Tong Lu is the Founder and Creative Head of Mindstorm, leading the agency’s creative vision, strategy and global development.

With more than 18 years of experience in advertising and creative communications, Tong has worked at leading agencies including JWT, TBWA, Leo Burnett, Saatchi & Saatchi, McCann, DDB and Bates, creating integrated campaigns for global brands across luxury, automotive, fashion, sports and lifestyle.

An experienced commercial film director, Tong combines creative leadership with a strong understanding of production and visual storytelling, taking ideas from concept through to final execution.

In 2023, he founded Mindstorm to build a more agile, culturally fluent agency bringing strategy, creativity and production together across markets. Under his leadership, Mindstorm has worked with brands including Hennessy, Cloudy Bay, Coca-Cola, Cadillac, Sony, ASICS and Swarovski.

Today, Tong oversees Mindstorm’s creative output and global direction across China, the US and international markets.

Sean Hu is Co-Founder, Director of Strategy & Operations, and UK Business Director at Mindstorm, overseeing agency strategy, operations, UK market development and client relationships.

He joined Mindstorm three years ago as an international client liaison, connecting teams and clients across China and Europe. He later moved into Account Services, contributing to strategy, creative development and project delivery for brands including Hennessy, ASICS, Cloudy Bay, Swarovski, Kiehl’s and Trip.com.

Before advertising, Sean worked in London across finance, data and business intelligence, building a commercial and analytical foundation that continues to shape his approach to business and creative strategy.

With experience across the UK and China, Sean brings a cross-cultural perspective to his work. Today, he focuses on the agency’s long-term growth, international operations and building lasting client partnerships.

Ray Lei is Executive Creative Director at Mindstorm, bringing more than 20 years of experience in advertising, integrated creativity and creative leadership.

Throughout his career, Ray has led multidisciplinary teams across online and offline communications, developing ideas that connect brand strategy, culture and consumer experience. Prior to Mindstorm, he held senior creative roles at Leo Burnett Shanghai, LINKSUS and W.

His experience spans integrated campaigns, digital and social, brand experiences and creative activations for leading international and Chinese brands including Arc’teryx, Mammut, Salomon, ANTA, Li-Ning, Huawei, Tmall, Kohler, McDonald’s and Unilever.

Ray believes in long-term creative thinking—building ideas with lasting relevance rather than short-lived attention. At Mindstorm, he leads integrated creative teams across disciplines and platforms, working closely with strategy, business and production to turn ambitious thinking into distinctive, relevant and enduring creative work.

James Tufekci is a Senior Program & Operations Manager specializing in localization, content operations and cross-functional project management.

His career spans leading names in entertainment and technology, including Crunchyroll (Sony Pictures Entertainment), Netflix, Apple, ICANN and ESTsoft. Across these roles, James has built multilingual production pipelines, managed complex localization workflows and developed vendor partnerships supporting global content operations.

His background combines creative and technical disciplines, from film directing and cinematography at UCLA Extension to hands-on experience with Trados, WorldServer, Jira, Airtable and Python-based workflow automation. He is also a Certified Scrum Master and is currently pursuing his PMP.

Bilingual in Turkish and English, James brings a cross-cultural perspective shaped by working across US and international teams. His focus is on building scalable, resilient operations and strengthening the processes and partnerships that help creative and content teams work effectively across markets.

Evan Liu is Senior Art Director at Mindstorm, bringing six years of experience in advertising, visual communication and integrated creative development.

Prior to Mindstorm, Evan worked at leading creative agencies including Hylink and DDB, where he developed extensive experience across integrated campaigns, digital & social, visual storytelling and brand experiences.

Throughout his career, he has worked with a diverse portfolio of brands including Hennessy, Sony PlayStation, ASICS, Yamaha, 360, Wrigley and BenQ, spanning luxury, gaming, sports, technology and FMCG. This broad category experience has shaped his ability to adapt visual thinking to different audiences while maintaining a distinctive creative point of view.

Evan believes strong art direction goes beyond making things look good. It is about finding the visual idea that makes a concept instantly understood, remembered and felt. At Mindstorm, he works across concept development, art direction and visual execution, collaborating closely with creative, strategy and production teams to transform ideas into distinctive brand experiences.

Ann Bai is North America & APAC Business Director at Mindstorm, bringing more than 25 years of experience in brand building, business strategy, marketing and regional leadership.

