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Emotional Storytelling

Exercise 2

Final Project

Parallel Action

Rollin On

High-Converting Social Videos

BIJALA
CUCAC

YONGHUI (JOEY) ZHAO

Brand. Content.
Community.

Columbia Film & Media Studies graduate with experience delivering retail/F&B campaigns, short-form content, product launches and live events.

Combines creative production, audience insights and hands-on execution for emerging consumer brands.

Jersey City, NJjz3911@columbia.edu ↗+1 909-696-5819

01 / EXPERIENCE

Ideas into action.

Jul–Aug 2024

Nuoyun Media Inc.

Marketing & Brand Intern · Irvine, CA

  • Led a 4-person pitch and marketing team for retail, food and lifestyle accounts, supporting $120K in new contracts in one week.
  • Developed localized community and Xiaohongshu content for a specialty food brand, expanding exposure 200%; created 5 videos and a pitch deck in 2 days.
  • Tracked audience engagement and campaign performance; translated insights into content and distribution recommendations for clients.
2025–2026

Unifinity AI Inc.

Founder & CEO · New York, NY

  • Built an AI-enabled social media product from concept through MVP; defined product journeys, positioning and content automation workflows.
  • Coordinated marketing, creative and engineering contributors; researched competitors, audience behavior and market opportunities to guide growth decisions.
May–Aug 2024

Stage Play “We Are Family”

New Media & Advertising Lead · Los Angeles, CA

  • Produced 80+ promotional videos and YouTube advertising with a reported 66% completion rate; supported campaign-led ticket sales.
2019–2022

Huasijin Cultural & Education Venture

Founder · China / Belarus

  • Grew a cross-border education brand through social content and university partnerships; achieved 10% follower-to-client conversion and ¥200K revenue in three months.

02 / SELECTED PROJECTS

Brands. Audiences.
Shared experiences.

2026 · United States

Suntyle Kitchen Ware / Bijala

Brand & Content Work

Developed consumer-facing brand and social content for kitchenware and jewelry projects; the Bijala case study reports 6.5M organic views and 4.4K+ followers with no ad spend.

2025–2026 · New York, NY

Columbia Chinese A Cappella

President & Publicity Lead

Promoted a 300-seat showcase booked out in two weeks; designed sponsor interaction, coordinated production and guest flows, and produced short videos reaching 1M+ views.

Jan 2026 · Las Vegas / Palo Alto

Founders Meetups

Organizer / Host

Executed two startup community events with targeted outreach, online promotion, guest logistics and on-site operations.

2025–2026 · New York, NY

Nine-University Music Video

Director & Producer

Managed 9 university partners and approximately 150 participants, creative assets, production calendars and social distribution.

03 / EDUCATION

Columbia University

B.A. Film & Media Studies

May 2026

04 / SKILLS & TOOLS

Marketing

Brand strategy
Audience segmentation
Campaign reporting
Content planning
Community building
Event coordination

Tools

Premiere Pro
Final Cut Pro
Photoshop · Canva
Excel
Google Analytics 4

Languages

English
Mandarin
Cantonese
Russian

Brand Ad Concepts

Goodluck Hot Sauce

Suntyle · Interactive concept

Suntyle · Product concept

Virtual Dress-on App

Commercial Films

Sumi Lash Salon

Actor interview · 王誉铭

Actor interview · 赵亮

Virtual Dress-on App

CREATIVE VISUAL EXPERIMENTS 01 / COLUMBIA DSL · 2026

HUMAN.IS

An interactive exhibition presented at
Lincoln Center, New York.

INTERACTIVE INSTALLATIONStep closer ↓
The installation display: overlapping portraits surrounded by green detection boxes
01 / THE ENCOUNTERCURIOSITY → PROXIMITY

“You are cute.”
Come closer.

Visitors leaning toward the installation’s laptop screens
02 / THE CLASSIFICATION

A face becomes
a label.

HUMAN IS appreciated.

HUMAN IS lonely.

HUMAN IS fearful.

THE QUESTION INSIDE THE INTERACTION

Recognition
≠ consent.

When did looking become permission?