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One Vision
AI AMPLIFIED
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THIS ISN’T ABOUT LOOKING BIGGER THAN ONE PERSON. IT’S ABOUT MAKING ONE PRACTICE WORK WITH MORE DEPTH, SPEED, AND FLEXIBILITY.
BUILT ON EIGHT YEARS OF PROFESSIONAL DESIGN AND CAMPAIGN EXPERIENCE, AND NOW AMPLIFIED BY AI, THE PROCESS HAS BECOME LEANER, SHARPER, AND FAR MORE PRODUCTIVE. THE THINKING IS STILL HUMAN. THE TASTE IS STILL HUMAN. THE DIFFERENCE IS HOW MUCH FASTER THE WORK CAN COME ALIVE.
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Resume
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HI, I'M ERIK WU, A SENIOR GRAPHIC DESIGNER WITH OVER 8 YEARS OF EXPERIENCE, NICE TO MEET YOU!
CAREER HISTORY
Feb 2024 - Present
Launceston, Australia
Freelancer - Weber Shandwick
- Completing a Master's degree in ICT while integrating AI and emerging technologies into a creative practice to enhance workflows and storytelling.
- Collaborating as a freelance creative on the CROSS project and other projects for Weber Shandwick, contributing to digital creative planning, visual development and campaign execution.
- Open to full-time opportunities where interdisciplinary strengths across design and technology are valued.
Oct 2021 - Jan 2024
Shanghai, China
Senior Art Director - Ogilvy
- Led creative strategy and end-to-end visual execution for Coca-Cola and Sprite campaigns across TV, OOH and digital channels.
- Directed the 'Sprite No Sugar, No Competition' relaunch: led a cross-functional team of 3 designers and 4 engineers, delivering +48% increase in volume share and +12.8% uplift in brand awareness (regional KPI).
- Led the art direction for the 2023 Coca-Cola Brand campaign, shaping creative strategy and execution across TV, OOH and social channels.
- Delivered a +65% uplift in national sales during the campaign month and achieved over 150 million total impressions across social platforms.
- Coached and mentored junior designers, establishing design review standards and increasing team delivery consistency.
Apr 2019 - Jul 2021
Shanghai, China
Art Director - McCann Health
- Led end-to-end creative planning and execution for large-scale visual campaigns across healthcare and FMCG brands, covering brand strategy, key visual development and integrated asset production.
- Developed product communication visuals for Roche, translating complex medical information into clear, effective visual systems.
- Contributed to the award-winning GSK 'Truth of Life' campaign, which received the Grand Prix at the 2019 Cannes Lions International Festival of Creativity.
- Led the campaign for Intragen 2019, driving an 8% increase in winter season sales through campaign packaging and retail experience.
Mar 2017 - Mar 2019
Shanghai, China
Graphic Designer - Publicis.Sapient
- Delivered graphic design and digital creative support across social platforms, contributing to campaign planning and production of visual assets for multiple brands.
- Worked closely with clients including BYD, L'Oréal and KFC, providing consistent creative execution and long-term brand communication support.
- Led the creation of festive illustration content for BYD's official Weibo account (Apr 2017 - Jan 2018), driving an average 40% increase in engagement and supported a previous content performance.
SKILLS
AI is like a map. It shows possibilities but it takes judgment to choose the right path.
Coming from a pro-UI background as a well-rounded designer, I'm able to direct AI with purpose rather than rely on it — using it to accelerate production while maintaining quality and intent. I have strong proficiency in Adobe Creative Suite (Photoshop, Illustrator, and InDesign), with additional experience in Cinema 4D and Figma, and practical working knowledge of After Effects and Premiere Pro.
Brand Experience
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