https://sai.wtf sai he ✦ creative director Tue, 23 Sep 2025 18:48:57 +0000 https://sai.wtf en https://sai.wtf/Apple-Snap-a-Mole Thu, 03 Jul 2025 16:43:33 +0000 sai he ✦ creative director https://sai.wtf/Apple-Snap-a-Mole Apple “Snap-a-Mole”TV✦ A real-life game of whac-a-mole using Camera Control on iPhone as the mallet. ✦ Director:&nbsp;Tom Kuntz Art Director:&nbsp;Alex ChapmanWriter: Sai He CD:&nbsp;Caio Giannella, Simon Cenamor GCD:&nbsp;Alan Buchanan,&nbsp;Brooks JacksonProducer: Chris AveryEditor: Russell Icke Music: Hechizeros Band — “El Sonidito” Music Supervisor: Charlotte von Kotze Sound: Aaron ReynoldsDoP: Rodrigo Prieto https://sai.wtf/Old-Spice-Curls-Are-Cool Tue, 08 Nov 2022 19:19:50 +0000 sai he ✦ creative director https://sai.wtf/Old-Spice-Curls-Are-Cool Old Spice“Curls Are Cool” WEB FILM ✦A ridicurlous music video fever dream for Old Spice Wavy Curly hair care.All to prove our hairpothesis: ~~~Curls Are Cool~~~ Curls so cool, the smorgasbord of bonkersness became loopable social cutdowns. <img width="750" height="422" width_o="750" height_o="422" data-src="https://freight.cargo.site/t/original/i/10cf94563cb1a2b31929dc6020148612a0354fdb11e395eda2aa671b93bd9646/Ride-The-Wavy-16x9.gif" data-mid="158426586" border="0" src="https://freight.cargo.site/w/750/i/10cf94563cb1a2b31929dc6020148612a0354fdb11e395eda2aa671b93bd9646/Ride-The-Wavy-16x9.gif" /> <img width="750" height="422" width_o="750" height_o="422" data-src="https://freight.cargo.site/t/original/i/a18c88a9127676d0cd43e734b45601bc437d5709b4524893ac21331468a14b95/Curl-boom-16x9.gif" data-mid="158426585" border="0" src="https://freight.cargo.site/w/750/i/a18c88a9127676d0cd43e734b45601bc437d5709b4524893ac21331468a14b95/Curl-boom-16x9.gif" /> <img width="600" height="750" width_o="600" height_o="750" data-src="https://freight.cargo.site/t/original/i/3d52af9ea77d17d8995fbe61b0c7017008aa164bcd12d7242806c18454af897f/ezgif-2-dc8f42712e.gif" data-mid="158435338" border="0" data-scale="100" src="https://freight.cargo.site/w/600/i/3d52af9ea77d17d8995fbe61b0c7017008aa164bcd12d7242806c18454af897f/ezgif-2-dc8f42712e.gif" /> <img width="600" height="750" width_o="600" height_o="750" data-src="https://freight.cargo.site/t/original/i/539bfc342011b70e394ea154d0fac390c16d1c26955a07897939d5f57997e68f/ezgif-2-d79b089088.gif" data-mid="158435337" border="0" src="https://freight.cargo.site/w/600/i/539bfc342011b70e394ea154d0fac390c16d1c26955a07897939d5f57997e68f/ezgif-2-d79b089088.gif" /> Curls so cool, a creative leader with Good Taste showered us with praise. ✦ Director:&nbsp;Yousef Art Director:&nbsp;Sam PerryWriter: Sai He CD:&nbsp;Erik Fahrenkopf, Sara PhillipsProducer: Eunice Pang Music:&nbsp;H33ra Agency: Wieden+Kennedy https://sai.wtf/Old-Spice-x-Arby-s-Ultimeat-Dreams Tue, 08 Nov 2022 22:31:29 +0000 sai he ✦ creative director https://sai.wtf/Old-Spice-x-Arby-s-Ultimeat-Dreams Old Spice x Arby’s“Ultimeat Dreams”BRAND COLLAB ✦When Old Spice “discovered” the “cure” for meat sweats, we devised a collab of epic portions. Au jus in? Meat sweats, meet Meat Sweat Defense: Old Spice x Arby’s kits engineered to conquer any meat mountain, from Everoast to Meatterhorn. