Clear thinking, made impactful.
Elvis Cheung
Practice
Dyson kept me at their head office for two years. Not as staff.
As the outside creative who worked inside their design system instead of around it. That is a different job from the one most freelancers get hired for, and a harder one. You do not get to be recognisably yourself first.
I started in 2009. Advertising, art direction, brand design, delivered directly and through agency partners. Red packets for Harvey Nichols at Lunar New Year. A gift box for a client I can only call AP, where the structure had to be clever and completely invisible. A monthly content retainer with Seiko, sitting inside their marketing team, which turned out to be a fractional role before I had a name for it.
Since 2025 generative AI has run through my whole production pipeline, on paying work rather than experiments. It shortens the distance from concept to approval. It has not lowered what the client signs off against.
I built two things of my own to stay honest about that. KLAS teaches people who cannot code to make real work with AI. Adventure.Mia is twenty-three short films that hold one AI character steady while everything around it changes, which is the part nobody notices until it slips.
Specialty
Direction
Campaign, packaging, print
Strategy through to the finished frame, held in one pair of hands. Premium and luxury brand codes, where the craft has to survive production.
Brand
Systems that outlive me
Positioning, identity, and the rules that keep it consistent after handover. A system nobody can apply without me is unfinished.
AI production
Concept to final asset
Generative AI across visualisation, mock-up and delivery. AI video with character consistency, proven over twenty-three films.
Brands I have worked with
With thanks to the brands who have trusted me over the years, some directly and some through agency partners. I am always glad to meet the next one.
Who it's for
If you are one of these, we should talk.
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Founders and business owners, any industry, who need senior creative judgment and cannot justify a senior salary.
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Companies putting their teams through AI training, who would rather learn it from someone using it on paying client work than from a slide deck.
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Brands due a rebrand, where the identity stopped matching what the business actually became.
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Teams that need a seasoned art director or creative director on the work itself, not supervising it from a distance.
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Anyone who wants a creative partner for the long run, rather than one project and a handover.