Space
Working inside rooms taught me movement and behaviour: where people sit, how long they stay, whether they talk. The same reading applies to a website's navigation and to any path a person takes through something.
Marketing
Running marketing taught me audience and conversion: what makes someone act, and what makes them leave. It is why a system gets built around behaviour rather than around taste.
Systems
Organising the work taught me relationships and flows: who decides what, what happens next, and where a team gets stuck. It is what lets the other four hold at volume instead of once.
I am drawn to ways of thinking that look for relationships rather than isolated parts, from systems thinking to Chinese correlative ideas such as Wu Xing, where change is understood through cycles, influence and transformation. It shapes how I work: I rarely see a brand, a space, a sound or a digital experience as a separate problem. I look at how they affect one another, where the tension sits, and how a change in one part can shift the whole experience. The medium changes. The thinking travels.
How I work
Judgment stays with people
A process can organise the work. Someone still has to decide what belongs in it.
A workable rhythm
Clear scope, a review point and a next step. Those things give creative work room to happen.
Art direction is not just feedback.
It defines the visual world before execution begins, aligning photography, typography, layout and content around one clear idea.
This helps every touchpoint feel like the same brand, instead of a collection of disconnected outputs.
Open to creative production roles, brand content partnerships and project work.