Hello! I’m Shan. I create initiatives to grow your audience and build strong connections with the communities you aim to inspire.
Selected Works
Tribeca Festival Marketing Campaign
2023
Brut Media x Tribeca Festival Partnership
2023
2018
TIFF Audience Development Plan
2017
The Front Media (A+E Networks Venture)
2016
VICE Media Video Production
Tribeca Festival Marketing Campaign: Transforming an Industry Festival into a People’s Festival
Times Square, New York City
My Role: Marketing Strategy | Campaign Management | Creative Direction | Team Development
The Tribeca Festival (formally known as the Tribeca Film Festival) is a top U.S. festival that has expanded to celebrate storytelling in all its forms. The 22nd edition of the festival took place June 7-18, 2023, featuring 550+ events across New York City with highlights including Tribeca Talks with Paul McCartney, David Fincher, and musical performance by Cyndi Lauper.
Recognizing the opportunity to broaden the festival’s reach beyond those in the film industry, I expanded the festival promotion strategy to meet a culturally engaged audience where they were. This included placing billboards and wild postings in high-traffic, targeted areas crossed New York City, along with launching optimized organic and paid media campaigns that effectively communicated the festival’s inclusivity and broad appeal.
Brut Media x Tribeca Festival Partnership: Reaching Value-Driven Gen Z Audience
My Role: Partnership | Content Strategy | Video Production Management
Brut Media is a leading global digital media platform with a highly engaged Gen Z audience. For the 2022 and 2023 Tribeca Festival, Tribeca partnered with Brut to produce the festival’s official interview series, featuring celebrities like Chance the Rapper, Jane Fonda, Steve Buscemi, Seth Meyers, Steve Aoki, and more.
Leading this partnership, I saw a great opportunity for Tribeca to share its commitment to social impact with a global Gen Z audience that values it. Working closely with Brut, we secured interviews with relevant talent and designed a content strategy that effectively reached our target audience. The series was well-received on platforms like TikTok and Instagram and was part of Tribeca’s submission to the Webby Awards, where it became a finalist in the Social Media, Live Streams, and Events category.
TIFF Audience Development Plan: Cultivating Sustainable Partnerships with Canada’s Diverse Communities
My Role: Community Outreach | Marketing Strategy | Project Management
Toronto International Film Festival is one of the world’s most prestigious film festivals, drawing an average of 250,000 attendees each year to its star-studded, 10-day event.
To strengthen TIFF’s connection with audiences from underrepresented communities, I led a project with an external agency to launch TIFF’s official WeChat channel, a widely used platform within the Chinese community. By partnering with influential Chinese groups and media in Canada, such as Fetechinoise and WeWorking Women, we increased engagement with Chinese films at the 2018 Festival through initiatives like ticket giveaways. These efforts boosted the visibility of films such as Joy Luck Club by Wayne Wang, Shadow by Zhang Yimou, and Baby, starring Chinese superstar, Yang Mi.
The Front Media: Building a Platform for Stories Told from the Perspective of Women
My Role: Strategic Planning | Creative Direction | Team Development | Client Management
As part of the A+E Networks Ventures, the Front Media is an award-winning documentary studio dedicated to supporting women filmmakers through innovative production and distribution methods.
In my role overseeing the studio’s creative development and video production across original series and commissioned content, I mentored filmmakers on effectively conveying their unique perspectives through visual storytelling. From long-form interviews to social media content, we produced work that both aligned with the studio’s mission and engaged the viewers with diverse viewing habits.
VICE Media Video Production: Setting Trends for Millennials Who Seek Authenticity and Adventure
My Role: Directing | Producing | Editing | Team Development
VICE Media is a digital and broadcasting company known for producing content that resonates with the millennial generation.
From 2009 to 2016, I edited, produced, and directed for a diverse portfolio of VICE channels and series, including MUNCHIES, NOISEY, and The Creators Project. As an Asian American, I’ve been particularly passionate about presenting Asian culture to Western audiences in ways that challenge stereotypes. I produced and directed episodes for Huang’s World with celebrity chef Eddie Huang, “Kingdom of the Little People” from VICE Guide to Travel—which has garnered 6.6 million views on YouTube to date—and “Bringing the Art of Sushi to Harlem: The Sushi Chef Shinichi Inoue,” celebrating the craftsmanship and innovation of sushi-making.