Founder profile

Summer Cheng

Founder of UNREAL Creative
Former ByteDance Key Account Growth Lead
13 countries · 56 cities · A global creative eye · ¥1B+ brand growth

A strategy for trust and distribution

Content should do more than present a brand.

Having travelled across 13 countries and 56 cities, Summer brings a global creative eye to every brand she builds. Her work has influenced more than RMB 1 billion in annualised brand growth GMV.

Summer has always believed that content earns its value through trust and distribution. Different brands need different outcomes at different stages. Some need awareness and mental availability. Others need conversion and measurable GMV.

She founded Nexreal so every marketing dollar could have a clear objective and a practical path to execution. If the goal is awareness, the exposure needs to be deep enough to matter. If the goal is business growth, the incremental result needs to be real.

Before UNREAL

Seven years inside platform and brand growth.

Before founding UNREAL Creative, Summer spent seven years in digital communications and brand marketing. She served as a Key Account Growth Lead at ByteDance, the company behind TikTok, and worked in brand growth at Meituan.

She led integrated marketing for more than 100 leading brands across tourism, FMCG, entertainment, retail and international beauty. Her client experience includes Starbucks, Sephora, Apple, Mercedes-Benz and WEWORK, with more than RMB 1 billion in annualised brand growth GMV influenced by the work.

Her experience spans ecommerce livestreaming, short-form video, media matrices, IP collaborations and city-scale tourism projects. The work was designed to create both cultural attention and commercial outcomes.

Selected outcomes

100+Leading brands across multiple industries

¥1B+Annualised brand growth GMV influenced

50M+Exposure for a tourism digital art exhibition

1:12Average ROI across Sephora livestreams

Tourism

50 million plus exposure

A digital art exhibition generated over 50 million impressions and encouraged large-scale organic creator participation.

New category growth

From zero to industry Top 1

An immersive-space concept was built from launch into the leading position in its category.

Starbucks

¥70 million GMV in three days

A New Year campaign translated attention into a concentrated commercial result.

Sephora

500 plus livestreams nationwide

A scaled national livestream programme delivered an average return on investment of 1:12.

What this changes for every UNREAL project.

Summer brings platform-level thinking into the room before the camera turns on. Each project starts with the audience, commercial objective and distribution context, then the creative is built to serve them.

A clear job for the content

Every film is anchored to the outcome the brand needs now, from trust and awareness to qualified demand and conversion.

Creative native to the platform

Ideas are shaped for how audiences behave across Chinese and Western platforms, not simply resized after production.

A release plan that compounds

The shoot creates a system of assets that can work across campaigns, social channels, sales conversations and future releases.

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