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e7c59660d74da8b11ebf05884fb8f90922cfd58a0c48067ed68300956a4d68f3/Artboard-1-copy-4.png" data-mid="158429255" border="0" src="https://freight.cargo.site/w/1000/i/e7c59660d74da8b11ebf05884fb8f90922cfd58a0c48067ed68300956a4d68f3/Artboard-1-copy-4.png" /> <img width="2400" height="1600" width_o="2400" height_o="1600" data-src="https://freight.cargo.site/t/original/i/8c0a8e4fd6c7ef24a3e5e4116eccdc2c49697445d6b31c0119a20ec30d91a51e/KV_2.jpg" data-mid="158427824" border="0" src="https://freight.cargo.site/w/1000/i/8c0a8e4fd6c7ef24a3e5e4116eccdc2c49697445d6b31c0119a20ec30d91a51e/KV_2.jpg" /> <img width="2400" height="1600" width_o="2400" height_o="1600" data-src="https://freight.cargo.site/t/original/i/d595e8839d14d26baaa8e2409f129d5d14ab1d81b17344f02504e9229c027339/KV_1.jpg" data-mid="158427819" border="0" src="https://freight.cargo.site/w/1000/i/d595e8839d14d26baaa8e2409f129d5d14ab1d81b17344f02504e9229c027339/KV_1.jpg" /> We spent months pixel-peeping roast beef. Now might be a good time to mention I’m vegetarian. <img width="1906" height="1072" width_o="1906" height_o="1072" data-src="https://freight.cargo.site/t/original/i/265baf719c5b95232c8a4e8b5d37c2238a2003b936e6833f06066bf817f73819/ultimeatdreams2.png" data-mid="158526592" border="0" src="https://freight.cargo.site/w/1000/i/265baf719c5b95232c8a4e8b5d37c2238a2003b936e6833f06066bf817f73819/ultimeatdreams2.png" /> <img width="2546" height="1394" width_o="2546" height_o="1394" data-src="https://freight.cargo.site/t/original/i/760dbdb75db848b99b139645ae627ac52a293c51e088d691fa3cd8252a167c7e/ultimeatdreams.png" data-mid="158526591" border="0" src="https://freight.cargo.site/w/1000/i/760dbdb75db848b99b139645ae627ac52a293c51e088d691fa3cd8252a167c7e/ultimeatdreams.png" /> ✦ Director:&nbsp;Ruganzu Howard Art Director:&nbsp;Ashley Veltre, Jahmal Landers Writer: Sai He CD: Erik Fahrenkopf,&nbsp;Sara Phillips Producer: Eunice Pang Editor: Eric Hill Agency: Wieden+Kennedy, Fallon https://sai.wtf/Trolli-Gooniverse Tue, 08 Nov 2022 22:42:10 +0000 sai he ✦ creative director https://sai.wtf/Trolli-Gooniverse Trolli“Gooniverse”TV✦ Such burst. Much gush. We introduced Trolli Sour Bursting Crawlers by giving them some hella goosome lore. We also came up with this nonsensical tagline. To my (and absolutely no one else’s) dismay, it beat out “Bursting with Excrement!” <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/c6aecdcc1bc4d63239c70fae949da0ce48fc5223e6b4c6da2857921a921b200c/deliciouslyexplodey.gif" data-mid="158439162" border="0" src="https://freight.cargo.site/w/800/i/c6aecdcc1bc4d63239c70fae949da0ce48fc5223e6b4c6da2857921a921b200c/deliciouslyexplodey.gif" /> ✦ Director:&nbsp;Renee Zhan Art Director:&nbsp;Dan KooWriter: Sai He CD:&nbsp;Darcie Burrell, Lawrence Mellili Producer: Sarah Sweeney Illustrator: Sam Lyon Agency: Wieden+Kennedy https://sai.wtf/Apple-Introducing-iPhone-Air-2 Tue, 23 Sep 2025 18:48:57 +0000 sai he ✦ creative director https://sai.wtf/Apple-Introducing-iPhone-Air-2 Apple“Air, now on iPhone” DESIGN FILM✦ We wanted to make something raw and soulful to announce iPhone Air to the world. Our directors called it “a meditation on design.” To achieve their vision, we used a mesmerising blend of practical and CG effects. