Axue Wei

In the global realm of advertising and film production, a classic predicament has long persisted; it’s nearly impossible to simultaneously possess time, quality, and budget. For American brands yearning to unlock the vast Chinese market, or for American creative talents aspiring to secure international projects, additional formidable barriers of culture and systems loom large before them. However, a premier commercial video producer from China is poised to challenge the status quo with a solution of her own creation. Axue Wei, the Co-founder and Producer of THG Films, a leading film and TV advertising production company in China. In a recent exclusive interview with our publication, she elucidated in detail the “Global Production Network” and “Agile Production” system she has constructed.

From a Cross-Border Pioneer to an Architect of Industry Systems

Axue Wei’s professional trajectory is, in itself, a narrative of defying conventions. Her background in medicine and entrepreneurial experience in the technology sector have endowed her with a unique analytical mindset and business acumen, ultimately leading to the dedication to her greatest passion: film and television creation. In 2006, she co-founded THG Films, molding it into one of the benchmark entities in China’s film and TV advertising industry. The company has been distinguished as a “TOP 10 Production/Communication Agency of the Year” for three times—in 2019, 2022, and 2025—by “AdQuan”, China’s authoritative advertising platform.

“Axue Wei’s role transcends the mere management of individual projects,” notes Ling Wei, the CEO of THG Films. “Her core endeavor lies in constructing production infrastructure and systems capable of continuously generating creative content of high quality and high efficiency. These efforts are cemented in THG Films’ two major competitive advantages: a global production resource network, and an ‘Agile Production’ methodology that has been tested to the limit by the Chinese market.”

Global Network: A “United Nations” and “Logistics Headquarters” Serving Creativity

According to the official website of THG Films, the company has established a resource pool encompassing over 1,000 collaborative directors from China, Europe, the United States, Japan, South Korea, and other regions, having engaged in deep project collaborations with more than 80 of these outstanding global directors and producers. Concurrently, with eight major film and TV production bases in Beijing, Tokyo, Paris, Vancouver, Los Angeles, and other cities serving as the core, its production network radiates across the globe.

“This network functions like a ‘United Nations’ and a ‘Logistics Headquarters’ dedicated to serving video creativity,” says Axue Wei. “It signifies that regardless of whether a creative concept requires execution in Shanghai, Vancouver, or Tokyo, we can swiftly match the most suitable Director and production team, ensuring unified quality through standardized processes.” For American Directors and freelance producers, this network serves as an efficient and credible access point, enabling them to connect with high-budget, high-specification projects from top-tier Chinese brands such as Shinho Liu Yue Xian, Jade Dynasty, and Mengniu without having to single-handedly navigate the complexities of cross-border production affairs.

Local Wisdom: A “Strategic Partner” in Decoding Chinese Consumer Sentiment

“For American brands, Axue Wei’s value is profoundly manifested in her deep ‘local wisdom,'” states Geng Congzhi, Creative Partner at Tian Yu Kong. Citing the case of the American calcium brand D-Cal, he recounts how Ms. Axue Wei successfully facilitated the emotional integration of an American product into the minds of Chinese consumers.

“While all other brands were eulogizing the greatness of maternal love, we discovered that the genuine pain points of new mothers were actually ‘anxiety’ and ‘self-blame for imperfection.’ However, this remained merely an abstract creative concept; we needed to translate it into a brand story short film capable of moving Chinese new mothers. Axue assembled a film and television creative team consisting entirely of fathers and mothers, ranging from screenwriters to the Director. This team even included renowned Director Dapeng Zhang, a Gold Award–Winner at the One Show Creative Awards—known as the ‘Oscars’ of the global advertising world. The film details, derived from the authentic experiences of the core creative team, instantly triggered a strong resonance among new mothers. This resulted in the marketing campaign far exceeding all expectations, Despite targeting a group of only approximately 17 million new mothers, the project generated over 87 million in social media buzz, with the video’s views exceeding 32 million in its first week. The relevant social media index for the D-Cal brand reached a peak more than ten times that of its competitors. This case became an industry classic in 2019 and was honored with the IAI Awards – Silver Award.”

