Shaping immersive
brand experiences
through impactful visual identity and campaign-led creative.
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Mclaren Singapore
Brand System and Creative Direction
CHALLENGE
How to make content engaging to the singaporean audience
as most content are taken from global assest
INSIGHT
Audience like to be part of something bigger than themselves espacially for a brand like McLaren
SOLUTIONCreate content that is localised and foster a stronger sense of community
within the Mclaren SG club member by sharing more events and sharable moments
MY ROLEDeveloped a scalable visual identity system based on technical blueprint aesthetics,
translating high-stakes global brand guidelines into a dynamic social framework.
that the design can be easily execute and directed the vision of the video reels
Design Language
McLaren is known for its relentless pursuit of excellence, a mindset that requires constantlyreturning to the drawing board to optimize and refine.
To mirror this philosophy, I built the design language around blueprint lines,
visually echoing that dedication to perfection throughout the feed.
Brand World
Dynamic | Exciting | VibrantThis design system gives us the flexibility to experiment with diverse content types, keeping the feed fresh and engaging.
Most importantly, it anchors these creative variations to maintain a cohesive visual harmony across the entire page.
IG Page Improvements
Before Vs After
Updated bio to inject more of our distinct brand personality to our bio line
Redesign Highlights to make images more visible
Re-organise according to Events | Product Line-Up
Use of macro shots to reflect the sleekness of each car
McLaren F1
With 2025 being a monumental year for McLaren, the Singapore Grand Prix became the ultimate focal point as the team stood on the brink of clinching the Constructors' Championship.
To capitalize on this high-stakes moment and drive massive traffic to the McLaren SG social channels,
we developed and executed a strategic, four-part audience engagement campaign.
Lead Up To F1 Race
All Mclaren SG does not content paid media*
2,126 Likes
76 Comments
16 Repost
82 Share
8,849 Views
444 Likes
7 comments
67 Shares
14, 800 Views
1,600 Likes
19 Comments
60 Re-shares
87 Shares
290,000 Views
81 Comments
81 comments
689 Reshares
5,119 Shares
9,820 Views
609 Likes
7 Comments
60 Shares
4,448 Views
260 Likes
4 Comments
49 Shares
3,165 views
141 Likes
14 Shares
Skillsfuture Singapore
Hack It! Integrated Social Campaign
CHALLENGE It’s percieved as extra work, time-consuming, uncertain in payoff, disconnected from immediate results.
As a result, urgency is low. The challenge was to reframe upskilling from a necessity into an aspiration.
INSIGHTSYoung professionals already optimise their daily lives through “life hacks”, shortcuts that save time, energy, and money.
If positioned correctly, upskilling could be seen not as extra work, but as the ultimate shortcut to faster career progression.
SOLUTIONReposition upskilling as the ultimate life hack — not additional work, but a smarter shortcut to faster growth. Visually and tonally, the campaign borrowed from gamification, sketchy overlays and playful digital annotation. The objective was to make growth visible as something measurable and achievable.
MY ROLEConceived the overarching creative concept and directed a 360 integrated campaign,
directing the visual narrative from a high-production hero film down to daily social touchpoints.
Hero Key Visual - System
The KV features two talents representing different career stages.
With Gamified energy bar to visualise “skill level” and Sketch-style annotations to suggest improvement
in real time, digital-first aesthetic. Making growth visible, like levelling up in a game.
This KV systems is designed for adaptability across static, motion and short form videos
Hero Video Series
Two professionals. Two distinct career stages.
One shared pursuit of growth.
This series tracks an executive and a senior manager as they uncover the career hacks that transform their workflows,
amplify their impact, and redefine their leadership styles. The finale closes the loop on their journey,
following one character's promotion into a management role as they continue to upskill and lead the next generation.
Part 1 - Presentation Confidence vs Competence
We follow a junior employee confident in his presentation deck.
Part 2 - Overwhelm to Optimisation
We follow the journey of a mid level employee who is drowning in notifications and deadlines
Part 3 Doubtful to Leading
We follow the journey of a mid level employee who just stepped into a leadership roleSeries Concept - What The Hack?
