The essays make an argument.
This is where it came from.
Campaigns, placements and press events produced for developers, film studios and brands over four decades — in the languages their Asian buyers actually read.
Asian-market work for the developers who build American cities.
For sale or for lease — from groundbreaking to topping-off to grand opening to the last key.
Brand Strategy · Buyer Programs · Sales Strategy · Community Relations · PR
Mack Urban · Capri Capital
Including nearly every high-rise in L.A.’s Koreatown.
Los Angeles · Orange County · New York · San Francisco · Seattle · Phoenix · Dallas · Atlanta · Miami — and most every city where Asian America lives.
The paper the buyer actually reads at breakfast.
Pages from the archive — placement in the Korean-, Chinese- and Vietnamese-language press of Southern California, and in the national English-language press. In-language work is reported and placed in-market, not translated from an English release.
Click any page to read it at full size.
Anyone can write the release.
The work is who shows up.
Press conferences, sales-gallery openings, studio junkets and premieres — and the Asian-language outlets that covered them.
One tower. Two markets.
Two entirely different arguments.
The Ritz-Carlton Residences at L.A. LIVE, for AEG. The Korean and Chinese campaigns were not versions of each other. They were written separately, from different premises about what a buyer wants to be told.
리츠에 사는 당신, 존경합니다.
“You, who live at the Ritz — we hold you in regard.”
There was no English original to translate. The line was written in Korean, for a reader whose standing is conferred by other people rather than claimed for oneself — so the ad does not praise the building. It addresses the buyer as someone already respected, and lets the address do the flattering.
想體驗賓至如歸的感覺，就要選麗思卡爾頓。
“For the feeling of being received as an honored guest — choose the Ritz-Carlton.”
賓至如歸 is a hospitality idiom with no English equivalent. So the argument moves indoors: the room, the table, the service. The same tower, sold on arrival rather than on standing.
Everything you would have been handed across a table.
This page exists so a first conversation can start where a second one usually does — the work, the number, the face.
A note on method: what is said in a meeting becomes two different memories by evening. What is written stays precise, can be reread, and can travel inside an organization exactly as written. So I begin on paper. Write — and I will answer in writing.
Selected work, spanning agency and independent engagements over four decades. Newspaper pages and photographs are from the HEXA archive; mastheads and dates are as printed. Some engagements were carried out jointly with client and agency teams.
© 2026 HEXA Communications