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
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.
All Works
Full Portfolio4 Categories
Editorial
Long-Form Content4 Projects
Outsourced
01 Outsourced
DocumentarySeriesDirector
Every Drop Matters
02 Every Drop Matters
DocumentaryCommercialEthiopia
Decode 当下乱码
03 Decode 当下乱码
DocumentarySeriesScience
Huaqiangbei iPhone
04 Huaqiangbei iPhone
DirectorEditorCameraPost
Social
Content
Short-Form & Viral3 Projects
DX Channel 4th Anniversary
01 DX Channel 4th Anniversary
VlogDirectorEditor
DX Channel Behind the Scenes
02 DX Channel Behind the Scenes
VlogDirectorEditor
KScale Labs
KScale Robot Demo
03 KScale Robot Demo
ViralSocial MediaTech
Branding
Content
Commercial & Brand4 Projects
WeWork Member Stories
01 WeWork Member Stories
DirectorEditorSocial Media
Hey Revia
02 Hey Revia
Product LaunchAIDirector
The 8,000 Bus Problems
03 The 8,000 Bus Problems
CommercialDirectingEditing
PopSockets Phone Better 2.0
04 PopSockets Phone Better 2.0
CommercialSeriesBrand
AI-Generated
UGC
Performance Marketing1 Project
AI-Generated UGC Strategy
01 AI-Generated UGC Strategy
StrategyAI-Generated UGCPerformance
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 video director 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.
