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Kristine Tsui joins Mirada
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Mirada welcomes director Kristine Tsui to its creative roster of talent for US Commercial Representation.
Award-winning integrated and commercial production arm of Trailer Park Group, Mirada, welcomes Kristine Tsui to its creative roster of talent.
Tsui is a director known for telling stories through a lens of colour and lighthearted fantasy. Her multi-faceted background in creative direction, animation, and photography imparts her work with a visually striking charm that brings unexpected magic into everyday circumstances.
With a portfolio of over 350 videos for beauty and fashion brands, Tsui’s strong eye for telling conceptual and designed stories is well evidenced. She has directed work for global clients including American Express, Bombas, Etsy, Facebook, L’Oréal, Verizon, Lancôme, and Walmart.
"Kristine is an incredibly talented young director with a fresh eye for visual storytelling,” said Anna Joseph, EVP/Executive Producer at Mirada. “Her intuitive sense of creative direction coupled with her colourful and lighthearted style of work, she is a perfect addition to our creative team. We are very excited to have her join Mirada for this next chapter of her directing career.”
Tsui added, "In an industry longing for disruption, Mirada’s reputation for timeless storytelling, paired with a forward-facing posture towards innovation and diversity, is a breath of fresh air. As a genuine fan of Mirada’s work, I’m thrilled to partner with this incredible team who empowers creatives like me to dream bigger.“
Born to immigrant parents from Hong Kong, Tsui is a first-generation Chinese-American raised in New York. After earning a degree in Advertising & Marketing, she explored her creative options, diving in headfirst to photograph hundreds of people, work on big-budget feature film sets, and travel overseas to develop content for brands.
Tsui is a champion of diversity in front of and behind the camera. She believes that representation in media matters because a culture with representation communicates that all humans are worthy of value, dignity, and care. As a result, she consistently works to influence more change by leading with mandates and goals that push for diversity across all departments.
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