Creative Thinker,

Hello I’m Christel, Senior Creative at 1000heads APAC in Sydney. I lead creative strategy, ideas and direction, with a constant curiosity for what makes people tick. I turn those human truths into work that live naturally across social and activation spaces.

I’ve partnered with brands like UNIQLO Australia, Webflow and Microsoft AI Genius, shaping ideas that are culturally aware, socially fluent and genuinely useful — the kind that people actually want to engage with and hopefully remember.

At the core of how I work is collaboration. I love bringing together different human perspectives – instinct, emotion, lived experience and blending that with the precision and efficiency of machines. It’s where human instinct meets intelligent tools, and where the best ideas tend to take shape.

Over the past 16+ years across three cities, I’ve built a career creating work that connects with consumers, communities and culture. Before 1000heads, I was Creative Director and Creative Partner for Global Business at DDB Hong Kong, leading agile teams and regional APAC campaigns, and pushing for more diverse, open ways of making ambitious ideas happen.

I’ve judged at shows like Cannes Lions, picked up a mix of creative and effectiveness awards along the way — including a Grand Effie, and I still enjoy the adrenaline of a good pitch (some things never get old).

Outside the rush of agency life, I’m drawn to the quiet pace of slow living. And one day, I intend to make a comeback and cross the finish line of marathon number four, ideally without questioning my life choices at kilometre 32.