Cheong is a commercial film director who have worked extensively around Asia, known for creating attention grabbing visuals and emotional stories. For his unconventional approach to transforming concepts into breathtaking visuals and as someone who always tries to break the mold, he is much sought after by the top advertising agencies and high profile clients in the region, including Ministries of Singapore, Malaysia Airlines, Celcom, Samsung, Subaru and Taobao just to name a few.