Having studied painting since childhood, River graduated from the Shanghai Theatre Academy in 2004. In 2008, he wrote and directed his debut feature film The Big Rascal, which was shortlisted for several domestic and international film festivals. Since 2010, he has been working as an advertising director, having directed and produced nearly 300 TV commercials, TVPPs, short films, music videos, and more. Signature style: Rich texture, delicate emotions, sharp outlines, and a brisk rhythm. Work ethic: Grasps the essentials, perseveres through challenges, remains resilient and tenacious, and is battle‑ready. Awards and recognition: 2005: Shanghai International Video Biennale 2006: Selected as Shanghai's Annual Young Emerging Director 2015: China Advertising Great Wall Award – Gold 2016: China Public Service Advertising Yellow River Award 2018: Central Propaganda Department's Ping An China Public Service Advertising Award – Silver 2019: CCMA China Gold Pupil Award – Gold in Video Advertising 2023: CAMA China Advertising Marketing Awards – Silver for Best Creative Video