Yvonne Cheng is a business and growth-focused creative leader with a diverse background in advertising, design, tech, media & sales.


I am driven to grow products, companies, businesses, and people through creative direction, brand and product strategy.

I’ve overseen creative at agencies such as Droga5 and BBDO, led and inspired creative strategy teams at Tumblr and Yahoo, and managed creative and product teams at early and late-stage start-ups. Currently, I’m the Global Creative Lead at TikTok



••



MTV JERSEY SHORE FIST PUMP TRACKER APP
ROLE: MD at MSCHF (NEW BUSINESS, CONCEPT, CREATIVE AND ART DIRECTION)

The Opportunity: Create excitement and anticipation for MTV’s Jersey Shore Family Vacation reunion show.

The Idea: Just like a step tracker, The Fist Pump Tracker App counts how many fist pumps you can do at a time. Rank your fist pumps on a leaderboard with other fist pumpin’ fans and get pumped for the return of The Jersey Shore!

The Results: Thousands of people used the app within the first few days of its launch. The Fist Pump App won a Silver Clio in the Digital/Website category.

Check out JerseyShoreFistPump.com > 


••



AT&T THE MOBILE MOVEMENT
ROLE: CREATIVE STRATEGY DIRECTOR AT TUMBLR (CREATIVE STRATEGY AND CREATIVE DIRECTION)

The Opportunity: AT&T wanted to authentically speak to millennials with a campaign called The Mobile Movement 

The Idea: Use Tumblr as a campaign destination to reach millennials with content that resonates and inspires their mobile behaviors. Craft content that transcends the behaviors of texting into beautiful forms of artistic expression.

The Results: The Mobile Movement’s content gained the most organic and paid engagements of any brand on the platform. AT&T became an example that other brands followed in how to create content that resonates with the Tumblr community.

Read more about the campaign here >



••



KITTYKEYS
ROLE: PERSONAL PROJECT (CONCEPT, CREATIVE DIRECTION, GRAPHIC DESIGN)


The Opportunity: People love cats on the internet. You can’t use the internet without typing.

The Idea: Create a browser extension that lets you listen to cats’ meows as you type.

The Results: Over 3,000 cat lovers installed it within the first month. As far as we know, no one has uninstalled it yet.

Install KittyKeys now >



••



METLIFE THE100
ROLE: EVP, CREATIVE SOLUTIONS AT WIREWAX (NEW BUSINESS, CREATIVE STRATEGY AND CREATIVE DIRECTION)

The Opportunity: MetLife wanted to do something different with their annual Employee Benefits Trends Study.

The Idea: Create an interactive video with real MetLife employees called Meet The 100 and discover the personal stories behind MetLife’s data on the evolving workforce.

The Results: Higher engagement and interactivity with longer view times than normal  videos.

Watch the interactive video here >



••



UNBABY.ME
ROLE: PERSONAL PROJECT (CONCEPT, CREATIVE DIRECTION AND DESIGN)



The Opportunity: Social feeds were becoming overrun with pictures of our friends’ babies. Something had to be done.

The Idea: The first of its kind browser extension that replaced pictures of babies with pictures of things you'd rather see in your social feeds, like cats.

The Results: Hundreds of thousands of installs. Received press and awareness from almost every single major publication including radio and TV. Started a trend of “replacing” one thing with another thing on the internet.

Watch me talk about Unbaby.me on The Ricki Lake Show >



••



THE FDA THIS FREE LIFE
ROLE: CREATIVE STRATEGY DIRECTOR AT TUMBLR (CREATIVE STRATEGY AND CREATIVE DIRECTION)

The Opportunity: The FDA wanted to celebrate and improve LGBTQ people’s health by encouraging tobacco-free lifestyles.

The Idea: Inspire and grab the LGBTQ community’s attention on Tumblr with inspirational, vibrant, and scroll-stopping content. Deliver facts and information in the captions to inform and educate.

The Results: The FDA became one of the first non profit organizations to successfully reach the Tumblr community and effectively transform perception and intent to quit tobacco usage amongst the LGBTQ community.

Check out This Free Life’s Tumblr.



••



THE NEW YORK TIMES TIMESTALKS
ROLE: CONSULTANT AT THE NEW YORK TIMES (UX/UI, CREATIVE AND ART DIRECTION, WEB AND MOBILE DESIGN)

The Opportunity: The TimesTalks website was neglected and outdated compared to the success of the actual event series.

The Idea: Complete redesign of TimesTalks.com by understanding existing problems from a technical and consumer perspective.

The Results: Increased new and repeat visitors to the site as well as ticket purchases.



••



MMS.COM
ROLE: CREATIVE DIRECTOR AT BBDO (CONCEPT, CREATIVE AND ART DIRECTION)

The Opportunity: MMS.com hadn’t been updated in over 10 years and needed an overhaul to match the fun, vibrant personality of the brand and its characters.

The Idea: Complete redesign of mms.com by understanding existing problems from a technical and consumer perspective.

The Results: MMS.com launch was so successful, Mars decided to use the template for other brands dot com including Snickers, Dove Chocolate and Twix. 



••



VITAMINWATER MUSICAL CHAIRS
ROLE: ART DIRECTOR AT DROGA5 (CONCEPT, CREATIVE AND ART DIRECTION)

The Opportunity: vitaminwater was partnering with Jesse J to make her next music video, only better.

The Idea: Create the first ever music video that was also an interactive video game where users can chase and collect laser gems to win vitaminwater rewards.

The Results: 100s of players joined multiple sessions to play and watch the music video. The experience won FWA’s Site of the Day.



••



THROWBACK WITH GOOGLE PHOTOS
ROLE: CREATIVE STRATEGY DIRECTOR AT TUMBLR (CREATIVE STRATEGY AND CREATIVE DIRECTION)

The Opportunity: Showcase Google Photos features through a campaign centered around throwback photos on your phone

The Idea: Showcase Google Photos unique features like search by creating beautiful, yet achievable content that features nostalgia and senses of comfort and coziness. Invite the Tumblr community to share their own throwback photos.

The Results: Thousands of installs as well as photo submissions through the Tumblr submission tool.



••



Skills

Executive Creative Direction of art, copy, design, UX, production, and product.

Management and mentorship of teams in creative and product-focused companies and agencies.

Creative and brand strategy for consumers and advertisers.

Develop, maintain and sell-through vision, strategy, process, and execution for internal and external audiences.

Sales, business and revenue strategy for start-ups, platforms, products, and agencies.

Sales training and enablement for start-ups to scaled sales organizations.

Corporate and internal communications. Fluent in Mandarin.



••



View my resume here
Say hello at yvonne@mindeveon.com