Helene
Citibank
Your next trip's on us ----- To get consumers to see the value of getting a Citi PremierMiles card, a commercial was conceptualised to emphasise the feasibility of redeeming a free trip using miles. Every purchase, every tap on a terminal, gets you closer to that trip you're dreaming about.
Navy Women
It's not crazy, It's the Navy ----- Leveraging on past campaign's success to drive home the message that perhaps it's not such a crazy idea to join the navy, we wanted to empower our female comrades, whilst showing how human they truly are.
It's not crazy to have fun while serving the nation.
It''s not crazy to be out at sea, and still be a good mother.
It's not crazy to be a solider, and be female.
National Library Board
There's no such thing as a stupid question
Learning is boring and uncool.
Singapore history? What a nerd...
How then shall we get Singaporeans to stay curious, crave knowledge, and encourage lifelong learning?
With two capsule branding videos, I conceptualised the videos to show how important to remain curious about the world we life in, even the questions such as "can mushrooms cause a The Last of Us zombie apocalypse?" have scientific explanations.
Digging deeper, our nation's environment can even reveal historical and adventurous tales, if we care to find out more.
The New SG Dream
The 5Cs has been around for decades. But lately, there seem to have a shifting perception of what constitutes the Singaporean Dream.
Where the old 5Cs were symbols of survival and status, today's might look more like Choice, Convenience, and Clocking Out On Time.
In this heavily researched but deeply unserious mockumentary, the National Library attempts to unpack the stories behind why the 5Cs are no longer every Singaporean's finish line—and what success, fulfilment, and happiness look like instead.
Stop the Shame, End the Scam
Based on research conducted, we identified that there is a misconception that job scam victims are often seniors. Many of them are found to be educated working professionals. Coupled with shame and stigma of falling for job scams, victims often stay silent, and leads to a cycle of unreported job scams and unresolved cases that could have prevented others from falling victim.
This campaign aims to address this, and partnered with Singapore Police Force to destigmatise job scam victims.
Spill the Tea
As part of a school project focusing on the COVID-19 pandemic, we crafted a campaign to raise awareness on the issue of Fake News. I was in charge of the web and graphic design, as well as the copywriting of the website. You can view the full site here
Free Food for All
The advertising module in Ngee Ann Polytechnic allowed me to conceptualise an Advertising Campaign for Free Food for All (FFFA) to convey the message that "Everybody deserves a full meal" to improve brand awareness through a series of advertisements. I was involved in the copywriting and photography direction in this campaign.
