A Crazy idea is only crazy until it saves a life.

It started with a dark news in Thailand: a woman k*lled in a parking lot. It hit hard. It turned our proactive War-Room into something else entirely. We realized that even though our XPENG can do incredible things, it stays silent if the owner is attacked just 20 meters away.

This wasn't about shooting another shiny car commercial. This was about getting our hands dirty; our client literally invited us to smash the car and we did (yes, for real 🔨for danger checks). We poured the soul into the project by coding the backend and building the systems side-by-side with the client.

We didn't just meet the brief. Honestly,
there was no brief to begin with. 

More than making the impossible is to elevate XPENG from a tech-first company to one that is both tech-first and human-centric. When a client trusts the madness, magic happens.

Role: Involved in the whole process.
Concepting, Art directing, UI designing,
Supervising production.

Agency: YDM Group (FCB & Mullenlowe Thailand)
CCO, Anuwat Nitipanont