How Axue Wei at THG Films Turns Video Marketing into a Strategic Advantage

At the intersection of strategy and storytelling stands Axue Wei, co-founder, chief strategy officer, and executive producer of THG Films, where she helps brands communicate with clarity through video.

Video has become the language of modern marketing. It shapes how brands are discovered, how trust is built, and how stories stay with society long after the screen goes dark. Behind this shift are practitioners who understand that great video is about spectacle and intention. Axue Wei is one of those voices. With experience shaped across markets and recognized on an international stage, her work reflects a quiet confidence and a deep understanding of how video can elevate brands through clarity, craft, and purpose.

Axue Wei is the co-founder, chief strategy officer, and executive producer of THG Films, a China based film and television advertising company. With more than two decades of experience in video and advertising, her work brings together creative storytelling and brand strategy with clarity and intent.

She collaborates closely with both global and regional brands, shaping video work that communicates with purpose and precision. Her portfolio spans internationally recognized names such as Lexus, Mercedes Benz, Procter and Gamble, and Nestlé, alongside leading Chinese platforms including Baidu, JD, and Ele.me. Across markets and categories, her work is defined by strong insight, refined craft, and a long term view of brand value.

Since 2006, she has been shaping a global production network that mirrors the way contemporary storytelling moves across cultures. By collaborating with directors and production teams worldwide, she brings together international perspective and cultural sensitivity, allowing ideas to resonate naturally without losing their intent. Based in Beijing, THG Films has grown through consistent craft, long standing partnerships, and a belief that lasting creative work is built as much on trust as it is on talent.

Over the years, this philosophy has garnered recognition from international award programs and industry platforms, affirming the quality and consistency of the studio’s work. More importantly, it has positioned THG Films as a trusted creative partner for brands seeking substance over spectacle. Under her leadership, the company continues to evolve with the industry, staying focused on meaningful storytelling, thoughtful execution, and work that endures beyond the moment. Her success is celebrated as the Category Winner in the 2025 TITAN Women In Business Awards under the category of Outstanding Female in Video Marketing.