We've entered an era where being human sets you apart
Upload a brief into an AI tool. Enter prompts. Boom. Strategies, campaigns, journeys and content created in seconds. The bad news? Your competitors just did the same thing, generating the same mechanical concepts with the same buzzwords. Don't get me wrong. AI is an integral part of my exploration and execution process, but it can't produce original ideas or replace the creative judgement built on years of experience. At least not yet.
If you're looking for a seasoned copywriter, UX writer and creative strategist who believes that originality helps your brand or agency stand out, has the experience to curate AI-generated content, and understands the balance between hyper-speed and a genuine human voice, get in touch today.
Advertising and Branding Portfolio
NCSS Workplace Mental Health Campaign
Mental health conditions are often viewed negatively, especially in the workplace, and this narrative needs to change. To encourage organisations to provide equal employment opportunities for individuals with mental health conditions, the National Council of Social Service (NCSS) campaign flips the coin on the perceived weaknesses of someone living with mental health challenges, and highlights the strength and resilience involved in overcoming these challenges instead.
Below are the key campaign assets: video, Instagram Reels/TikTok teaser, LinkedIn post and online ad.
Pocky Milk Regional Launch Campaign
In the age of augmented reality and cinematic multiverses, immersing oneself in a virtual game world is a popular trend among Gen Z.
To resonate with today’s teens, I conceptualised a mind-bending nutriverse for the Southeast Asian launch of the new Pocky Milk flavour. The campaign combines high-impact storytelling that balances playful entertainment with the brand’s core nutritional messaging.
COURTS Rebranding Campaign
For generations of Singaporeans, COURTS has always been synonymous with big discounts and low prices. The rebranding campaign elevates the brand beyond offering great monetary value to impart the value of living well. It's not just about what is priced the least, but about what you prize the most.
POND'S GlitterGlow Social Media Campaign
Hopping on the holographic makeup trend, the #BornUnicorn social media campaign was designed to reach the younger generation that thrives on self-expression and craves standing out in a sea of sameness. The campaign's success led POND'S to expand GlitterGlow from Thailand into Indonesia and the Philippines.
Shopee Employee Branding Videos
Shopee's organisational culture is guided by values that reflect its business principles and beliefs.
To help employees understand these values in an actionable way, I developed a series of employee branding videos to provide clarity on the attitudes and behaviours expected of Shopee employees, and motivate them to work towards the company's shared goals.
Dermatix Plus Scar Treatment Gel Ad
Across Asia, 85–96% of women cite self-investment as their primary motivation for cosmetic surgery. For them, going under the knife represents not only a physical transformation, but also a symbolic rite of passage to realise their full potential. However, they are often held back by the fear of visible post-surgical scars, turning a moment of self-empowerment into a source of insecurity.
The ad for Dermatix Plus scar treatment gel taps into this tension, reframing scar care not as an afterthought, but as the missing link women need to fully own their beauty. The headline "I discard it for me" plays on this idea with a visual pun, by blurring out the "scar" with a swipe of gel, revealing the phrase "I did it for me." The tone is unapologetically empowering, positioning Dermatix Plus not as a cosmetic fix, but as a tool that lets women discard their insecurities and start living life on their own terms. It also mirrors the product's function, turning the headline into a demonstration of the product benefit.
Unicornetto Programmatic Social Media Videos
For the Indonesia launch of Unilever's new Unicornetto ice cream, the company produced a short film depicting the sweetness of teenage romance.
But getting teens to watch an entire 6-minute video is near impossible. Therefore, we transformed the film into over 100 5-second programmatic teaser videos using communication methods they are familiar with - text messages, stickers and emojis.
The teasers were then micro-targeted to the relevant audience segments based on their demographics and interests, garnering 9.4 million views for the original video.
Whitehaven Property Launch Ad
For the launch of the luxury condominium Whitehaven, the campaign spotlighted its signature penthouses, each offering a choice of a private pool or a private jacuzzi.
The ad elevates this feature by likening the decision to the familiar fine-dining question: "Still or sparkling?" This subtle analogy reinforces a refined, upper-class lifestyle, positioning Whitehaven as a symbol of luxury and exclusivity.