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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.
Sentosa

Social Content




Brief
Create a video content series that brings Sentosa to life through the people who know it best. 

Format
60s videos on social channels

Agency
BBH
The brief was simple: make Sentosa feel human. I brainstormed the content angles with an art director, wrote the interview questions, went on-ground to conduct the interviews, and worked with the editor on footage sequencing and pacing.


Sentosa

CI Guide




Brief
Turn Sentosa's new brand identity into a single, comprehensive reference document for their in-house design team. 

Format
300-page brand identity guide

Agency
BBH
Working alongside BBH's branding director and design team, my job was to make every guideline legible, translating complex design decisions into plain, precise language.

That meant writing do's and don'ts with consistency, standardising naming conventions across the entire document, and keeping design terminology simple enough for a broad internal audience without losing accuracy.

The goal was a document that Sentosa's team could actually pick up and use, on any given day, without needing to ask questions. Standard CI guide. We all know the drill.


Sentosa

B2B Print Ads





Brief
Position Sentosa as a premier MICE destination for an international corporate travel audience. 

Format
Print ads

Agency
BBH
Corporate travel copy has one job: make the practical white-collar stuff feel aspirational. The ads had to speak to planners, procurement leads, and decision-makers, basically people who book venues, not holidays.

The angle was a reframe: Sentosa isn't where you go after work. It's where work gets done differently. I used concepts and copy that acknowledged the corporate context while making a case for somewhere worth “searching for” in a search bar.