A recurring content series spotlighting practical ways to upgrade skills, streamline workflows, and accelerate career growth.
The “Hack It” concept was extended into a recurring social series designed for longevity.
Each post delivered actionable micro-upgrades aligned to real workplace pain points, reinforcing upskilling as an immediate, practical solution.
And a recall of the previous part to get viewers to tune in to previous episodes
The elements from the Key Visual is also being used here to create a visually cohesive campaign.
Art Director
Producer
Producer
Canon Pixma Printer Promo Video
CHALLENGE
Communicate the sheer versatility of the Canon G Series MegaTank printers for everyday tasks, proving it’s the ultimate tool for a wide range of users. The campaign must appeal to both practical adults and highly imaginative kids who want fun, creative printing options.
INSIGHTS
Parents love being the "superheroes" who bring their kids' limitless ideas to life,
but they need a single, versatile tool that seamlessly handles both serious work and creative play.
SOLUTION
We center the video around a relatable family dynamic, framing the Canon G Series printer as the ultimate household enabler for both work and play.
ROLE
Transformed dry technical product specifications into a compelling, visually-driven narrative.
Directed, oversee and manage a team of creative in each step of the creative ideation and video production.
G Series MegaTank Hero Video
Art Director
Editor
Editor
Kallang Wave Mall
Always-On Social System
CHALLENGE
As it embarks on a major renovation in 2026, the mall’s familiar rhythms will shift – with tenants moving out and new spaces under construction. How do we keep the mall top-of-mind and worth visiting even as it transitions?
INSIGHT
Yet, with major events still drawing crowds to the area, the mall remains a central part of
Singapore’s entertainment and leisure circuit.
SOLUTIONKeep the Energy Alive, Own the Change
Evolve the mall’s social storytelling to focus on flagship tenants and lifestyle experiences. Continue to bring the mall’s unique energy to life and give audiences compelling reasons to visit, even amidst renovations.
We’ll work with the changes happening in the mall, and turn on-ground experiences into shareable moments online, keeping audiences engaged and building excitement for what’s coming next.
ROLE
Bridged the gap between physical retail space and digital ecosystems,
ensuring visual consistency across in-store key visuals and social platforms and
creating engaging videos to create more foot traffic to the mall.
Colour
Grading
A colour of videos are also standardise to make videos cohesize
Template
This are setup for ongoing post for easy adaptation within the design team Tasty Timeout Campaign
Campaign Overview: A six-month initiative designed to drive increased foot traffic during off-peak hours.
Key Visual (KV) Strategy: The KV aims to deliver a vibrant, appetizing poster campaign that captures attention and entices customers to visit participating outlets.
AHC is a skincare brand known for its high-quality, professional-grade products is launching
into the Singapore and ASEAN market under the P&G group. We are tasked to create awareness
of their brand and build creadibility of their products through informational and lifestyle content
My Role
Led the creative and art direction for a premium product launch in a new market,
overseeing the visual storytelling both in campaign video and on going social content.
Sun Stick Campaign Video
The brief -
Create a promotional video to launch their sun stick product,
highlighting its key benefits and showcasing its effortless application.
Art Director
Editor
Editor
Social Page
Launch
The brief -
To launch the Singapore page on instagram showcasing a range of visuals to encapsulate the brand’s story and visual in a 3X3 image
Leveraging client-provided assets,
I developed an immersive narrative that welcomed consumers into the world of AHC. The content translated clinical skincare benefits into an approachable visual journey, while strategically spotlighting best-sellers and sensory product textures to drive engagement.
Art Director
Social Content Reels
Created specifically for the Vietnam Market
Pop-up Event
The brief - AHC is launching into the singapore market, we are tasked to create a key visuals
and supporting product visuals for their new launch of skincare products at a pop up event at Vivo CIty.
Led the art direction for the activation's key visuals and print collateral.
Partnered with a designer to ensure the visuals clearly demonstrated product results,
while intentionally designing the layout of the pop-up brochure to guide the user through a cohesive brand story.