Clear thinking, made impactful.
Elvis Cheung
Founder
Hi, I’m Elvis Cheung.
I am the Founder and Creative Director of Bju Project.
Fifteen years, and three things have never moved: a refusal to let quality slide, a habit of understanding a brand properly before touching it, and a standard I keep raising on myself.
I spent two years embedded at Dyson head office, working inside their exacting design system rather than around it, and four years alongside Seiko's marketing team as their on‑site partner. Those years taught me how to deliver precise, considered work within the frame a top‑tier brand sets.
Since 2025, generative AI has been standard equipment on my commercial projects. It has shortened the distance from concept to approval considerably. What I sign off against has not moved an inch.
To stay honest about the technology, I built two things of my own. KLAS takes people with no coding background and gets them to finished, usable work with AI. Adventure.Mia is where I solved the hardest detail in AI film: holding one character steady across a whole season.
For me, AI is a fluent brush. The decisions that matter, and the soul that goes into the work, still come from a person.
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 across a full season.
Capabilities
Four groups, one pair of hands.
Most of this has shipped for paying clients. The rest I built on my own products first.
Brand and direction
- Brand strategy and visual identity systems
- Art, campaign and photography direction
- Writing the brand guidelines
- Guiding the handover
Print and packaging
- Packaging design
- Seasonal gifting, red packets included
- Out of home
- Print production
- Premium finishing
Film and AI production
- Film direction
- AI video generation
- AI character consistency
- Vertical social cutdowns
- Concept visualisation and mock‑ups
Digital and training
- Website design and build
- Long‑running content retainers
- AI training for in‑house teams
- Tooling and pipeline set‑up
Beliefs
Four things I will not trade away.
1. Authentic Intelligence, not just AI
AI drives the making. I put the soul in. Tools buy efficiency, but commercial instinct and aesthetic judgment stay in human hands.
2. Nothing sits between the brief and the work
One person leading an AI production team, present from the first listening to the last stroke. Nothing is lost in relay, and the version that reaches you always carries a senior maker's full attention.
3. Speed never comes out of quality
Generative AI has shortened the distance from concept to approval considerably. How particular I am at sign‑off has not eased at all.
4. Good design has to survive a handover
An identity that only works while I am in the room is decoration. Work your team can pick up, carry on easily and land properly is the only kind that is genuinely finished.
Brands I have worked with.
Technology and product
- datatone
- ServiceNow
- Dyson
Finance and institutions
- Bloomberg
- BNP Paribas
- Bank of Communications
- HKEX
- HKMC Annuity
Watches
- Seiko
- Grand Seiko
- Lorus
- ALBA
- Pulsar
Retail, fashion and lifestyle
- Harvey Nichols
- LAKH
- Hannah
- Washi
- UFC Gym
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 any of these is you, I am here to help.
01
Founders and business owners, in any industry, who need senior creative judgment but cannot justify a senior salary.
02
Companies arranging AI training for their teams, who would rather learn from someone using it on real client work than from a slide deck.
03
Brands due a rebrand, where the identity stopped matching what the business actually became.
04
Teams who need a seasoned Art Director or Creative Director with their hands on the work, not supervising it from a distance.
05
Anyone who wants a creative partner for the long run, rather than one project and a handover.