Producer · Content Strategy · Sports & Entertainment IP
I produce and strategize entertainment and sports IP: original series, creator-led campaigns, live programming, brand systems, and cross-border production.
About / from production to IP development
Producer with a director's background.
I build the systems that move ideas from story to audience, and from attention to revenue.
Trained as a director and worked hands-on across production: script supervision, assistant directing, producing, and line producing on scripted series, branded content, and cross-border co-productions.
Moved into China's short-video and livestream ecosystem, learning how platform trends, creator behavior, and publishing cadence shape audience discovery and IP growth.
Built brand and channel programs end-to-end: identity refreshes, product storytelling, e-commerce launches, sponsorship integration, and offline activations.
Led athlete-IP programs across original series, creator collaborations, live sports events, endorsement campaigns, masterclass-style products, and player education.
Now LA-based, translating China-platform playbooks into global entertainment and sports IP: creator-led campaigns, cross-border production, and US-market storytelling.
WORK INDEX / CASE SYSTEMS
Athlete IP / home-market legend vs China-market localization
Chinese legend, built at home.
A complete athlete-IP program built around original content, creator partnerships, live sports formats, brand partnerships, fashion/editorial value, and commerce.
Global champion, localized in China.
A China-market IP build for an international snooker legend, anchored by original series, local storytelling, event programming, and commercial partnerships.
Pan Xiaoting starts with domestic fame and professional authority. The work is to turn that legacy into platform-native content, events, brand value, and commerce inside her own market.
Mark Williams starts with world-champion credibility, but no local digital system. The work is localization: original series, cultural proximity, tournament storytelling, and commercial entry.
Athlete IP / Chinese legend built at home
10-time world champion · Longtime WPBA professional · China's Queen of 9-Ball · One of the country's most recognizable billiards athletes, with both competitive legacy and mainstream cultural reach.
I led the digital and commercial build for Pan Xiaoting, turning a legendary billiards champion into a platform-native sports IP through original series, creator partnerships, live event programming, brand endorsements, e-commerce, and audience products.
Turning competitive authority into repeatable short-form formats.
A repeatable athlete-challenge format that turned Pan's professional credibility into a city-by-city short-form sports franchise.
A serialized format built around Pan's professional credibility, city-level challenges, and comedic audience entry points. The series kept the athlete IP active, native to short-form video, and easy for platforms to recommend.
Each partnership was built around a specific audience: youth culture, car culture, gaming, filmmaking, and livestream commerce.
Mr. Unicorn is a Chinese-American culture creator known for explaining U.S. youth culture to Mandarin audiences. The collaboration reconnected Pan Xiaoting with the American roots of pool while testing a younger, more cross-cultural billiards style.
Senior Xiaogang, one of Douyin's top automotive creators, led a multi-creator collaboration that used sports-challenge content to bring Pan into the platform's car-culture audience.
Da Sima is one of China's best-known League of Legends streamers and a major draw with young gaming audiences. The collaboration crossed Pan's sports IP into platform gaming culture.
MediaStorm is one of China's leading filmmaking-and-camera-craft creator teams. The collaboration used one high-production video to reveal the visual mechanics of billiards.
Crazy Little Brother Yang is one of China's biggest livestream-shopping creators. The collaboration worked as a creator-led campaign: short-form videos built reach, and a live shopping moment extended the buzz into commerce.
From content IP to live sports programming.
A city-level amateur billiards challenge created with Pan Xiaoting. The format brought the event close to the sport's grassroots community by giving local players a chance to compete, be seen, and play alongside one of China's most iconic champions.
Built around regional rivalry and local "king" storylines, the challenge turned grassroots competition into a livestream-and-short-form content event with built-in sponsor exposure.
The data showed that a grassroots billiards format could hold real-time audience attention, not just generate short-form reach.
ADAPAN Master Lounge turned Pan's studio into a recurring branded entertainment room.
A branded live-entertainment series where Pan invited friends from inside and outside the billiards world into a recurring lounge of conversation, games, and light competition.
Meet the Masters connected Pan Xiaoting and Mark Williams under the WST x Juss Shanghai Masters event ecosystem.