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/941a3c88180e19f9db370d1219cdb1c24d0e35dd81ac79c6ebe6c91f1e606c6c/Air_1.gif" data-mid="238573595" border="0" src="https://freight.cargo.site/w/1000/i/941a3c88180e19f9db370d1219cdb1c24d0e35dd81ac79c6ebe6c91f1e606c6c/Air_1.gif" /> <img width="1267" height="713" width_o="1267" height_o="713" data-src="https://freight.cargo.site/t/original/i/f7af20db28918dc80b9cc4a556de8f5aefb554998863d103b62604b292c6fdad/Air_2.gif" data-mid="238573606" border="0" src="https://freight.cargo.site/w/1000/i/f7af20db28918dc80b9cc4a556de8f5aefb554998863d103b62604b292c6fdad/Air_2.gif" /> <img width="1267" height="713" width_o="1267" height_o="713" data-src="https://freight.cargo.site/t/original/i/27ef7cb8fc252b5fca4e8a2aa667707ee7062e309023221c105f3ca11c95b5bf/Air_3.gif" data-mid="238573612" border="0" src="https://freight.cargo.site/w/1000/i/27ef7cb8fc252b5fca4e8a2aa667707ee7062e309023221c105f3ca11c95b5bf/Air_3.gif" /> <img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/8290465f97da94251f68a5318ad1db81d12dacbcb46923fbed76ce9015f79e19/Air_5_1x_LR.gif" data-mid="238574000" border="0" src="https://freight.cargo.site/w/960/i/8290465f97da94251f68a5318ad1db81d12dacbcb46923fbed76ce9015f79e19/Air_5_1x_LR.gif" /> <img width="1229" height="691" width_o="1229" height_o="691" data-src="https://freight.cargo.site/t/original/i/b9b31084f0aa9bc675feac6dc6b8e8cdf9a0352d36b433a462ade24040a42c70/Air_7.gif" data-mid="238577391" border="0" src="https://freight.cargo.site/w/1000/i/b9b31084f0aa9bc675feac6dc6b8e8cdf9a0352d36b433a462ade24040a42c70/Air_7.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7f1e53cfb7c1fe066658c5977fb813ec26ca89d3819a6d40829df1bcbac2f6c8/Air_4.gif" data-mid="238573766" border="0" src="https://freight.cargo.site/w/1000/i/7f1e53cfb7c1fe066658c5977fb813ec26ca89d3819a6d40829df1bcbac2f6c8/Air_4.gif" /> We included an homage to the Air that started it all. Seeing it in the Apple Event was cool, I guess!? ✦ Director:&nbsp;Jungle Art Director: Alex Chapman Writer: Sai He CD:&nbsp;Caio Giannella, Rob Messeter GCD:&nbsp;Alan Buchanan,&nbsp;Brooks JacksonProducer: Christina Wells Editor:&nbsp;Rami D’Aguiar, Angela Hsu Music:&nbsp;Clark — “Lambent Rag” Music Supervisor: Charlotte von KotzeSound: Ben Tomastik, Teneal Boone DoP: Andrew Palermo VFX: Company3 https://sai.wtf/NZ-Transit-Agency-Liberated-Drivers Mon, 22 Sep 2025 22:13:01 +0000 sai he ✦ creative director https://sai.wtf/NZ-Transit-Agency-Liberated-Drivers NZ Transport Agency“Liberated Drivers”TV✦ In this govt. PSA, we reframed distracted driving by giving Aotearoa a compelling reason to drive phone-free.It all arose from one line written around the fifth rebrief:Let driving distract you. ✦ Director:&nbsp;Jakob MarkyArt Director: Frances Cook Writer: Sai He, Kiah Nicholas ECD: Brigid Alkema Agency: Clemenger BBDO https://sai.wtf/JetBlue-Flybabies Tue, 08 Nov 2022 23:09:20 +0000 sai he ✦ creative director https://sai.wtf/JetBlue-Flybabies JetBlue“Flybabies”WEB FILM / PR✦ For Mother’s Day, we turned flying with crying babies into a good thing. The mile cry club went Extremely Viral and landed in the MoMA permament collection. ✦ Director:&nbsp;Joris Debeij Art Director:&nbsp;Alyssa CavanaughWriter: Sai He, Athanasia Efthimiu CD:&nbsp;Amy Ferguson, Julia Neumann, Ben Salsky Agency: MullenLowe https://sai.wtf/Personal-Slack-Attack Wed, 17 Jan 2024 19:50:59 +0000 sai he ✦ creative director https://sai.wtf/Personal-Slack-Attack Personal“Slack Attack”INDEPENDENT PROJECT✦ Wake up to your worst nightmare.I turned the Slack notification into a masochistic alarm tone. Am I an evil genius or a corporate-simping degenerate with a perverted sense of humor? Absolutely. Grab the ringtone and continue for setup instructions lol. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9af2c6dce75bdc72d41755d3c8069f1198b22869ceab5d8b7e0aecfd5aeeb500/slackattack.001.jpeg" data-mid="202069716" border="0" src="https://freight.cargo.site/w/1000/i/9af2c6dce75bdc72d41755d3c8069f1198b22869ceab5d8b7e0aecfd5aeeb500/slackattack.001.jpeg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c14a61160f1168e7fecffb17231d8236150f4d6e22b4ea97f685047ca00794fc/slackattack.003.jpeg" data-mid="202069720" border="0" src="https://freight.cargo.site/w/1000/i/c14a61160f1168e7fecffb17231d8236150f4d6e22b4ea97f685047ca00794fc/slackattack.003.jpeg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/315f6a9a199ed17b60020107bd675b34683e09ec6cf5ee1965d6112615ca2fce/slackattack.005.jpeg" data-mid="202069719" border="0" src="https://freight.cargo.site/w/1000/i/315f6a9a199ed17b60020107bd675b34683e09ec6cf5ee1965d6112615ca2fce/slackattack.005.jpeg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/31409466bbe8473acae715c8e5ae84f5eada28f06ac2e16b81f34788762c9b5f/slackattack.007.jpeg" data-mid="202069718" border="0" src="https://freight.cargo.site/w/1000/i/31409466bbe8473acae715c8e5ae84f5eada28f06ac2e16b81f34788762c9b5f/slackattack.007.jpeg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c0fbbb4f4fbcdbe433b901f6f7b097e986ecbce6fddb6efbc92055e8ddf38091/slackattack.009.jpeg" data-mid="202069717" border="0" src="https://freight.cargo.site/w/1000/i/c0fbbb4f4fbcdbe433b901f6f7b097e986ecbce6fddb6efbc92055e8ddf38091/slackattack.009.jpeg" /> ✦ Made independently with Me, Myself, and I. https://sai.wtf/Old-Spice-Men-Have-Skin-Too Tue, 08 Nov 2022 22:38:17 +0000 sai he ✦ creative director https://sai.wtf/Old-Spice-Men-Have-Skin-Too Old Spice“Men Have Skin Too”TV✦ If it looks and sounds like a primetime drama, it’s probably a quartet of Old Spice :30s shot by a Succession&nbsp;director with celeb cameos from Patti LaBelle and Nia Long. I. “Mother-in-Law”IMPOSSIBLY SMOOTH SKIN. A POSSIBLY OVERBEARING MOTHER-IN-LAW. DEON’S FATE LIES IN HER MOISTURIZED HANDS. II. Car Ride AN UNMISTAKABLE SCENT. AN UNFATHOMABLE BETRAYAL. OLD SPICE GENTLEMAN’S BLEND IS AT THE HEART OF THE DRAMA. III. Skincriminating Evidence GENTLE ON HER SKIN. GENTLEMAN’S BLEND ON HIS MIND. A RELAXING BATH JUST BECAME A TUB-OF-WAR. IV. Therapy DEON’S FEELINGS ARE VALID. BUT GABRIELLE’S FEELING COMPLETELY MOISTURIZED. IT’S ON THEIR THERAPIST TO SMOOTH THINGS OVER. ✦ Director:&nbsp;Kevin Bray Art Director:&nbsp;Jahmal Landers Writer: Sai He CD: Erik Fahrenkopf, Sara Phillips Producer: Sarah Sweeney Editor: Kelly Lyon Agency: Wieden+Kennedy https://sai.wtf/Old-Spice-Smello-Confidence Tue, 21 Feb 2023 20:05:53 +0000 sai he ✦ creative director https://sai.wtf/Old-Spice-Smello-Confidence Old Spice“Smello Confidence”GLOBAL TV ✦ If loving Old Spice is wrong, we don’t want to be stage right. <img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/f3fb1aa68e2820d5e4bb6f4269164967819c23be015da502eff8eaba91816c9d/OS_Playbill1.jpg" data-mid="169216471" border="0" src="https://freight.cargo.site/w/1000/i/f3fb1aa68e2820d5e4bb6f4269164967819c23be015da502eff8eaba91816c9d/OS_Playbill1.jpg" /> ✦ Director:&nbsp;Anna Himma Art Director:&nbsp;Ashley Veltre Writer: Sai He CD: Erik Fahrenkopf, Sara Phillips Producer: Amanda Weiss, Rafael Sanchez Music: Walker Agency: Wieden+Kennedy