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Co-founded FreshlyPressedSocks.com with two friends and former colleagues who share my passion for creativity and innovation. Together, we set out on an exciting entrepreneurial adventure, building a brand of socks that tell stories with hidden identities.

This journey has been an incredible learning experience. We gained deep insights into understanding our consumers from the ground up and learned how to market our products in a relevant and integrated way. But beyond the skills and knowledge we've gained, the most fulfilling part has been seeing the impact of our designs. Our socks have brought smiles to people around the world, including notable figures like Singaporean ministers, celebrities, and even the legendary Sesame Street puppeteer Peter Linz, who brings Ernie to life.

We are especially proud of our partnership with MINDS, an organization that supports individuals with intellectual disabilities. Being able to give back to the community and spread joy through our designs has been a profoundly humbling experience for all of us.

THE CHALLENGE
Our mission was to showcase the incredible power of SK-II PITERA™ Essence, highlighting its miraculous effects and superior prestige. We needed to create a campaign that not only stood out visually from competitors but also inspired long-term commitment to the SK-II skincare ritual.

THE SOLUTION
We set out to make the product launch an unforgettable journey, weaving it into every corner—from on-ground events and social media buzz to digital campaigns and travel retail spaces. By embracing trending aesthetics that truly resonate with SK-II’s audience, we created a captivating visual experience that left everyone awestruck and inspired.

THE RESULT
The limited edition bottle designs have been flying off the shelves! Our supporters aren’t just buying the SK-II PITERA™ Essence—they're collecting a piece of art. This campaign turned a skincare product into a coveted collector's item, driving both sales and brand loyalty to new heights.

As an added highlight, we also created interior designs for the SK-II headquarters and produced videos for global client meetings, further enhancing the brand experience on a worldwide scale.

THE CHALLENGE
How do you create buzz and excitement for the futuristic BMW ConnectedDrive, the BMW i8, first showcased in the thrilling chase scene of Mission: Impossible – Ghost Protocol?

THE SOLUTION
We created an exciting online escape game that throws you right into the action as Ethan Hunt. Imagine dodging CCTV cameras and sneaking past enemy guards while racing to escape from an enemy base. This thrilling secret agent adventure kept our participants on the edge of their seats and allowed them to win exclusive movie premiere invites and get up close with the sleek new BMW i8. It was an adrenaline-pumping experience that combined the thrill of gaming with the allure of Hollywood and high-performance cars!

RESULT
Our campaign gained tremendous traction through both paid and owned media. The movie premiere was a smashing success, attracting a surge of potential car buyers to the BMW showroom. It was an unforgettable experience that left everyone talking about the BMW i8.

THE CHALLENGE
Creating the Singapore version of a mobile MONOPOLY game was a thrilling challenge. With limited resources from Hasbro Asia and the need to build almost everything from scratch, we had to craft an engaging experience that also incorporated potential in-game business partnerships.

THE SOLUTION
I took on the role of consultant, brainstorming and coordinating the right resources while matchmaking the perfect talent to achieve the game's aesthetic vision. We conducted thorough research to propose ways to create a fun, incentive-driven user experience. Tackling each obstacle with innovative solutions, we ensured the game was both engaging and strategically sound.

THE RESULT
The project was an intriguing experiment that provided us with valuable insights. Despite the challenges, we gained significant learnings and I’m grateful for the opportunity to contribute to such a unique and exciting venture.

THE CHALLENGE
Burger King is renowned for its irreverent, cheeky, and fun brand approach. Our challenge was to maintain this legacy in the competitive Singapore market while dealing with significant resource and budget constraints.

THE SOLUTION
We tapped into consumer research and insights to find unique entry points. By leveraging relatable and timely topics, we harnessed public reactions to create buzz and drive results. We employed an integrated media approach, combining on-ground activations, social media campaigns, and digital marketing to maximize our reach and impact.

THE RESULT
Burger King became the talk of the town, boosting brand awareness and increasing sales. The client was thrilled, and we even won some awards along the way. It was a rewarding and enjoyable experience!

THE CHALLENGE
We had to launch a Nike campaign to celebrate Josiah’s Olympic achievement on a national scale within an incredibly tight timeframe. Without the luxury of a photoshoot, we needed to embody the 'Just Do It' spirit to make this happen.

THE SOLUTION
Inspired by Josiah's incredible journey, we created a dynamic illustration that captured his entire cycling career up to his Olympic preparations. By portraying him as the embodiment of Courage, we brought his story to life for the Nike Malaysia Olympic campaign.

THE RESULT
The campaign launch was a phenomenal success. It resonated with everyone, spreading inspiration and showcasing Josiah's athletic passion. The highlight was receiving Josiah's personal recognition and approval through a heartfelt handwritten note to the team!

THE CHALLENGE
In the fiercely competitive tech industry, it's not just about showcasing the latest advancements—it's also about flaunting the most well-designed personal PCs and laptops. The challenge was to market our product lineup through the most desirable, innovative, and futuristic campaign possible.

