Time Out Hong Kong – “Word of Mouth” Editorial Series
Role: Creator / Editorial Strategist
Format: Neighborhood Video Series
Platform: Facebook
Year: 2017
Summary
In a city constantly evolving, Time Out Hong Kong needed a way to reconnect with neighborhoods beyond nightlife and tourism. I created “Word of Mouth”, a series focused on uncovering and celebrating hidden businesses that define everyday life in Hong Kong.
The Challenge
Time Out Hong Kong was looking to reinvigorate its neighborhood coverage and reconnect with younger, hyperlocal audiences. While the city was rich with culture and street-level stories, the platform’s tone had grown too tourist-centric and out of touch with the pulse of the people who actually lived there.
The Concept
I pitched and developed an editorial series called “Word of Mouth” — a platform dedicated to amplifying the voices of hidden-gem businesses and subcultures across Hong Kong’s districts.
Each episode/feature profiled a neighborhood through the lens of:
Independent store owners
Generational food vendors
Barbers, skaters, artists, and streetwear creatives
The name "Word of Mouth" reflected both the old-school way locals share info and the street-level authenticity of the people we featured.
My Role
Concept & Naming: Developed the theme, tone, and rollout strategy for Word of Mouth
Storyboarding: Designed editorial flows combining interviews, photo essays, and embedded audio snippets
On-the-Ground Research: Walked neighborhoods, talked to vendors, and identified culturally rich, underrepresented stories
Creative Direction: Oversaw photography, interview editing, and visual identity of the series
Cross-platform rollout: Adapted content for Instagram, web, and in-person pop-up events
Process Overview
1. Concept & Planning
Word of Mouth was developed as a hyperlocal editorial video series aimed at spotlighting the real culture, people, and businesses behind Hong Kong’s most vibrant neighborhoods. Built for the digital age but rooted in real storytelling, the series gave viewers an insider’s look at the city — block by block.
Neighborhoods were selected based on popularity and editorial relevance at the time, using both trend data and Time Out’s deep local network. The goal was to highlight both iconic staples and under-the-radar gems that made each area distinct.
2. Production Workflow
Each episode followed a lean and fast-paced production cycle:
Scouting & Outreach: We contacted venues directly using Time Out’s internal directory, working around their peak hours to film off-hours without disrupting business.
Filming: Shoots typically spanned a few hours per neighborhood over 1–2 days. Each team member wore multiple hats — from hosting to directing to logistics.
Format: Each episode was under 10 minutes, blending host-led narration, casual ad-libs, and voiceovers. Talking points were guided by loose scripts shaped by on-the-ground research.
Editing: The same videographers handled editing, typically completing each piece within a week. The edit style focused on punchy rhythm and social retention, with subtitles, music, and local texture as core components.
3. Constraints & Creative Solutions
Budget: We ran the series with minimal funding, which meant compact crews and reusing gear. To stay lean, we leaned into authenticity over polish.
Typhoon Season: Sudden weather changes were common, requiring flexible shoot schedules and last-minute adjustments.
Talent: We worked with emerging or non-professional hosts and crew, which made coaching and on-set adaptability crucial.
Engagement Benchmark: With Facebook as the release platform, we considered a video “successful” if it surpassed one-minute viewer retention — a key metric for social media performance at the time.
Impact
Viewership was strong, especially when local pride was triggered through comments and shares.
The project deepened Time Out’s role as a cultural connector in the city, and led to interest in scaling the series with better funding and talent.
Internal conversations shifted toward long-form digital storytelling as a viable editorial format, rather than just listicles or guides.
Reflection
What made Word of Mouth stand out was its raw proximity to community. We weren’t flying in celebrities or scripting every beat — we were capturing the feel of a place and letting locals speak for themselves.
Despite the weather, the tight budgets, and the hustle, we created something timeless and true to Hong Kong. That’s a win in any language.