An official Shanghai Masters livestream that put Pan Xiaoting and Mark Williams on screen together under the World Snooker Tour event banner. The event named Pan the Shanghai Snooker Masters "Super Friend" and turned official tournament attention into a three-hour, multi-platform live program across Douyin, Huya (China's largest game-streaming platform), and WeChat Channels.
Huya supported the event with official platform resources across app placements, homepage recommendations, livestream entry points, banners, and social channels.
Pan Xiaoting / crossover, brand, live, and creator-marketing system
Pan Xiaoting's commercial value was built in layers: fashion and image work, automotive ambassador roles, reality and variety formats, esports appearances, cross-sports cooperation, brand partnerships, livestream programming, and Douyin Xingtu creator-marketing campaigns.
These materials show how a billiards champion moved into broader commercial culture, creating the public visibility that later brand, livestream, and Xingtu cooperation could build on.
Magazine shoots, fashion-week visibility, and editorial image work expanded the athlete IP beyond sports performance.
Racing, EV rally, experience-officer, and automotive ambassador work turned sports credibility into mobility-category value.
Reality shows and sports-variety formats made Pan readable as a repeatable guest, competitor, and on-camera personality.
Esports appearances connected the athlete IP with youth audiences, game communities, and platform entertainment culture.
Hosting and football-club cooperation showed the IP could travel across sports scenes while keeping billiards authority visible.
Long-term brand representation, ambassador work, category endorsements, and event-facing campaigns across tire, beauty, beverage, consumer tech, fitness, automotive, and racing contexts.
Home, lifestyle, and automotive program formats positioned Pan as a repeatable commercial guest, host, and sports-culture personality.
Platform live-commerce, World Cup commentary, brand livestream sessions, and event livestreams each served a different business function inside live-operation work.
China-market creator-marketing evidence across automotive, mobility, home, consumer-tech, and smart-home brands, using the correct domestic platform naming: Douyin Xingtu creator marketing.
Athlete IP / global champion localized in China
3-time World Snooker Champion · The Golden Left Hand · Class of '92 · Former World No.1 · Active snooker legend
A Welsh snooker legend known as The Golden Left Hand, Mark needed more than nostalgia in China: new platforms, new language, and a new generation of fans. I built his athlete IP for the China market from zero, turning a world-class snooker legacy into localized content, fan growth, event programming, and commercial value.
Mark Williams had elite global snooker credibility, but no local digital base in China before 2023. The content was not simply to introduce him to Chinese fans, but to make him feel current, local, and emotionally accessible without losing his world-champion authority.
The Mark case was built through repeatable original formats that localized him as a person, a competitor, and a guide into Chinese billiards culture.
Finding Folk Masters. A grassroots challenge format that brought Mark into China's local billiards culture.
A lifestyle and culture series built around food, travel, family moments, Chinese experiences, and everyday humor.
Timely short-form updates around matches, practice, reactions, and Mark's active professional journey.
Beyond social growth, the Mark Williams IP expanded into China-market platform launches, tournament visibility, official event activations, cue-brand partnerships, and long-term commercial value.
Kuaishou and POIZON launches extended Mark's China-market presence beyond Douyin and Weibo.
Kuaishou · POIZON · Douyin · WeiboJoy Chinese Pool Masters participation connected Mark to China's professional billiards ecosystem.
Chinese Pool Masters · tournament-side contentThe WST x Juss Sports Shanghai Masters event-side livestream brought Mark into a multi-platform official sports activation alongside Pan Xiaoting.
Douyin · Huya · WeChat ChannelsZhangyu Cue connected Mark's world-champion credibility to cue-brand sponsorship, athlete roster building, and sales-facing platform assets.
Zhangyu Cue · cue-brand sponsorship · commercial value
Expansion evidence follows the reference order: platform launch, tournament visibility, official event activation, and one compact commercial partnership signal.
Pan Xiaoting and Mark Williams prove two sides of the same operating system: one scales a Chinese legend with existing public recognition; the other builds an international champion's China-market audience from zero.