Her career spans North America, Greater China, Japan, Korea, India, Australia, New Zealand and Southeast Asia, with experience across brand and product strategy, go-to-market planning, channel development, retail, e-commerce and consumer experience.

Having led cross-cultural teams and regional operations across diverse markets, Ann combines global business perspective with deep local understanding. Her multidisciplinary background across marketing, sales, advertising and commerce enables her to connect brand ambition with commercial opportunity and sustainable growth.

At Mindstorm, Ann leads business development across North America and Asia Pacific, identifying cross-market opportunities, developing long-term client partnerships and bringing together strategy, creativity and commercial thinking to help brands navigate complex international markets and grow across regions.

Mia Hu leads business development and client partnerships for Mindstorm in the US, connecting brands, opportunities and creative resources across the US and China.

With six years of experience spanning business development, client advisory and market operations, Mia brings a strong commercial perspective shaped by go-to-market planning, customer acquisition, promotional strategy and cross-border business.

Her experience across international supply chains and consumer businesses gives her a practical understanding of how brand strategy connects with operations, distribution, customer experience and growth. At Mindstorm, she works closely with clients and creative teams to identify opportunities, shape briefs and turn ideas into commercially relevant solutions.

Beyond Mindstorm, Mia is the owner of JY BizAssist LLC and has advised more than 25 business owners on launching and developing their businesses, bringing an additional entrepreneurial perspective to her work.

Jie Xian is Japan Business Director at Mindstorm, leading business development, client partnerships and market growth in Japan.

With more than 20 years of advertising experience, Jie has built his career in Tokyo, including time at Dentsu and other international agencies. His expertise spans business development, account leadership, brand strategy and integrated marketing communications across automotive, consumer electronics, FMCG, luxury and technology.

Having worked extensively with both Japanese and global brands, Jie brings a deep understanding of Japan’s business culture, consumer landscape and agency ecosystem. He has led client relationships and cross-functional teams from strategic planning and creative development through production and market execution.

At Mindstorm, Jie focuses on expanding the agency’s presence in Japan, developing new opportunities and long-term client partnerships, while connecting strategy, creative and production capabilities across Japan, China, the US and Europe.

Roger Young is Business Director at Mindstorm, bringing more than 15 years of experience in advertising, integrated marketing and client leadership.

Prior to Mindstorm, Roger built his career at leading international agencies including Publicis, DDB and Bates, developing expertise across business development, integrated marketing communications, digital and social, and brand activation. His experience spans sports, luxury, technology, FMCG, wines and spirits, automotive and new energy vehicles, working with brands including adidas, ASICS, Li-Ning, Salomon, Hennessy, Kohler, Polestar, Tencent, Alibaba, Continental Tires and Swarovski.

Roger combines strong commercial thinking with hands-on experience, from identifying business opportunities and shaping communication strategies to leading client relationships and coordinating multidisciplinary teams.

At Mindstorm, he leads business development and key client partnerships, working closely with strategy, creative and production teams to turn business challenges into focused solutions and long-term value.

Wuren is US Executive Producer at Mindstorm, leading film production and production partnerships across the United States.

A graduate of the School of Visual Arts in New York with a BFA in Film/Video, she has built her career across commercial filmmaking, branded content, documentaries and independent cinema. Her experience includes work for Hennessy, Tiffany & Co., Intel, miHoYo, iFLYTEK, Bosideng and JNBY.

Working across New York and Los Angeles, Wuren brings hands-on experience across every stage of production, from budgeting, scheduling and crew building to location management, on-set production and post-production.

Fluent in English and Mandarin, with Japanese language skills, she brings a strong cross-cultural perspective to international productions. At Mindstorm, Wuren works closely with directors, creatives, clients and production partners to take ambitious ideas from creative concept through production to final delivery.

Daisy is an Account Director at Mindstorm Shanghai, leading client relationships and integrated campaign delivery across a diverse portfolio of brands.

With over 10 years of experience in advertising and client services, she has built her career at leading international agencies including JWT, TBWA and Saatchi & Saatchi, working across luxury, beauty, fashion, lifestyle and FMCG.

Her expertise spans client leadership, integrated campaign management, creative development, digital and social communications, and production. Daisy combines a strong understanding of business priorities with creative ambition, bringing clients and multidisciplinary teams together to turn complex challenges into clear, actionable solutions.

At Mindstorm, she works closely with clients, strategists, creatives and production teams from brief through delivery, ensuring projects remain strategically focused, creatively ambitious and executed to a high standard.