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.












Sanofi, Lactacyd

Pitch




Our pitch video that encapsulates our creative concept and messaging approach for the pitch.
Brief
Win the regional Lactacyd account. Spoiler alert: we did.

Format
Pitch concept, mood film, campaign approach, extensions.

My Role
Writing, visual direction, presentation and concept.

Agency
.monks
The skincare category has been telling women what their bodies should be like, feel like, and what they should be doing to it. There’s the seven step before-bed routine, the hype over the need for ceramides and alpha hydroxy acid, then there are top ten things you should be using on your skin... Social media, influencers, ads, they have too strong of an opinion about women's bodies.

Our approach was to go against all that. So what if the brand just stopped adding to it and let women speak for themselves instead?





Skin Speaks, We Listen was the answer. An invitation to drown out external noise and find what’s inside instead. Listen to your skin. Trust what it's telling you. Do what's right for your body. Confide in your intuition.

For the babywash category, we assure mothers in telling them to not fret about overpampering their baby with everything out there, and instead only provide what their baby’s skin needs.

Lactacyd

Comms

Following the win was two years of bringing Skin Speaks, We Listen to life across the full breadth of an FMCG account. Social content, campaign ideation, brand collaborations, including a partnership with CocoMelon for the baby range, video shoot productions, and adaptation work across VN PH markets.

The main challenge I faced was to manage the expectations of the regional clients. It was many chefs who were cooking in the same pot and they had different needs and wants. I had to negotiate and compromise, and see how we can all meet in the middle.


This was our pitch idea come to life in a short advert.

A woman moves through her day on her own terms: yoga, swim, and then the quiet ritual of a shower with Lactacyd after all that sweat and chlorine. No voiceover telling her what she needs. No expert in a lab coat. Just a body in motion, and the simple, earned feeling of taking care of it.

For the Philippines and Vietnam markets, advertising conventions lean more traditional and direct i.e. we’re all familiar with glowing molecules. So the challenge was preserving that intuitive, unhurried quality of Skin Speak, We Listen while molecules and scientific claims were floating around.


The embodiment of Skin Speaks We Listen in the form of a simple International Women’s Day post.



An array of social media communications, adopting the saturated, candy-like colours of the products while delivering the Skin Speaks, We Listen message across social.




Sanofi, Lactacyd

Website




Brief
Build Lactacyd's first regional brand website, showcasing the product range while staying true to Skin Speaks, We Listen.

Format
Regional brand website, built on Sanofi's standardised component framework.

My Role
Project creative lead, art direction, UI/UX collaboration, UX writing, copy and tone of voice, user testing coordination.

Agency
.monks
Building a website was a great way to expand on the brand vision and message. But the Sanofi conglomerate had guardrails for all their FMCG sub-brands, like typefaces, reading space, legalities. They even came with a locked-down component framework for websites, which were premade building blocks for each segment of the website.

Beyond these limitations, the challenge was finding Lactacyd's warmth within a structure that wasn't designed for it. The answer was to let the visuals carry the brand while the components did the scaffolding. It was our only work around.

View Website

Note: the website design has changed ever since Lactacyd went through another rebrand, but the thinking, content and structure was still part of our work.



Visual Direction

With no CI guide and no image library, we built the visual language from scratch. The brief to ourselves: intimacy and skin in its bare entirety.

Pastels cut with colour blocks, soft but energetic, warm but not saccharine. Every visual decision traced back to the same idea the concept had started with: that there's something worth paying attention to, just beneath the surface. So we used mostly neutral and warm tones, with highlights of the brand’s product colours.



User Interface

The component framework gave us limited room to manoeuvre. So we used big imagery, colour, and shape to carry the brand story, offsetting the stoic structure of the website. We leaned into making the visuals the main experience, and just letting the framework to fade into the background.


User Experience

Our website had to fulfill the basics: simple hierarchy, plain language, nothing buried or overcomplicated. Information architecture was considered carefully, because especially for an FMCG brand with ingredients and an entire range of products, it might render choice fatigue. Our job was to make it simple for our users to access the information they need.

We also ran the website through a few user tests in the Vietnam and Phillipines market just so we get the best results and user experience optimisation. These users that helped us with testing were primarily mothers, often new ones. They were the right fit for both femwash and baby wash products. 


Copywriting

To further guide users around the importance of femcare, we wrote up an array of articles about skin and categorised them for easier navigation. We wrote on topics like wellness, education, skin concerns and science.

The tonality that we’ve set for the entire sit needed to be at a precise intersection: comforting but not condescending, informative but not clinical, detailed but never overwhelming. For an audience that's been talked at by brands their whole lives, getting that register right was everything.

Read Articles

Note: the website design has changed since, but the content and our copy approach remains the same.


Sanofi, Telfast
Cluster 1 / Cluster 2 / Cluster 3

Campaigns



Brief
Develop a regional campaign for Telfast/Allegra across 3 clusters for the KR ID VN markets, built around Live Your Greatness, their brand platform that repositions allergy medication as a lifestyle enabler, not just a symptom reliever; without allergies, you can do much more. 

Format
Integrated campaign across OOH, social, digital, TikTok, microsite, POSM.

My Role
Copywriter and concept. Some executions currently in production.

Agency
.monks
Three approaches, three different cultural entry points, one idea running through all of them. We developed three campaign clusters, each carrying a distinct message under the same platform.

The creative strategy was mostly to integrate our messaging into the behaviours of our audience, whether it’s TV they’re always watching, maybe relative messages that changes through the day etc.


Sanofi, Telfast Campaigns
Cluster 1 / Cluster 2 / Cluster 3

Live One Step Ahead




Concept

Most allergy sufferers are reactive. They wait for symptoms before reaching for medication, but our idea was to flip it. We positioned Telfast as the brand that keeps you ahead of the air. Every execution touchpoint reaches you way before a sneeze and preps you for any allergies.







Sanofi, Telfast Campaigns
Cluster 1 / Cluster 2 / Cluster 3

Stay Allergic to Assumptions 



Concept

People underestimate how common allergies are and how little they actually know about their own symptoms. The idea was to use that gap as the creative tension: challenge assumptions, spark curiosity, make people question whether what they've been brushing off might actually be an allergy.




We shot pieces of social content in Jakarta, in the form of viral street interviews a la Billy on the Street.






Sanofi, Telfast Campaigns
Cluster 1 / Cluster 2 / Cluster 3

Make Air Fair




Concept

For communities in heavily polluted areas, poor air quality is a daily, structural reality. The idea was to give Telfast a position worth standing for: clean air as a right, not a privilege.

Execution

Every purchase of Telfast by consumers contributed a HEPA filter to underprivileged schools, tracked by a live donation counter across OOH and digital. These filters can be easily set up in impoverished homes, classrooms and common areas to filter out bad air from outside.