A Chinese champion with mainstream familiarity. The work expanded her into platform-native original content, creator collaborations, live programming, brand partnerships, and commerce conversion.
A global champion entering China without a local digital base. The work built audience, narrative, event visibility, and commercial value through localized content instead of one-way translation.
Sports product brand / go-to-market system / channel operations
Zhangyu Cue is the clearest from-zero brand case: I led the work that turned Chinese cue-manufacturing capability into a market-recognized sports IP brand across identity, product story, launch content, official channels, athlete credibility, sponsorship visibility, trade-show conversion, and offline community sales.
Turning cue-manufacturing capability into market-recognized sports IP, channels, events, and commerce.
I led brand strategy, product-series development, launch-film production, official channel setup, marketplace entry, Mark Williams ambassador signing, an 11-player roster, tournament sponsorships, trade-show conversion, and club/community sales channels.
I repositioned Zhangyu around craft, Chinese cultural motifs, and competitive credibility, so the brand could speak to players, coaches, clubs, and cue buyers as a premium billiards product instead of a supply-side manufacturer.
The first job was to make the brand legible before sales: logo refinement, visual grammar, product-facing language, and a system that could scale across product pages, launch assets, event stages, and sponsorship materials.
The cue itself became the story. The product layer turned design details, cultural motifs, material language, and craft evidence into buyer value.
I led the product-facing language across design diagrams, macro photography, launch posters, and sales materials, so the Wukong series could travel across e-commerce, trade shows, official channels, and offline dealer conversations.
The 30s and 45s cuts are one launch system, not two separate cases: product storytelling, sales support, and channel-ready campaign material built from the same creative core.
The launch-film assets connected craft, culture, premium pricing, and distribution needs. They were designed to work for official release, short-form distribution, sales decks, and event screens.
This layer translated the brand system into places where buyers could actually discover, trust, and purchase the product.
The athlete layer was not decorative endorsement. It made purchase trust visible: Mark Williams carried global cue authority, Chinese signed players created local usage evidence, and event-side placements showed the product inside real competitive environments.
The signing gave Zhangyu an international credibility anchor that could be used across launch content, product pages, challenge assets, events, and sales conversations.
The signed-player layer created repeated evidence across player accounts, club communities, and tournament-side publishing, so Zhangyu was not only a product poster but a visible playing cue.
Event visibility made the brand feel legitimate beyond e-commerce: table branding, LED wraps, product launch scenes, livestream sessions, and tournament environments all became product trust signals.
The booth turned brand strategy into a sales environment: product display, cultural visual system, on-site demos, media reporting, agent conversations, and dealer leads.
The GBE presence positioned Zhangyu as a premium billiards brand rather than a supplier table. The booth assets supported agent discussions, club distribution, coach networks, and post-event sales follow-up.
Zhangyu shows the work is not only production: brand logic, product story, launch content, athlete programs, sponsorship integration, commerce access, and offline channels were connected into a sellable sports-product business.
Film release marketing / creator-led campaigns / platform rollout
Led a China digital release campaign built around audience reaction, creator seeding, hashtag programming, and screening materials, turning release-window attention into organic word-of-mouth.
Built an emotion-led social release campaign around creator essays, audience empathy, and immersive viewing proof, matching the film's nature-and-connection tone.
Anchored the China rollout with regional screening events, creator coverage, localized social assets, and platform-ready campaign materials.
China-market release marketing for the action title, built around genre-audience seeding, creator explanations, hashtag programming, and Douyin/RedNote distribution.
Production service / branded films / launch content
Official U.S. launch content for NetEase's mobile basketball title, featuring NBA champion and ESPN analyst Kendrick Perkins. The project bridged Chinese gaming with the American sports-media ecosystem.
Athlete documentary at Under Armour's global HQ in Baltimore featuring Chinese national-team athletes across multiple sports, coordinated cross-border and executed on location in the U.S.
Produced A&F and Hollister lifestyle TVCs for China-market seasonal launches, including campaigns featuring 2024 A&F China brand ambassador Li Xian.
