Storytelling,
Strategy and Systems.
15 years in creative. Agency side and brand side. I see patterns, think in systems, and find the real problem. Then I design and write the solution.
Two Doors
For brands and CMOs
Looking for a Creative Lead?
15 years leading creative across McCann, Publicis, Wunderman, and Singtel. Campaigns, systems, AI enabled production. Work that earns attention and moves numbers.
See the work →For founders
Looking to fix your business?
We find the real problem in your business. Not the one you think it is. The one underneath, causing everything else. Strategy as a Service for owner led businesses.
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I find the real problem. Not the one you think it is.
- 15
- Years in creative
- 99%
- Production cost reduction
- 2
- Awards in 2026
- 5
- Brands now building
I lead creative direction and brand side creative strategy across campaigns, loyalty, and customer communications. I turn complex business goals into clear narrative platforms, messaging hierarchies, and scalable systems that teams and partners can ship consistently.
Design trained. Strong in copy. I think at the level of the business problem, not the execution task.
What I lead
- Creative strategy and direction across integrated campaigns and CRM lifecycle
- Messaging architecture and narrative platforms
- AOR agency partnership and production leadership
- Creative systems, templates, guardrails, and AI enabled workflows
Channels
CRM · Social · Digital · OOH · Internal Comms · Brand Experiences
Selected Work
Each case starts with the problem.
The work is the answer. Tap to expand.
Problem
Break through a price led roaming category on a limited budget, without global production costs.
Insight
Travellers don't want cheaper roaming. They want confidence and freedom, especially when plans change mid trip.
Idea
A bold promise that sells peace of mind and adventure, designed to scale across destinations and channels.
Impact
- +14% ARPU vs target
- 99% production cost reduction
- +62% TikTok CTR
- +1,174% DV360 CTR
- 98% video through rate
Problem
SG60 needed scale across many stories and assets without fragmenting the brand.
Insight
National moments are many small stories that need one coherent container.
Idea
A flexible tile based system that unifies multiple stories under one signature.
Impact
- Faster production cycles
- Cleaner consistency across formats
- Unified brand voice at scale
Problem
Telco value messaging often becomes transactional. We needed a story that shifted perception.
Insight
Value is emotional. People remember the feeling of getting more than expected, not the spec sheet.
Idea
A value led promise designed to feel like brand, not an offer.
Impact
- Strengthened value perception
- Proved high impact in house creative leadership
Problem
Network leadership is hard to feel in ads. We needed a tangible proof point.
Insight
Tech becomes believable when it upgrades a moment people already care about.
Idea
Transforming Gate 5 into an elevated entry experience that signals Singtel's role in powering fandom.
Impact
- A real world proof point
- 5G+ made visible and experiential
- Repeatable framework
Problem
Performance creative was inconsistent, slowing comprehension and weakening conversion.
Insight
In performance, clarity scales. A consistent hierarchy helps people process faster.
Idea
A modular brand grid that stays consistent while flexing across offers, formats, and messaging.
Impact
- +23pp purchase rate
- −15% CPL
- −10% CPM
- 63% of total purchases attributed to the new system
Recognition
Most Creative, Communications / PR
Singtel 5G+, Markies Awards 2026
Best Integrated Campaign
Broadband Built Different, Content360 Awards 2026
What people say
Words from the room.
A stealth fighter plane. Unseen, purposeful, and precise. A calm, strategic mind navigating the noise with silent leadership. When he speaks, the solution arrives with absolute clarity.
Eric YeoCreative DirectorConsistently brought strong creative thinking beyond design execution. Thoughtful, strategic, impactful. A highly dependable senior creative who elevates both the work and the team.
Evan LauProject ManagerMoves fluidly between copywriting and design. Approaches his work with clarity, intent, and strong awareness of the overall creative objective.
Dion LeowArt DirectorA multi disciplinary creative. Design trained yet strong in copywriting. Consistently elevates the work through strong craft and thinking beyond execution.
Cara FoongMarcoms ManagerSeven years working together. He brings ideas to life with fresh, unexpected thinking. A confident, clear storyteller with standout copywriting. His SG60 narrative truly elevated the campaign. I trust his creative direction completely.
Tay Wee KuanMotion Design LeadGreat at turning copy into strong visual ideas. On Roam Safe, Go Wild, he stepped up from designer to creative lead. Shaping the thinking, not just the execution. Understands the message behind the words and brings it to life visually in a way that feels clear and on point.
Lee Sook LiMarcoms Manager
Also buildingSTRATMRKT, That Banana Bread Company, Building That Thing, Mind Heist.