The National Library Board commissioned a multi-year campaign to promote the National Library and National Archives of Singapore.
I conceived, wrote and directed the short film Odyssey as the anchor campaign asset that was adapted for commercial and social media cut downs for TV, digital and OOH media. Watch the short film HERE.
It portrayed librarians, researchers and archivists as key custodians and resource providers who operated in an abstract and surreal environment outside time. Read more about the art direction HERE.
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With the celebration of Singapore’s National Day in mind , Lazada featured Singaporean photographer-influencer Yik Keat on its 8.8 Mega Sale campaign.
I worked with my team to direct this commercial with social media cut downs, while a photography unit worked with the talent for a shoot taking place on-location. Together, we delivered a campaign that ran across mass media from TV, digital and OOH.
Lazada launched LazLive+ as part of the e-commerce giant’s strategy to blend entertainment and shopping for its consumers.
I oversaw this campaign that merged film and photography and created high-end content assets for multi-channel use across cinema, social and OOH.
I co-directed 5 KOLs to deliver this key commercial, together with 5 cut downs that were fit for format across multiple digital media.
My SG Village (Dear Daughter) was commissioned by Ministry of Health Singapore to celebrate the Year of Celebrating SG Families.
The film emphasised the ‘kampung’ spirit – depicting Singaporeans, the community and state, coming together to support mothers and young children from the 1980s to present day.
I directed this commercial and adapted a 90-second storyboard for 60-seconds media. The campaign spanned across 3 months, playing islandwide across cinemas, TV and digital.
Be Yourself kickstarted a brand refresh for GOLDLION – a heritage retail brand that wanted to capture a younger customer demographic.
Ads were crafted to introduce a new product line, in conjunction with the launch of its flagship store in Singapore.
I wrote and directed two commercials that ran across Social, DOOH and In-Store media – exceeding VTR averages on Social and registering a 250% increase on brand impressions during the campaign. Click here to watch the 2nd ad.
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Working with the Prime Minister’s Office of Singapore, Engineer What’s Next was launched as a 2-year nationwide campaign to recruit engineers for public agencies.
I conceived, written and directed the short films shot over 3 weeks, featuring 14 agencies, and 17 locations – with repurposed ads playing across social, cinema, DOOH. Visuals from the films were adapted and ran on Print, OOH and Digital media.
Connect & DM me here to watch the rest of the campaign or discuss ideas for your next marketing campaign.
LUCA was launched on Disney+ during the school holidays when mainstream travelling was restricted. A travel-themed campaign was conceptualised to promote the film's premiere, as well as a library of Disney and Pixar titles.
I directed the 30s promo screened islandwide on social and DOOH; supervised the design of OOH and marketing collaterals; and (click here to see bonus) social content to support Disney+ in their cross-platform and IP promotion.
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