Masiwei x Sprite: Refresh Chinese New Year

88rising partnered with Sprite China on a national Chinese New Year campaign featuring Masiwei from the Higher Brothers. We were selected out of a competitive process involving 4 major advertising agencies because of our ability to manage the entire campaign process - from creative ideation, talent management, production of the TVC, music video and a custom song, as well as promotion and amplification across our audience in China and globally. 

My role: brand partnerships, talent management, content distribution strategy.