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Board of directors

Alan Lee

Executive director
Alan has over 18 years of experience in Creative & Design industry,
responsible for ideas generations and project management, as well as overseeing the implementations of marketing strategies for different industries, including media creatives, branding and online related projects. His area of focus ranges from pre-visualization and original creative designs to CGI effects and compositing, as well as 3D animations and product work flow design.

Willy Kwong

Development Consultant
Willy Kwong is a Master of Sociology at the Chinese University of Hong Kong. He has over 10 years of experience in management and development. His services include the creation of Hong Kong, the Hong Kong Branch of UNESCO, the Hong Kong Blind Union. At the same time, Willy is also a client development consultant for Globe Creative and Manhattan Management Consultants Limited. He has participated in a number of major infrastructure and cultural projects including the tender for the WKCD, the Central-Wan Chai Bypass, and the Dead Sea Visits.

Fion Yau

Co-founder/ director
Fion is a a founding director in Rubber Boy Academy and Flamesquads Creative Ltd. Fion has a reputation for creating and developing company brand that deliver change with impact; cooperating with every single unit to deliver and manage targeted goals.


Elsie Tsui

Elsie Tsui has extensive experience as both a corporate executive and a management consultant. Prior to setting up her consulting business, she has worked for the Asia office of !What If? Innovation Partner, a leading innovation consultancy, based in Shanghai. Specialising in innovation management, innovation capability building and organisation transformation, she has led many high impact training and workshops for the leaders from Fortune 500 companies across Europe and Asia. She has also adopted business innovation methodology to support social innovation in the non-profit sector.

Before starting her consulting career, Elsie has worked for Coca-Cola China for 8 years. As the deputy head of the Public Affairs & Communications function, Elsie has led a cross-regional team of 14 people, covering Hong Kong, Taiwan and mainland China. She was also instrumental in setting up an in-house training and mentoring project called the PAC Institute for her team and the business partners.

With the passion in teaching, Elsie used to teach the Innovation and Change Management module, a part of post-graduate diploma programme for the Institute of China Business, Hong Kong University SPACE. Elsie is also a part-time lecturer for CUHK Business School.

Elsie majored in Sociology and minored in Journalism & Communications at the Chinese University of Hong Kong, and graduated with the first class honours. She also holds a MBA from the Judge Business School, University of Cambridge, UK. She is now pursuing her DBA at Grenoble School of Management researching about the collaboration networks of social enterprises in Hong Kong, using the social network analysis methodology.

Elsie was born in Thailand and grew up in Hong Kong. She has worked in Hong Kong, Shanghai and the UK, and speaks fluent English, Cantonese, Mandarin and Thai.