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  • 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.
PayPal

Account Growth


For PayPal’s first stretch, the work was purely production: referral programmes, seasonal banners, product launches adaptations. Functional, fast, forgettable by design. Churn and burn.

But every brief that we answered well was solid enough proof for a bigger one, and six months of reliable output eventually (and finally) became the case for something more.


Our clients then started giving us more and more responsibilities, beyond EDMs and banners. My art director lead and I moved from adapting assets to owning campaigns.

We developed work from brief through to execution across regional communications as well as launching campaigns in three international markets, each with its own brief, its own audience, and its own version of what PayPal needed to mean.


The challenge about FinTech copy isn't just sorting out complex terminology. I think it needs to be precise enough to satisfy compliance, accessible enough to not lose the reader, and compelling enough to actually move them towards adopting PayPal. Every line went through rounds of sense-checking and every claim had to be airtight. It was just that sensitive.

It became a little more stoic and legal when the work shifted into B2B territory. Less consumer warmth, more boardroom authority. I scoured through PayPal’s products and offerings and kept up with current FinTech landscape just so I could walk the businesspeople walk.

PayPal

Japan Market



Three proposed routes for PayPal Japan: the first row that’s playful, using colour blocking and the letter “P” as an element, the second row was inspired from the simplicity of origami, and the last tapped into how most brands in Japan had a mascot to it, in this case, a mascot that helped protect your payments.
Brief
PayPal is entering the Japanese market and is looking for a creative approach that feels authentically local, not just translated.

Format
Campaign, banners, comms, toolkit

My Role
Writing and concept, working closely with .monks Japan.

Agency
.monks
We worked directly with .monks Japan to make sure the work didn't just land linguistically, it had to feel right culturally.

Assessing the strategic positioning for the PayPal brand in a market like Japan (especially alongside competitors like PayPay and Rakuten Pay), where trust is built slowly and precision is expected, copy shouldn’t be too salesy. It needed an air of calm with short, clear lines. Assuring. Confident. Introspective.

A lot of the headlines we used were short and sweet, as if from a quiet confidant. 



PayPal

China Market




Brief
Position PayPal as the gateway for merchants and businesses outside China looking to enter the world's largest e-commerce market.

Format
Display banners, EDMs, campaign assets

My Role
Writing and concept.

Agency
.monks
The main challenge was introducing China as a lucrative market to everyone else. The problem was, for businesses on the outside, China felt vast and impenetrable. Unfamiliar platforms, unfamiliar scale, unfamiliar rules. 

The audience were merchants and decision-makers who needed numbers, clarity, and confidence. The copy had to earn their trust by speaking their language. Our main approach was to drive just one thought: reframing intimidation as opportunity.




Unlock China, by using PayPal as the key to a market that was always there, just waiting to be opened. The B2B work here was particularly demanding. The audience were merchants and decision-makers who needed numbers, clarity, and confidence, not warmth.   


Your bridge to China positioned PayPal as more of a guiding and leading brand for merchants. It acts as the gateway or entrypoint to the vast China market, connecting and linking the two entities. Visually it also made sense, going from one point to another.



PayPal

Brazil Market




Brief
Launch PayPal in Brazil through a campaign rooted in local identity.

Format
Display banners, social assets, campaign copy

My Role
Writing and concept.

Agency
.monks
Brazil was different from Japan and China. They didn't need another FinTech campaign. It needed a feeling.

The brief pointed us toward identity and culture, the pulse of the cities, the energy of everyday life, the way rhythm runs through everything Brazilians do.

We built the creative territory around it: Follow Your Own Rhythm. The copy shifted register entirely from the other markets. It’s looser, warmer, more alive. People can shop, spend, save, all at their own pace—a financial product reframed as an expression of freedom.


Sample banner animations


Messaging: Enjoy more freedom when paying for the things you need. Choose how you pay: Debit, Credit or PayPal Balance. Follow your rhythm, PayPal.



Messaging: When those late-night munchies kick in. Pay with your Debit card online hassle free. Follow your rhythm, PayPal.