I’m Kristine, a NYC based commercial director and creative director.
I tell thoughtful, conceptual stories that inject a dose of magic and color into everyday circumstances.
My creative journey begins with my folks who are masters of mixing artistic mediums. My mother is a fashion design boss lady and my father is a combo photographer / sound engineer / musician / laser specialist / karaoke slayer. Being devout DIYers, I was taught the power of working with my hands and using a little to make a lot. They secured my forever-love of all things fantastical & bold by way of annual Disney World visits and an affinity for British h̶u̶m̶o̶u̶r̶ humor by way of Mr. Bean VHSs.
When it comes down to it, I’m obsessed with brand stories, brand identity, and the people who define those narratives. It informs how I embrace my role in directing unique, problem-solving pieces that never paints with broad-stroke solutions, but aims to excite and advocate for the audience by speaking their language.
I’m also a huge supporter of diversity and fair representation in media. As long as we narrowly dictate who the storytellers are, a much larger message remains: some stories are worth being told and some aren’t. As a Christian who’s a first-generation female Chinese-American, this hits close to home. Under-representation desecrates my belief that all humans are made in God’s image with intrinsic dignity and value. Here’s a telling figure - of the top-grossing 1,200 films released from 2007 to 2018, only three were directed by Asian-American females. That’s .25%. (See more numbers here.) However bleak it’s been, many incredible strides are being made and I’m excited to see (& make) more.
Thanks for checking out my work and please reach out! I love meeting new people, hearing their stories and sharing why I believe there’s more to the world than meets the eye.