No fluff here. Just real work.

Sure, this copywriting thing is a job.

But that doesn’t mean you can’t have fun or wear your heart on your sleeve. I’ve been lucky enough to work with clients who recognise that, and take a leap of faith with me. That’s why I’ve been able to do all of the work you see below.

How a film got Singaporeans to plan for their life’s financial goals, by reminding them that it’s never really been about the numbers.

Here’s the truth: we all plan for the perfect life. But no one’s journey through life is perfect.

To motivate Singaporeans to start their own long-term financial planning with OCBC Life Goals, we brought this simple, timeless, human truth to life with an unlikely voice – our country’s most iconic funny man, Gurmit Singh.

Collaborating with award-winning director, Royston Tan, Gurmit’s emotional life journey was captured in a short film that debuted during Singapore’s National Day Rally.

Stripped of his jokes, bright yellow boots, and curly-haired wig, the nation got to see a side of the comedian few have ever known. More importantly, they saw bits of their own lives in his – the struggles, and ups and downs we’ve all experienced in life.

Rolling out an integrated campaign across various platforms, we continued this honest dialogue with a series of candid interviews with Gurmit about his retirement and children’s education, giving the nation food for thought when planning for their own.

How a Hungry Ghost Festival stunt gave Singaporeans a taste of something darker.

To launch MAGGI’s dark sauce Hokkien Char Mee, we made people afraid to try it, by setting up a sampling booth you’d never want to visit at night.

Bringing the flavour’s ‘darkness’ to life by leveraging on the spookiness of the Hungry Ghost Festival, we knew that with the Pokemon GO craze, plenty of late night players were ripe for the scaring.

Posting up an unbranded, amateur car-cam video, our eerie footage drove people nuts as it made its rounds on major local platforms. At the height of its social frenzy, MAGGI owned up to the stunt with a reveal video.

AWARDED:

• Creative Circle Awards 2016
Best Social Media Campaign - Silver

• ADFEST 2017
Best Use of Social Media & Earned Media - Bronze

• EFFIE Singapore 2017
Silver

How to make a show reboot relevant to millenials, by reframing its themes for a new generation.

As a story of one man’s legacy to overcome historical slavery in America, Roots enjoys a very niche appeal outside the country.

So to make the show more relevant to the rest of the world, we wanted to change people’s perceptions of modern slavery, just like what the show does for its past.

Millenials don’t know that their online shopping funds industries like fast fashion, one of the biggest culprits of modern slavery.

By putting a slave for sale on their favourite e-commerce sites, we were able to engage millenials and promote the show in way they would immediately understand.

AWARDED:

• PromaxBDA 2016
Best Promotional Campaign for TV Show - Silver

• Spikes Asia 2017
Best Use of Digital (Media & Publications) - Bronze 

How a cheeky parody made a show part of Singapore’s pop culture.

As with any show going into its 4th season, getting new viewers and keeping existing fans is always tricky, since new shows are constantly stealing the spotlight.

So how could we turn that spotlight back on Vikings?

We thought that if people didn’t take the show too seriously, we shouldn’t either.

If parody is the highest form of flattery, we did away with dreary promos and elaborate on-ground activations, hedging all our bets on what seemed like two funny and unbranded online “fan videos” – dubbed in Hokkien, for good measure.

AWARDED:

• Institute of Advertising Singapore Hall of Fame 2016
Best Social Media Campaign - Silver

• EFFIE Singapore 2017
Bronze 

How we got people interested in migration history, by getting personal.

In a sea of social clutter, how do you get someone’s attention? You tell a story with their name on it.

To create awareness for the series, we crafted 20 tales of migration around Asia’s popular surnames, with one common message – your history is more captivating than you know.

Our intriguing tales gave people a compelling, personal reason to share and tag these stories with others in the same lineage, as well as their friends.

And it wasn’t long before the media and celebrities caught on, proving that when it comes to history, there’s no denying the weight a name carries. 

AWARDED:

• AD STARS 2018
Best Use of Social & Influencer (Product & Services) - Crystal

How a documentary helped a Thai beer show its craft, by showing its philosophy.

If it’s important for people to know how a beer brand brews their beer, what inspires Chang to craft the taste of Thai perfection?

For that, you only have to look as far as the country it calls home.

As an iconic Thai brand known globally, we felt there was a responsibility to export something greater than its golden brew, and just as authentic: ‘Lamiat’, a philosophy at the heart of Thai craftsmanship.

Launching a mini-documentary that explores this concept, ‘Spirit of Lamiat’ follows three local craftsmen who embody this spirit – a Michelin-starred chef, pioneer organic agriculturist and renowned ceramist.

By championing ‘Lamiat’, Chang continues to display its Thai provenance through a social campaign that aims to inspire local pride and fascinate the rest of the world.

How an iconic Thai brand should export more than just its golden brew.

If Thailand is the ‘Land of Smiles’, what makes the Thais so happy? Is it what they eat? Or the company they keep?

Maybe it’s their love of beer.

We couldn’t decide, so we created a festival that satisfied all three and then some, bringing a modern Thai experience to Singapore, London and San Francisco.

Between the 3 cities, 30 top Thai restaurants teamed up with our Michelin-starred chef ambassadors, Bo and Dylan, to serve up a tantalising selection of specially curated dishes inspired by their fondest memories.

Visitors also got to enjoy the vibrant art on display at the festival. From a stunning graffiti mural photowall, to our Herb Hill centrepiece – a geometric art installation and seating area which blended woodworking with Thailand’s iconic herbs.

To round off the festival, live musical performances kept attendees in high spirits, with sunny, soul music during the day, and pumping dance tracks that played well in the night. Heck, we even timed Singapore’s Chang Sensory Trails with the country’s National Day Parade rehearsal – a stunning display of fireworks to top it all off.

With the conditions just right, the only thing better than the good food and refreshing beer we served, was the amount of indelible moments we created.

How I’ve done stuff for a few other brands as well.

Whether it’s in an eDM, social post, key visual, on-ground activation or TVC, I’ve taken pride in crafting every single piece of copy, in the tone and manner befitting of each brand.