Contact me

My work spans end to end strategy, from audience research to strategic story system  

All projects

Strategic Open Brief Case Study | Gen MZ in Economic Downturn

LEGO – THE MINDFUL PLAY FOR BURNOUTS

Strategic Case Study | Sanitary Brand Entry into Vietnam

MOLPED – COMPASSION FOR EVERY PERIOD

Strategic Open Brief Case Study | Singapore Market Tourism Repositioning

SINGAPORE – THE MULTI-AWEE GETAWAY

Strategic Open Brief Case Study | Gen MZ Gap Year Mindset in Vietnam

MILITARY – STRATEGIC MOVE TO YOUR EDGE

Strategic Open Brief Case Study | Reframing Ritual for Vietnam’s Legacy Redefiners

CREMATION – A PRESENT FAREWELL THAT LINGERS

Strategic Campaign | When Unlived Possibilities Demand to Be Lived

SAMSUNG FLAGSHIPS – UNFOLD THE UNLIVED

Strategic Campaign | When Everyday Fragments Shape Who We Are

SAMSUNG FLAGSHIPS – UNFOLD WHERE HIDDEN LIFE MATTERS

Communication Strategy | Reframing a Restaurant as a Cross-Cultural Culinary Channel

ORYZ SAIGON – BRIDGING CULTURES THROUGH FOOD

Strategic Platform | Turning Fundraising into shared culture experience

CULTURE-LED FUNDRAISING – WHEN MUSIC BECOMES MEANING

Tri brings flair into everything he does parking excitement with insights that ignite every creative brain cell. He impresses with a work attitude so steady and positive that frustration never seems to touch him. His openness stands out too, he listens, understands, and truly values your point of view. And when you need to brainstorm, he’s always there, ready and reliable.

Tri is the flair we didn’t know we needed but are grateful to have.
Kevin Astin Beltran
Creative Director, Cheil Worldwide
Tri has worked under my supervision for over a year, spanning our time at Phibious and now at Cheil. He is a modern Strategic Planner: agile, data-literate, and culturally tuned-in to the Vietnam market.

He has consistently delivered strong strategic plans and is a reliable collaborator who integrates well with creative and account teams. It’s been a pleasure seeing his career trajectory firsthand, and I value his contribution to our team immensely.
Bebs Abrillo
Strategic Planning Director, Cheil Worldwide
Tri brings strong strategic sharpness and clarity to every project, quickly distilling complex business and communication challenges into clear, actionable directions, while also creating early space for alignment and open discussion that keeps the team energized and collaborative from the start
Giao Quynh
Associate Account Director, Cheil WorldWide
Services

With a focus on strategy and usability, I help clients turn complex challenges into effective solutions.