Beyond production, I develop content strategies grounded in performance data — using AI-generated UGC to outperform traditional content at a fraction of the cost.
3–5x
Higher Sales Performance
AI-generated UGC vs. traditional human UGC
5x
Lower Cost Per Purchase
Average cost per result (purchase) on paid campaigns
AI + Data
Strategy Approach
Performance analytics informing creative decisions at every stage
Clients ·Murad
Experience
12+ Years in ProductionFull Pipeline
Freelance Director / Producer / Editor
01
Independent · Jan 2021 – Present
Directed and produced branded content and commercial documentaries for global clients including Michelin, LVMH, SONY, Peugeot, Croda, and Nature Portfolio. Managed international production teams executing projects across China for US and European clients.
Senior Program Director
02
DX Media · Apr 2017 – Jan 2021
Directed 30+ short science documentaries end-to-end for a Chinese social media channel with 2M+ followers. Launched and oversaw Decode — a mini-doc series averaging 500K views per episode on Bilibili, Weibo, and WeChat.
Product Video Producer
03
TCL Technology · Mar 2014 – Mar 2017
Produced brand and e-commerce video content for TCL's consumer electronics range, managing multiple simultaneous productions across product launch cycles.
Curated Projects
Focused Visual ShowcaseChosen Works
WeWork Member Stories
01 WeWork Member Stories
DirectorEditor
The 8,000 Bus Problems
02 The 8,000 Bus Problems
CommercialMichelin
Decode 当下乱码
03 Decode 当下乱码
DocumentarySeries
LVMH
LVMH Import Expo
04 LVMH Import Expo
MotionDesign
Every Drop Matters
Every Drop Matters
05 Every Drop Matters
DocumentaryCommercial
AI-Generated UGC Strategy
06 AI-Generated UGC — Murad
StrategyAI UGC
Experience
Full Production PipelineEditor → Producer → Director
Freelance Director / Producer / Editor
Jan 2021 – Present
Independent
Directed and produced branded content and commercial documentaries for global clients including Michelin, LVMH, SONY, Peugeot, Croda, and Nature Portfolio. Managed international production teams executing projects across China for US and European clients.
Senior Program Director
Apr 2017 – Jan 2021
DX Media
Directed 30+ short science documentaries end-to-end for a Chinese social media channel with 2M+ followers. Launched and oversaw Decode — a mini-doc series averaging 500K views per episode on Bilibili, Weibo, and WeChat.
Product Video Producer
Mar 2014 – Mar 2017
TCL Technology
Produced brand and e-commerce video content for TCL's consumer electronics range, managing multiple simultaneous productions across product launch cycles.
Content Strategy
Documentary
Branded Content
Video Editing
Sound Design
Motion Design
Directing
Producing
About Weichun
Who's This?Hello, Hi, Hey
I'm Cham, a creative strategist and producer specializing in data-driven content strategy and branded video — from concept to final cut.
With 10+ years across documentary, branded content, content strategy, and motion design, I work the full pipeline — from performance-driven creative strategy and shoot direction to editing, animation, and final delivery.
Always with the same goal: turning complex stories into precise, engaging visual work that drives measurable results.
Feel free to reach out — let's talk about your next project.