THE SOLUTION
To meet this challenge, I delved into the best insights and sought the most relevant ways to highlight the sleek design of our computers through compelling storytelling. By incorporating the latest visual trends and graphics that resonated with our target audience, we crafted a campaign that was both innovative and engaging.

THE RESULT
The results were promising. Our approach not only captivated our audience but also reinforced the cutting-edge image of our product lineup.

THE CHALLENGE
Introducing a groundbreaking one-day contact lens with innovative features posed an exciting challenge. How could we make this launch stand out in a crowded market?

THE SOLUTION
We decided to elevate the branding with a contemporary, high-fashion premium look, positioning Bausch + Lomb as the go-to brand for quality contact lenses. By blending cutting-edge design with a luxurious feel, we aimed to captivate our audience and set a new standard in the industry.

THE RESULT
The responses were incredibly encouraging. Bausch + Lomb solidified its position as the leading brand for premium contact lenses, continuing to set the benchmark for quality and innovation.

THE CHALLENGE
Heineken's campaigns are all about celebrations. Our challenge was to find fresh and exciting ways to celebrate special occasions with Heineken.

THE SOLUTION
We explored innovative approaches to bring the campaign to life, focusing on an integrated experience. By seamlessly connecting offline, online, and on-ground consumer experiences, we created a cohesive celebration. This included eye-catching installations, hijacking retail spaces, and generating buzz to engage our audience fully.

THE RESULT
The campaign gained significant traction, earned media attention, and created new spaces for people to celebrate with Heineken, making every occasion unforgettable.

THE CHALLENGE
We needed to boost brand awareness and market share for Iliadin nasal spray, making it clear to consumers that Iliadin offers the most effective solution for unblocking noses. Our goal was to make this proven claim stand out against the competition.

THE SOLUTION
We decided to dramatize the seriousness of a stubborn blocked nose, portraying it as the worst nightmare imaginable—like drowning or a near-death experience. To break free from this nightmare, we presented Iliadin as the ultimate solution: effective, long-lasting, and the best on the market.

THE RESULT
Our dramatic visual approach turned heads and garnered recognition, ultimately strengthening Iliadin's position as the top nasal spray on the market. It was an impactful campaign that resonated with consumers and solidified the brand's reputation.

Behind the scenes. https://www.youtube.com/watch?v=WxBjdpe4pN8&t=10s

1) VICKS EASY APPLICATOR

THE CHALLENGE
How do you introduce the new Vicks Vapor Rub with its innovative, easy-to-use roll-on design? We needed to break away from the traditional jar form and highlight the convenience of this new applicator.

THE SOLUTION
We tapped into the everyday challenges of working from home, where juggling work and home responsibilities can be overwhelming. By focusing on this relatable scenario, we showcased the new Vicks Easy Applicator as a simple, efficient solution. We highlighted how its roll-on design makes it effortless to switch between meetings and family care—just twist and glide.

THE RESULT
Our campaign resonated with younger users, convincing them to embrace the new Vicks Vapor Rub. This not only boosted the product’s popularity but also kept the P&G business thriving.

2) VICKS COLD RELIEF PILL

THE CHALLENGE
Launching a campaign for cold relief supplements in the post-COVID era posed a unique challenge. How could we communicate the benefits in a way that felt relevant yet lighthearted, avoiding any tones that were too threatening or serious?

THE SOLUTION
We stumbled upon a fun trivia fact: polar bears are unlikely to catch a cold. This inspired us to create a playful spin for our campaign. The idea was simple: "Polar bears won't catch a cold, but humans do." This became the heart of our creative strategy, adding a humorous twist to our TV commercial and making it both engaging and memorable.

THE RESULT
The campaign received a promising reaction from consumers, which delighted our clients. We managed to create an entertaining and effective approach to promote our cold relief supplements, striking the perfect balance between relevance and humor.

THE CHALLENGE
As a leading brand in consumer electronics, showcasing our product innovations in a unique yet simple way is always a challenge.

THE SOLUTION
We dove into creating a new visual language that truly resonates with consumers. Our goal was to deliver comprehensive, groundbreaking product innovation stories in a visually stunning and highly desirable manner.

THE RESULT
Our efforts kept the brand competitive and strong, ensuring we stay ahead in the game.

Creating impactful, memorable, and engaging experiences that connect with the target audience on a deeper level, combining elements of design, technology, and storytelling to transform spaces and interactions.

Every campaign is a learning opportunity, a thrilling challenge that pushes us to grow and adapt. Each encounter, whether bitter or sweet, has been an adventurous joyride that shapes who I am today.

I am deeply thankful for the incredible team, the comrades, and the friends who stood by me and fought through every obstacle together. Most importantly, we had fun along the way, and that camaraderie has been our secret weapon in making it this far.

Here is a compilation of our hard work, the pieces that didn't make the cut, cherished memories, and behind-the-scenes moments. Enjoy the journey with us!