In preparation for Hua Wei’s Developer Conference, there were a series of product launches and announcements that required a series of tease videos that highlights the positioning of the products. HDC embodies Huawei’s mission of building a fully connected, intelligent world providing a seamless all-scenario experience to consumers.

Initiative led by the Geometry Hong Kong team in partnership with UberEats.

Postcards from the Road. 

Living the life of a truck driver means living a life in isolation.

With more than 300 days per year on the road truck drivers 

live half their life in separation from their families. 

Shell China helped those truckers to share their stories, experiences 

and messages in form of video postcards for their loved ones.

Our team promotes the new HSBC Visa Infinite Credit Card by reframing the value of luxury for discerning travellers. The campaign tells personal stories of card members' special experiences, inspired by real accounts from a HSBC Visa Infinite's concierge service.

Positioning the Visa Infinite Credit Card as a curator of extraordinary experiences, the campaign launched on August 1 with a compelling film narrated by a HSBC Visa Infinite butler who helps a card member fulfill his father's decades-old promise to his mother. They embark on a journey that takes him and his mother around the world and for her, back in time. The campaign runs across print, digital, social media and a dedicated microsite created by us, and also spans activation and events.

Being the sole Art Director on this project, my role was to design the overall look and feel of the campaign, as well as to oversee the whole creative journey, starting from the video content, microsite and the campaign drivers.

http://www.hsbc.com.sg/1/2/personal/cards/visainfinite

Beringer #BetterBeckons social campaign is a three-phase campaign that talks about the spirit of optimism. We've created a social campaign that brings to life the brand philosophy and encourages consumers to give their own take on it through an Instagram photo competition. 

Challenge: Mouth wash is a highly under penetrated category in Asia. Most consumers don’t know what role mouth wash plays. For decades, mouthwash ads have typically relied on product claims, functionality, oral health factoids and product demonstrations. In April 2016, J. Walter Thompson led the launch of a new campaign across Asia that instead connects the brand to consumer’s lifestyles to help grow the category.

Insight: Armed with the insight that Listerine users seem to have a little extra edge to them, J. Walter Thompson helped design “The Study of Bold”, a survey of 6,000 people (half of whom use Listerine and half who don’t) in six market. The study found that Listerine users indeed live bolder lives: they’re more likely to sky dive, dance in public, volunteer, eat exotic foods, start their own company, plan a trip and leave on the same day, juggle, stand up to a bully, and do card tricks.

Idea: Bring out the Bold
In Asia, J. Walter Thompson Singapore’s regional J&J hub team leveraged popular culture to create a series of memorable characters to bring the appeal of Listerine-led boldness to life: the Fearless Warrior, inspired by a famous food blogger, Handsome Teeth, which riffs off Asia’s K-Pop mania; and the Salesman, the go-get-‘em guy with the confidence to upsell anything to anyone.

Results: This campaign ran across APAC. Post the launch it helped grow Listerine’s #1 Market Share in Japan and grew the Korea business by 28%.

Pizza hut Korean flavored pizza campaign launch

Nikon's D500 camera launch for APAC region.

A 360˚ campaign pitch to lead the upcoming 2017 academic year for Singapore's very own Nanyang Technological University.