Wishing you merry very surreal Christmas 2020

Trying very hard not to sum up the year as there is still a few days to go, anything could happen! Let’s focus on Christmas, if you’re new to Thread Christmas cards, this is a tradition as old as time it’s self, maybe older. 2010 some say. Some of our inspiration… Want to know more […]

11 lessons for getting more work for less money from your agency!

After spending five years working in UK agencies and 15 years running my own in China, I’ve seen how some clients get amazing deals, how others waste budgets and agencies take advantage.  I’ve pitched with many partners and against countless competitors, I know their tricks and shortcomings too.  As clients are cutting budgets, yet need […]

 Shanghai’s F&B – What’s the secret sauce?

 Since we’ve all had to stop and catch our breath, I’d like to reflect on a few of the non virus battles. Who’s restaurant survived the last decade? And of those who will survive the virus? Not many, not many at all. Having worked on hundreds of restaurant brands over the years, I’m always staggered […]

Let’s talk about Pitching!(Part 1)

  What is pitching? Agency Pitching is one route clients take when selecting a partner. This is when a client shares the same creative brief with a select number of agencies, who then turn around to hash away at the problem and then pitch their idea or solution to them. Typically agencies don’t get paid […]

Behind Thread Scenes with Christina Tse, Strategist

We’re at it again! When we sit down with one of our Threadsters to pick their brains and get to know them a bit better.  What’s your name? Christina… never Christine or Tina!   What was your nickname as a kid? Funny enough, my first ever nickname was in elementary school and has no meaning […]

2019 Round Up: Top 3 Best F&B rebranding

By Harry Peng, Design Director   Here we are again, a round up of F&B rebrands in China for the year, this time my three best for 2019. If you missed my earlier article, on the top three worst, you can read it here. Without further ado, here are my three favs from last year! […]

2019 Christmas Card: The Making Of

  Every year, we embark on a new adventure for our Christmas Card. No theme is ever the same or even near it! For 2019, that meant heading into a new decade and of course an even more major change. So with that in mind… here’s a peak into the minds of our creatives at […]

Our Surreal Christmas Cards History

2019Cyberpunk 2077 2018The Diner 2017Jurassic Jones 2016Disney Princesses! 2015The Box Set 2014Shanghai Gangsters 2013Ralph Lauren 2012Penguins? 2011Choir Christmas 2010Classic Christmas This is the one that started it all! I think we spent about an hour on it…  and it’s got bigger ever since!


    By Eva Liu, Art Director   A Brand Book acts as the core and soul of a company, bearing the brand’s mission, outlook and values. However, in most cases, brands did their Brand Books before they even needed half of those applications. In such cases, assumptions about applications would often come with impractical […]