Quiet person. Loud work. Leader in the trenches.
As a copy-based creative director, I lead a double life: I guide teams by being the experienced adult in the room, but conceptualise my own ideas with the recklessness of a 20-year-old.
I’ve been a key player in new business wins, landing accounts such as Ministry of Manpower, SkillsFuture, National Library Board, and Maybank, as well as other projects that make my employers richer.
My work has won industry prizes from Cannes Lions to gold Spikes, scored features on Adweek and the Straits Times, and most importantly, helped me earn clients’ trust over the years.
Highlights include creating a viral travel precautions campaign that re-purposed scenes from local 90s series ‘The Unbeatables’, composing a McDonald’s TVC song that was sung in schools, and having a drama series for Singapore Tourism Board picked up by meWatch (ok sure, it’s the poor man’s Netflix).
Outside of work, I attempt to compose songs, two of which were used in my own commercials.
Clients
Singapore Tourism Board, Ministry of Manpower, McDonald’s, SkillsFuture, Health Promotion Board, Giga, StarHub, National Library Board, Spotify, SG50, HSBC, Pizza Hut, Shell, SilkAir, Esso.
Skills
Copywriting, conceptualisation, the big idea, or the small one-off crazy idea across different formats such as film, social, activation, print, and radio.
Experience
2024 - Present: Creative Director at TBWA Singapore
2022 - 2024: Associate Creative Director at Grey Group Singapore
2021 - 2022: Freelance Associate Creative Director (Copy)
2019 - 2021: Associate Creative Director at TBWA Singapore
2016 - 2019: Creative Group Head at TBWA Singapore
2012 - 2016: Senior Copywriter at DDB Singapore
2011 - 2012: Copywriter at Lowe Singapore
2008 - 2011: Copywriter at JWT Singapore
2007: Freelance Copywriter at Ogilvy Singapore
2006: Copywriter Intern at Ogilvy Singapore
Awards
Singapore Tourism Board "Dance to a New Beat"
2021 Creative Circle Awards 1 Bronze (Film: Online)
STB Unbeatable Travel Tips
2019 APAC Effies 1 Silver (Government/Institutional)
2019 WARC Awards 1 Bronze (Effective Social Strategy)
2019 Tangrams 1 Bronze (Charities, Public Services & Awareness Messages)
2019 Dragons of Asia 1 Black Dragon (Best Social Media or Word of Mouth Campaign)
2019 MARKies Awards 1 Silver (Government Sector)
2019 New York Festivals AME Awards 3 Finalists
2018 Creative Circle Awards 1 Silver, 1 Bronze
2018 IAS Hall of Fame
Finalist (Creative Team of the Year)
STB Justice Bao Travel Insurance
2017 Creative Circle Awards 3 Silvers, 1 Bronze
2018 New York Festivals AME Awards 1 Silver, 1 Bronze
2018 Markies Awards 1 Gold (Best Idea - Viral)
2018 Effies Singapore 1 Shortlist
2018 MMA APAC Smarties 1 Silver, 2 Bronze
STB Trishaw 360
2017 Creative Circle Awards 1 Silver
Breast Cancer Foundation "Logos Against Cancer"
2015 Cannes Press and Outdoor Finalists
2015 Spikes Print Gold, Outdoor Bronze, Print Craft Finalist
2014 Creative Circle Awards 1 Gold, 1 Silver, Best of CSR
2015 AdStars Outdoor and Design Finalists
2015 IAS Hall of Fame Social Campaign of the Year - Silver
2015 MediaCorp The Laurels Best Print Ad
Health Promotion Board "Life's Sweeter with Less Sugar"
2015 Effies Finalist
McDonald's Spicy Faceoff Campaign
2014 Effies Bronze
McDonald's McAloo Tikki TVC
2013 Creative Circle Awards Bronze (Original Score)
2014 MediaCorp Viewer's Choice Runner-up
Getty Images Music "Beats"
2013 Cannes Press Bronze Lion
2013 Creative Circle Awards 1 Silver, 1 Bronze
Cholula Hot Sauce "Rescue"
2010 Cannes Outdoor Silver Lion
2 x Accepted into The Work 10
AdFest Young Lotus
Singapore Representative - Placed 3rd out of 15 Asian teams