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AdvertisingADVERTISING
Spent over a decade connecting brands to audiences for a host of products and verticals
It look one glimpse of a friend’s advertising portfolio to convince me that this is a gig worth pursuing. One hiccup: I had absolutely no formal training in the business, or a portfolio of note. After pleading my way into the only decent agency in town, I ended up working in regional and multi-national agencies for over a decade, on brands as varied as MasterCard, L’Oreal, KFC, MTV, Ferrero, Land Rover, MYOB, Siemens, and more. I created work for all kinds of mainstream and online media, and picked up a fair few industry accolades along the way.
Unsung Heroes
Television Commercials For MTV Singapore
A campaign of 3 commercials for MTV to reinforce their stance as the authorities on music. Shot on a shoestring.
MTV Rockstar Catcher
MTV Beeper
MTV Jeweller
Delivery Ads For Wooshi
Not exactly during my advertising years, but I did create a lot of content for my sushi businesses. This is a series of social ads I wrote to push Wooshi’s delivery business during the pandemic-induced lockdowns.
Privileges
Regional Print Campaign For World Mastercard
A campaign designed to run across 10 markets to promote MasterCard’s premium offering. It was the biggest project McCann Singapore had undertaken during my time. The creative development also involved plenty of debates with the client regarding what experiences would truly match the stature of the card.
(Here are 4 of the 6 ads developed.)
Bullseye
Invite For The Inauguration Of A New Shooting Range
An invite sent out by the Police Department of Gujarat, India, to guests of the police force, politicians and rifle club members. Won a Bronze at the Asia Pacific Advertising Festival.
Post-Season
Poster Campaign For The Cage, Singapore’s Premier Indoor Soccer Facility
A series of posters developed to pique interest among fans starved of soccer when the major European Leagues are on a two-month summer hiatus. It played up the insight that football fans really struggle to fill up their weekends when there’s no game on the telly.
SEC Polar Bears
An innovative outdoor poster that drew attention to the problem of climate change in an island nation that is vulnerable to the impact of rising sea levels.