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Ideation

From inspiration to execution: this is a look into my creative process.

Do It Different | The TBWA Young Disruptors Manifesto

1.

Task: to come up with a tagline to market TBWA Singapore's internship programme

2.

Concept: as a shoutout to the company's culture of Disruption, I came up with the new tagline of 'Do It Different' and scripted the video which was part of our deliverables

Made By Singapore: A Final-Year Campaign

1.

Task: a strong name for a final-year campaign to increase awareness and garner support for local fashion and beauty brands in Singapore.

2.

Concept: I came up with the name 'Made By Singapore' to give the spotlight to the people behind the scenes of these brands, with an accompanying tagline 'Local is in style' linked to the fashion and beauty industry.

Pitch It! 2019 – Changi Rewards x Ogilvy

1.

Task: to rebrand the Changi Rewards Programme

2.

Concept: my team and I settled on the Big Idea of "A Life This Rewarding" to capitalise on people loving the everyday magic in life

3.

We made it to the finals of the competition and ultimately placed 3rd out of 63 groups!

KFC Chewing Gum (Spec Ad) 

1.

Task: to write copy for a fictitious KFC product, the KFC Chewing Gum.

2.

Change of slogan from "Finger Lickin' Good" to "Flavour Lingering Good" to promote USP.

3.

Foregrounding of "chew" to highlight desired action of the target audience.

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ACRES: #SayingNo (Spec Ad)

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1.

Task: to craft a campaign for ACRES against animal cruelty

2.

Concept: combining animal-related idioms with words related to cruelty

3.

Aim: to subvert the audience's expectations, showcasing the negative effects of animal cruelty

Around the World with The Economist (Spec Ad)

1.

Task: to come up with a campaign to increase readership of The Economist

2.

Concept: The Economist has a global presence and is internationally known

3.

Aim: market The Economist as having the ability to provide a common topic for people from all walks of life, regardless of language and nationality 

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