Mother Shanghai Appoints Trio of Creative Directors

Mother has announced three new creative directors in Shanghai. The trio represent different approaches to talent, and take up their roles with immediate effect. They are Moon Qi, Kim Liu and Abe Chuang.

Moon Qi is a homegrown talent; she is one of Mother Shanghai's proudest achievements, promoting her to creative director. Moon is never one to back down from a challenge - her recent creative successes include work for The Woolmark Company and Rimowa. Moon is proud to be one of the few, if not the only, female creative directors from China's farthest province, Xinjiang. She has been with Mother since 2021, and before this, she had experience at Wieden+Kennedy and BBDO.

Kim Liu is a boomerang, known lovingly to all as 'Haha' due to his trademark deep and booming laughs. Kim joined Mother Shanghai in 2019 and has worked on Beats by Dre, Supercell and Tencent. However, he left to work on Apple’s annual blockbuster spot at Media Arts Lab with award-winning director Peng Fei. This goodbye didn’t last forever. This year, he proved us right by returning home to the Mother Family. Kim has a great deal of experience at domestic and international agencies. He’s also turned human saliva into Photoshop paint brushes, which can be seen in It’s Nice That.

Abe Chuang is a creative import. Born in Los Angeles and raised in New York City, where he wrote for Chase, Covergirl, Pizza Hut, Trident, Thorne, and nearly every other brand in between. Following that, he travelled to Tokyo to write for brands including Nike, Uber Eats, Google, EcoFlow and Sigma Alimentos. Now, as a creative director at Mother, he spends the majority of his time writing for a home improvement company. Abe took a scenic route to Mother after travelling from Los Angeles to New York to Tokyo. Before Mother, he was at Droga5 and R/GA.

Winson and Wanshi, partners at Mother Shanghai, commented: “Finding the best talent is something Mother takes very seriously. Nurturing and developing it at Mother, scouring the world for incredible people to bring to China or looking at different stages of a career - the three appointments show that great talent comes from anywhere, if you keep an open mind and focus on what their mind can achieve.”