About - Pinkpanda

Siew-Lin, Cheah

Associate Creative Director, Beautiful Southern California

My creative ethos in two words? Obsession and artistry. I’m fortunate to love what I do, channeling both into every corner of my world.

The world is my classroom, and each day is an adventure, a chance to reimagine, disrupt, and redefine. I thrive at the intersection of creativity and strategy, concepting bold ideas with purpose and crafting experiences driven by impact. Whether through striking visuals or intentional storytelling, I aim to spark emotion and deliver measurable results. Off the clock, you’ll find me deep in unfamiliar cities, immersed in ancient cultures, and chasing inspiration in the unexpected. Cheers!

Experience

Associate Creative Director at TeamOne USA Advertising: Sept 2022 – May 2025 Playa Vista, CA
Visionary Leader at the Forefront of Digital Transformation in Luxury Automotive
Siew Lin is a visionary creative leader who has shaped Lexus’s digital ecosystem through strategy, storytelling, and immersive design. At TeamOne, she spearheaded the Lexus Platform Experience, including the brand’s first seamless 360-degree vehicle journey across web and retail environments.

She directed a cross-functional team of 60+ and oversaw the production of 20,000–50,000 CG assets per model—delivering scalable, premium experiences that define how customers engage with the Lexus brand. Positioned at the intersection of design, technology, and strategy, Siew Lin continues to push digital boundaries and elevate the luxury automotive experience.

If you’ve used Lexus’s configurators to learn about, shop for, or purchase a vehicle or service—or visited a Lexus dealership—you’ve experienced her work firsthand: a unified, premium customer journey shaped by her vision.
Senior Art Director at Wunderman Thompson LA: Aug 2021 – Aug 2022 Los Angeles, CA
Lead creative - concept, design, and crafting seamless innovative campaign work across all UCI Health, and Microsoft product launch web pages and projects. And bringing 200% awesomeness and passion to inspire ideas with my team while managing client expectations. Responsible for overseeing and mentoring designers, junior creatives, freelance staff of writers, and production artists.
Associate Creative Director at Saatchi & Saatchi: 2007 – May 2020 El Segundo, CA
Creative voice and lead on dozens of vehicle reveals and launches with cumulative budgets totaling over $20 million. Concepting, designing, pitches/presentations and completion of brand/content initiatives and solutions across all Toyota properties.

Education

Graphic Design at California State University, Long Beach
Visual Communications at California Institute of the Arts
Drawing and Painting at State University of Purchase

Clients

NISSAN
UCI HEALTH
MICROSOFT
TOYOTA
GMC
LEXUS
SONY

Specialties

Content Creation
Unreal Engine (creative direction)
Automotive CG
Art Direction
Concepts
Photo/Video shoot Art Direction
Branding
Design

Skills

CGI Art Direction
Unreal Engine (creative direction)
Photoshop
Illustrator
Indesign
Google Slide
Keynote
Premiere
Figma
Powerpoint
Pre Press / Press check
Microsoft Office

Pinkpanda

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