“Axue Wei acts as a cultural interpreter for brands,” summarizes Geng Congzhi. “The production services she provides are grounded in a profound understanding of market insights and brand strategies, helping international brands bridge cultural chasms and establish deep emotional connections with Chinese consumers through the language of sight and sound.”

Agile Production: An “Efficiency Engine” Born from the Chinese Market

Underpinning all of this is the “Agile Production” system honed by Axue Wei’s team in practice. This system emphasizes data-driven decision-making, rapid iteration, and parallel engineering, validated through extreme stress testing the world’s most fiercely competitive market that is China. According to data from recent collaborative projects provided by Geng Congzhi (Creative Partner at Tian Yu Kong), some outstanding successful examples are: 

Ele.me “Spring Roll” short film whose ultra-low budget of $39,000 generated 630 million reads and over 3 million interactions to become a classic case of low-budget, massive dissemination in 2025.

Ele.me IP Video “The Versatile Big Blue is here!”: Completion of a complex animation project in 20 days that originally required 60 days. In 2025, this swept six authoritative advertising awards, including the NYX Awards – Grand Award and the US International Awards – Best Animation.

Xu Lan, a professor at Shantou University who has previously served as the Creative Director at the 4A advertising agency Dentsu, and as a Judge for the New York Festival and the Effie Awards, commented that these data demonstrate this “Agile Production” system can shatter the industry’s traditional “impossible triangle” of “budget-time-quality.” This will provide brands with a new path that offers a higher probability of success in a market of high uncertainty.

“The requirements for speed and efficiency in the Chinese market have spawned this methodology forged under ‘stress testing’,” states Geng Congzhi. “I believe that introducing it into the Hollywood system will inject newfound flexibility into American domestic production processes, helping production teams gain a competitive advantage in budget control and scheduling certainty. This essentially provides an ‘efficiency code’ for the American creative industry.”

Future Vision: Building a Two-Way Value Bridge in Los Angeles

Looking to the future, Axue Wei has a clear strategic plan: she intends to establish a new film and television production company in Los Angeles. “This is by no means a simple overseas expansion,” she emphasizes. “I aspire to conduct a ‘bidirectional value grafting’.”

On one hand, she will bring the “Agile Production” system validated by the Chinese market, the global resource network, and a profound understanding of Chinese consumers to American clients and partners. On the other hand, she also yearns to deeply integrate Hollywood’s top-tier narrative technology with Silicon Valley’s cutting-edge AI technology to upgrade the existing production management systems. “Ultimately, I hope to create a new business paradigm characterized by ‘Hollywood quality, Asian speed, and a global network,'” Axue Wei articulated her vision. “This will create more diverse and stable global employment opportunities for the American Directors and Producers we collaborate with while enhancing the overall collaborative efficiency of the American film and TV advertising industry, but more importantly, it will provide a battle-tested ‘China growth solution’ for American brands seeking to win the next super market.”

At a time when the process of globalization faces new challenges, what Axue Wei and her THG Films represent is precisely a solution that dissolves divides and creates win-win outcomes by building a systematic collaborative network. Professor Xu Lan remarks that Wei’s practice demonstrates that when creativity encounters systems, and when local wisdom connects with a global network, the exchange of commerce and culture has the potential to unleash value beyond imagination.

Axue Wei, Co-founder and Producer of THG Films, possesses nearly two decades of experience in film and TV advertising creation and video marketing, having served over a hundred top-tier international and domestic brands. Axue Wei has been honored with more than 10 international and Chinese awards, including the TITAN Women in Business Awards – Outstanding Female in Video Marketing, MUSE Creative Awards – Platinum Award, US International Awards – Best Animation, NYX Awards – Grand Award, and Cannes Corporate Media & TV Awards – Silver Awards. She has also been invited to serve as a Judge for numerous authoritative international advertising awards, such as the Effie Awards, Shop! OMA Awards, and MMA-SMARTIES™ China Awards. Due to her practice in the field of AI video marketing, Ms. Axue Wei was appointed as a Final Review Expert for the inaugural “AI+Martech Business Awards.”