Three-year production partnership covering flat graphics, activity shoots, e-commerce assets, brand content, and event marketing for a high-volume fashion-retail content pipeline.
On-location content for Pop Mart's New York City pop-up at Penn Station, captured with a street-fashion treatment for the brand's U.S. market-entry moment.
A 12-episode China-France official co-production web series using cross-cultural comedy to explore scams, misunderstanding, and social friction between China and France. The long still strips stay full because they show the breadth of scenes and production coverage.
National Day music video commissioned by People's Daily, featuring TFBOYS and Tia Ray. Use a small still set plus the official link: the page needs visual proof, while the link remains the verification path.
Channel operations / livestream commerce / community and insights
Rebuilt a TV-shopping commerce brand for short-video discovery by separating official accounts, IP-style content channels, daily programming rhythm, and hashtag packaging. The point was not posting more content; it was creating a small-screen operating rhythm that could make a broadcast-commerce brand readable inside Douyin and video-channel feeds.
The second layer moved the same brand from big-screen sales behavior into livestream sessions, mobile app conversion, and daily small-screen commerce operations.
Built Porsche China's official Douyin presence for a very different problem: keeping high-value luxury automotive tone while finding a more approachable platform voice on Douyin. The work balanced audience growth, editorial restraint, and premium brand identity.
What this shows: a luxury automotive brand finding the right Douyin balance: more accessible than traditional brand film, but still controlled, premium, and recognizably Porsche.
Built a Douyin growth and brand-voice program for Ele.me, Alibaba's food-delivery platform. Unlike Porsche, this was about incremental public reach: during the pandemic window, the all-purpose "Blue Rider" delivery-character idea helped turn the Ele.me courier image into a flexible, useful, mass-market brand asset.
Other strategy / education / playbook systems
Provided trailer strategy consulting for Hell Express: positioning the game's premise, sharpening what the trailer needed to communicate, and making the gameplay tone legible for store pages, video platforms, and editorial discovery.
Public release visibility appears across IGN, Steam, trade press, trailer coverage, and YouTube/GameTrailers. Non-public consulting decks stay out of the portfolio; this section shows only public release materials.
Developed the strategy plan for an ACG venue upgrade, covering venue positioning, spatial programming, IP-led arrival experiences, media-facade content, rooftop activation, circulation logic, phased implementation, and architectural coordination. I also sourced and coordinated a licensed architectural partner to support a code-compliant design process.
Public-facing budget note: the facade upgrade was planned around an overall RMB 30M budget. Detailed pricing breakdowns and commercial terms are intentionally excluded from the public portfolio.
Translated Pan Xiaoting's championship credibility into a paid education product, including course architecture, lesson topics, long-form conversion page logic, and a livestream classroom designed to deliver repeatable instruction rather than a one-off live event.
From championship experience to a structured course, turning professional training, practical decision-making, billiards etiquette, and livestream instruction into a paid education product.
Built around grip, stance, bridge, stroke, position play, aiming, speed control, and match judgment, the course turns an athlete's methodology into deliverable lessons rather than celebrity exposure.
The course page first solves trust: why Pan Xiaoting, what learners can gain, where they should begin, and how demonstrations can be seen inside the livestream classroom. The long page carries the course explanation, purchase rationale, and learning path.
A course product that puts Pan Xiaoting's athlete IP, billiards teaching content, livestream-room build, and paid conversion into one connected path.
Billiards beginners, players who want to improve basic movements systematically, viewers curious about professional training logic, and sports-interest audiences who need a clear learning path.
Learners know how to check their basic movements, understand the relationship between position play and speed control, and turn livestream viewing into practical billiards methods.
Translated platform and athlete-brand experience into a practical playbook for professional esports players: how to build a recognizable content identity during their competitive careers, protect long-term commercial potential, and turn match visibility into a durable personal brand.
Designed and delivered an executive workshop for a traditional enterprise group on using digital media to modernize legacy business models across finance, HR, education, engineering, and related service units. Client details are kept confidential; public materials show the training environment, audience context, strategic framework, and transformation playbook.
Let's build the systems that help them get there.