Case FileSend an Email
 Run a Background Check

  • Copy, concept, craft.

  • Oh, and some

  •                chaos in between.



Google /GGL-001
Campaign copy and creative conceptualisation, that consists of an animation and a booth activation. Nat Geo /NTG-001
Editorial long-form writing on Singapore's cultural heritage and what it takes to keep it alive. Sentosa /STS-001
A brand revamp with a CI guide, unserious B2B copy and social content development.


PayPal /PPL-001
Mostly the growth of the FinTech account from EDMs to campaigns, across Japan, China, and Brazil. Sanofi /SNF-001
I lead an FMCG women’s skincare brand and helped out with other FMCG brands under the conglomerate’s wing. Miscellaneous /MSC-001
The works here are done with pure curiosity. Branding, design and other creative sidequests.












Nat Geo

Editorials


Brief
Come up with angles around Singapore's cultural heritage and write up three full-length editorial articles on it.

Format
Long-form editorial article

My Role
Primary writer, research, interviews, editorial angle, full write-up

Agency
National Geographic and National Heritage Board
My approach towards these articles was to get up close and personal with these people who are deeply rooted in their cultures, because that’s truly what heritage is made of. 

I interviewed dance troupes and cheongsam makers, spoke to soya sauce brewers and couples of different backgrounds, and sought out the people for whom culture isn't a topic of conversation. It's their life.

The writing came from those conversations with them, and from the belief that heritage is best understood through its specifics: a festival procession, a fabric choice, a family recipe, a tedious craft...



Singapore: where cultures come together


A wide-angle introductory piece establishing Singapore's multicultural makeup through the textures of everyday life: festivals, food, craft. I positioned heritage as something you taste and wear and walk through, not just observe.

Read




Singapore’s traditions in today’s world


A dance collective, a cheongsam dressmaker, a soya sauce company, each finding a different way to keep their tradition relevant to the turning of times. When I interviewed each of them, there was a big question that got me wondering: what does it take to carry something old into the present without losing what made it worth keeping?

Read




An insight into Singapore’s cultural heritage


In this article, I dove deeper into identity. I built it around real conversations with Singaporeans who navigate multiple cultural identities as a matter of everyday life. Heritage here isn't housed in institutions, it shows up at dinner tables, in festival traditions borrowed across communities, and in the quiet compromises of an interracial marriage.

Read