About

Content strategy meets visual storytelling

Hey, it’s Yu Check Tsang here. I’m a content director, photographer, and videographer based in Rotterdam, The Netherlands.

My Background

What started as a hobby gradually became a career. My love for photography grew alongside videography while I was traveling the world. After watching over thousands of hours (and counting) of YouTube videos, experimenting nonstop, and starting my own projects, I taught myself everything from the ground up: from developing ideas to production, editing and finalizing the deliverables.

Almost 10 years later, I’ve worked across a wide range of projects, including events, festivals, weddings, corporate productions, and commercial campaigns for businesses across different industries.

Working closely with businesses across different industries also made me increasingly interested in what happens beyond the production itself: how brands position themselves, how they communicate, and how content contribute to their growth. Over the years, I’ve developed a strong understanding of marketing, branding, and content strategies and incorporated this in into my own work.

I particularly enjoy working on challenging projects where I can think alongside the client, find creative solutions, and turn ideas into something that genuinely strengthens the business or brand.

How I work

I combine visual storytelling, creative direction, and strategic thinking to create content that doesn’t just look good, but has a clear purpose for their specific targets and the platforms the content is posted on.

1. Strategy first

Every project starts with understanding the business and its objectives. Working across different industries and with international clients, including The Emirates Group, gives me more insight on how client positioning work. What works for a luxury brand may not work for a construction company, just as the visual language of hospitality differs from corporate communications or an event campaign. Rather than applying the same formula to every client, I look at the bigger picture: what the brand wants to communicate, who it needs to reach, and how content can support that goal.

2. Efficient production

In order to minimize disruption and maximize output, I always plan accordingly. Discussing details is not a luxury, but a necessity. I believe working together with clear communication will get us the best results.

3. Long-term thinking

Rather than approaching every project as a one-off production, I aim to understand the bigger picture and create content that continuously creates value long after publication or when the project has been finished.

Clients & Industries

My clients and the industries I work with ranges from corporate, retail, hospitality, travel, luxury, construction, entertainment, weddings and events. Working with different clients and across different industries gave me different perspectives when approaching a project.