Audi A5 · Launch Live Edit
Live Edit · 9:16 Re-cut
Cut on site during the launch and published the same day. Excerpt — full edit under NDA.
Creative Direction & Brand Management
I direct the work — and I own the number.
I started behind a camera. Five years in production and media — camera, edit, lighting, graphics, coordination — across TV, digital, ads, live events, press and news. I have worked every entry-level seat in that room.
Then I opened a small restaurant and ran it for three years. Every wrong decision came out of my own pocket. That is where I learned to read a P&L.
Now I run brands — strategy, pricing, content, live selling, ad spend. Most people who can make the work can't read the sheet. Most people who read the sheet can't make the work.
I ran client brands on live commerce — denim, jewellery, supplements. No additional headcount. No additional budget.
The role
Agency side. With each brand I was their marketing counterpart — positioning, offer design, pricing, creative direction. On live I owned the numbers outright: audience, engagement and sales, broadcast by broadcast.
What changed
฿3M — highest monthly GMV on record for a brand in the portfolio.
+40% over that brand's previous single-day record, at 2× the median day. I ran the live and sold on camera myself.
฿150K of monthly ad spend identified as non-converting and cut, with no drop in sales.
Categories & disclosure
Fashion and denim, jewellery, beauty, FMCG, supplements. Also ran on-site sales operations for Saha Group brands, including Wacoal, at the group's annual trade fair.
Brand marks and product identifiers are kept out of frame by agreement — every figure here is verifiable on request.
Live Edit · 9:16 Re-cut
Cut on site during the launch and published the same day. Excerpt — full edit under NDA.
Earlier, 2017 to 2021 — production and media: broadcast news carried by 42 stations, branded social for a 1.5M-follower channel, government and corporate campaigns, and live multi-camera events. Full list on request →
I do not always start from my own footage. What I control is the cut, the grade and the pace — the part that decides whether anyone stays past the first second.
Brand repositioning
Flagship podcast. Audience analysis, host scouting, and a phased relaunch gated on performance data — built for short-form discovery.
Partnership structuring
Tripartite economic forum with a Thai government ministry. MOU and budget structure, speaker sourcing, approval gates and risk controls.
Go-to-market launch
90-day plan. Shifted acquisition to OTAs and B2B partnerships at 15% revenue share. Decoy pricing, and CAC modelled by channel.
Growth model
฿170K / month operating model. ฿340 CPO ceiling against ฿120–150 margin. Test / Kill / Scale rules, and KOL tiering with a replenishment-driven retention loop.
Open sample
The four above are under agreement. This one is not — the brand is invented, so the whole plan can be read in the open: positioning, product truth, hero film, KOL structure, two audiences, six-month content plan.
137K
organic views on TikTok · nine videos · zero paid
Built from zero — no followers, no seed audience, nothing to launch from.
3,000 likes. 181 comments. All of it organic. The account still sits at 120 followers, so the views ran roughly a thousand times past the audience.
Muay Thai fight statistics, turned into short-form. One hard rule — no face, no voiceover, no shoot. Cost per clip near zero, publishable every day, by anyone.
It is also the hardest kind of account to grow: no personality to follow, no face to recognise. Every view has to be earned by the story inside the numbers. Concept, design, edit and distribution — all mine.
@muaydataofficial ↗i.
I set the look, the pace and the standard. Coming up through production means I know exactly what I am asking for and what it costs to make. On my own work I still cut it myself. On a team, I direct.
ii.
A good format keeps running after I leave. That is the only test I trust — and the two I have built are both still running.
iii.
P&L, unit economics, cost per order, margin. I read every campaign from the far end first — is there real money in it, or only reach?