Kristine Tsui is a NYC based director with a strong eye for telling conceptual and designed stories that inject a dose of magic into everyday circumstances. Above all, she’s captivated by the role a brand can play in the world and in people’s lives. It informs how she embraces her role in directing unique, problem-solving pieces that never paint with broad-stroke solutions, but aim to excite and advocate for the audience by speaking their language.

As a Chinese-American director, Kristine is also a vocal advocate for diversity and inclusion and strongly believes in a more level playing field. She firmly feels that fighting for representation and gender equality matters, and as long as we narrowly dictate who the storytellers are, a much larger message remains: some stories are worth being told and some aren’t.