ReclAIming Our Narrative #IWD2022

This bookmark collection was created in light of the Singapore Bicentennial, and to specifically commemorate the everyday heroes who made their mark on Singapore. These are the hardworking men and women who toiled on our soils and seas, and contributed to Singapore’s journey.

Breeze Singapore wanted to drive awareness of the new Breeze 3-in-1 Power Laundry Capsule through a social media campaign. The creative way-in was to take inspiration from romantic K-drama posters, parody them and inject famous lines that K-drama fans know and love with a twist of Breeze. Because if there's one thing that romantic K-drama posters must have, it's the feeling of yearning with that poignant, breezy vibe. Unwittingly the de facto K-drama expert in the office, I was assigned this project and had a blast choosing the best shows to parody, writing the scripts and crafting the mood with the right VO and music.

The Singapore Bicentennial directional posters: As part of Singapore's bicentennial commemoration of the island's modern founding, a multimedia show entitled 'The Bicentennial Experience' was open for the public. These way-finding posters were placed at Fort Canning train station to welcome and guide visitors to the show venue.

KFC Singapore wanted to help #KFCFriedFam celebrate Father's Day in a uniquely KFC way. The team discovered that despite the stereotype of Dad being "not around most of the time", Dad's words really stick with you – even the darndest, most freedomland things he's said. With that, the Father's Day campaign was centred around the questionable quips that #KFCFriedFam have heard from their dads.

Turkey for Christmas? How about in dry hell. Turkey is dry, expensive and it takes so much effort to roast it to non-perfection. As the authority on all-things chicken, KFC believes that chicken is the one true Christmas Bird. The fight for the crispy, juicy cause is on. The following is the creative preference and take on KFC SG's Christmas 2021 campaign.

The opening TVC for the Singapore Bicentennial commemoration, aka The Bicentennial Film, suggests that there is a much richer history to Singapore that many do not know of. To dive a little more into this richer history, the film was featured on the national event's website where readers can discover the stories of Singapore's lesser-known past.

The ask: To introduce a new breakfast item, the KFC Original Recipe Riser Burger. The problem: KFC is known for golden, crispy, chicken indulgence, but it may not be the most appealing breakfast option to have in the morning... well, not until it hits brunchtime! Ergo, the Riser burger is perfect for the late-riser who wakes up between breakfast and lunch, and needs a pick-me-up for the day ahead.

Contrary to parent brand KELE Pineapple Tarts, KELE Roll Cake takes on a more vibrant, youthful and cheeky identity with the Japanese roru-keiki roll cake as its signature product. I wrote the introduction on the landing page, the brand story, product descriptions, as well as the career and contact us sections.