David Lai

CEO/Creative Director

Since founding Hello in 1999, David has been leading the strategy and creative for the agency. Clients include Herman Miller, Nike, Sonos, Samsung, Speedo, MoMA, and Facebook. David has won numerous awards and recognition for his work including Cannes Cyber Lion, Clio, One Show Pencil, Pixel Awards, and Webby Awards. His designs have also been featured in Communication Arts, I.D., HOW, Print, and Graphis, as well as numerous other publications and books. David has been invited to speak at numerous events and conferences including Creative Mornings, AIGA, and SXSW. He has taught at ArtCenter and was on the Advisory Board of the AIGA Los Angeles. A graduate from Cornell University, David never lost his love of bikes. He has cycled across the French Alps and ridden from San Francisco to Los Angeles three times.

Szu Ann Chen Smith

Partner/Executive Director

Szu Ann has worked across industries with consumer brands, B2B businesses, and nonprofits in crafting digital experiences that resonate with the user and nurture relationships. Versed in project management and strategy, she has worked with a variety of clients including Sonos, Speedo, Herman Miller, National Geographic, UCLA, ArtCenter, and Esteé Lauder. Awards include Cannes Cyber Lion, Clio, Webby Awards, SXSW Interactive, and Communication Arts. Szu Ann’s previous positions were in media at Grey Advertising and as a publicist for clients including David Copperfield and Tony Robbins. A lover of the outdoors, she enjoys rock climbing and snowboarding—especially when she can do both on the same day.

George Lee

Partner/Director of Production

George leads our in-house production capabilities and collaborative projects with external talents. Having been part of Hello since 1999, his experience also spans account and project management for brands including Sony, Nike, Intel, USA Network, SolarCity, and National Geographic. His work has won accolades from Webby Awards, ADDY, PromaxBDA, Communication Arts, HOW, and MUSE Awards. He earned his Bachelor’s degree in Economics from Cornell University. His work with TaylorMade Golf led to a passion for the game, and he has one proud ace carded to date.

Justin Blackwell


Justin guides our technical team in architecting scalable solutions that meet the needs of global brands. He has 19 years of development and IT experience ranging from system integration, software development, networking, telecom, and DevOps. Whether it’s global ecommerce, content management solutions, or apps, he embraces new challenges from clients like Nike, Facebook, Tillamook, Dermalogica, USC, and UCLA. Awards and publications include Webby Awards, SXSW Interactive, Communication Arts, and HOW. Justin’s artisan ways extend to hand-crafting custom furniture, smoking his own meat, and tending his tomato garden.

Melissa Loftus


Melissa keeps our studio running smoothly and wears many hats, handling everything from HR to IT to facilities. She has been instrumental in helping the agency grow. Previously, she ran a literary theatre nonprofit which allowed her to work with many renowned writers, both in Los Angeles and abroad. Melissa earned her BA in English at UCLA, and her MBA at USC. Originally from the Bay Area, she is a big fan of local breweries, especially Los Angeles Ale Works and their Hazy IPA. Melissa is also a sucker for puzzles of all kinds—from jigsaws to crosswords.

Tracy Hung

Associate Creative Director

Tracy offers expertise in illustration and brand storytelling. She has worked with a diverse range of clients, from Facebook and Pinterest to Nike, Herman Miller, and the Los Angeles Philharmonic. Tracy also helped develop Facebook’s Blueprint brand—including a custom typeface—and continues to lead all creative work for that account. Her work has been recognized by Site of the Day and Awwwards, and featured in Print Magazine. She earned her BFA in Graphic Design from ArtCenter College of Design. Tracy was selected as one of 13 artists worldwide whose work decorated the Starbucks 2016 holiday cups. Tracy loves hand-lettering and her fluffy dog, Obi—short for Obi Wan.

Kate Chapman

Account Director

Kate comes to us from Sydney, Australia, where she worked in advertising after earning her BA in Business from the University of Technology, Sydney. Kate brings her marketing and management expertise to her work for Adero, while previous clients have included Waldorf Astoria Hotels & Resorts and VDKA 6100, the vodka created by Robert de Niro. Kate is a certified yoga instructor, and in the past was also a professional equestrian, competing in World Cup Show jumping events in Australia.

Matt Kotch

Account Director

Matt applies his 10 years of experience in brand-building and strategic planning to his work. As VP of Marketing at Insomniac, he led a team to promote music festivals around the world including Electric Daisy Carnival and oversaw paid media and brand awareness strategies. He also brings expertise in integrated marketing campaigns and media planning from his tenures at Machinima and OMD. Matt holds a BA from Kent State University, where he studied Psychology and Marketing. Originally from the Midwest, Matt has fully embraced the California lifestyle and as a National Parks Annual Pass holder, he likes to spend his weekends road-tripping to Joshua Tree, Zion, Yosemite, and anywhere else that cell service doesn't exist.