Before moving into product UX, fifteen years were spent on the agency side directing creative for regional and global campaigns. Full campaign write-ups with visuals aren't built out yet — this is an honest summary of the accounts and scope, not a polished case study. Ask if you'd like the fuller story on any one of these.
Creative Group Head
Jun 2017 – Nov 2019
We Are Social Singapore
Led creative and art direction for social media content and campaigns, managing a team of 6–8 art directors, copywriters, motion designers and video editors. Creative lead for Samsung Mobile's global social channels, directing global campaigns and providing on-the-ground creative direction for international commercial shoots and product launches, while enabling regional flexibility for local markets.
Global: Samsung Mobile
Regional: Intel · Epson SEA · Lavazza
Senior Art Director
Apr 2012 – May 2017
DDB / Tribal Singapore
Ideation and conceptualisation on integrated campaigns and pitches. Creative lead for digital and social campaigns and UX/UI projects, with art direction and execution across digital and social media assets. Work from this period won multiple industry awards across MMA Smarties APAC, SPH iink, and Digital Effies.
Local: Changi Airport · Cerebos · Health Promotion Board · MICA · McDonald's · National Library Board · National Environment Agency · Sony
Regional: Johnson & Johnson
Art Director
Mar 2011 – Apr 2012
JWT / XM Asia Pacific Singapore
Art direction across integrated agency campaigns and pitches.
Senior Digital Designer
Jul 2010 – Feb 2011
BBDO / Proximity Singapore
Digital design and execution across integrated campaign work.
Web / Interactive Designer
Dec 2004 – Jul 2009
PMG Asia Pacific / Integrated Communication Group
Early-career web and interactive design work — the foundation years for what later became a UX and product design practice.
