NEW YORK, USA // Sy-J Cheng is an Oxford-born Brit of Hakka-Cantonese Chinese descent, and a naturalized U.S. citizen. With a background in design, Sy-J fell into advertising by accident through Wieden+Kennedy, working as an art director on Nike in Amsterdam, London, and Shanghai. She’s a creative hybrid, a designer and an art director forged in the furnaces of multidisciplinary brand design, editorial, and advertising shops. With a love of art direction, design, and strategy, Sy-J strives to put concept and beautiful craft expression at the core of both design and campaign work.

In addition to Nike, she has worked on brands for clients including AB InBev, Condé Nast, Target, Google, GAP, EMI Records, Spotify, Ad Council, Infiniti, Design Museum, and Swarovski, among others. Her work has been recognized by Clio Sports, The One Show, Art Directors Club, AICP, Design Week, Graphis Design, LIA, Cannes Lions, and D&AD.

FCB New York was recently named ADC and One Show Global Agency of the Year. They’ve also won the 2024 Craft Agency of the Year at Cannes for Michelob Ultra’s “Lap of Legends” and Spotify’s “Spreadbeats,” which garnered a Grand Prix in Digital Craft. For their work with Michelob Ultra, FCB New York won two Sports Emmys for “McEnroe vs McEnroe” (2023) and “Dreamcaster” (2024).