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Let's just skip all the clichés like "passionate", "results-orientated", "team player"... and get right down to the meat of things. I've included a little snippet of a story with each piece. After all, we call portfolios a "book" in the industry, don't we? And please feel free to have a look at my LinkedIn and contact me

Martell NCF Curious Sessions EP02: ASM-ARGH

Similarly with “Stag to Drag”, this project brought me to my very first metal show. And silly me wore a white t-shirt to it. I know I know… I did buy the band’s BLACK t-shirt on the spot and quickly changed into it. One of my favourite random moments of the night was when we were moshing, someone shouted out that their spectacles had fallen off, and we all stopped and looked down to find back the guy’s power of sight.

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First, there was Watain. And then, with Rachel Chan's latest petition calling for a ban on even more metal bands, it seems like Singaporeans are still struggling to understand what the scene is really like.

Can Glory, the quiet ASMR Doctor who has never heard of metal, learn to scream and perform live with underground metal band MucusMortuary?

Martell ncf: Fruit out @ zoukout

Admittedly, this was my first ever ZoukOut. And it was also a few months after I did knee surgery. I clocked in about 18k steps that night. Think my physiotherapist had mixed feelings about my “exercise”.

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Quest: In a world where liquor promotions are the same run of the mill campaigns, NCF with a fresh new look and bold irreverent attitude, had to bring a fruity twist to the party.

PUMA | 3 countries. 39 artists. 50 Years. One Suede.

I spent 24/7 with the production crew for two weeks as we flew from country to country shooting this video. You know how they say sometimes you shouldn’t travel with people if you want to remain friends? I’m proud to say that they added me to the all-exclusive “Production WhatsApp Chat Group” after a couple of days of traveling together. (And then kicked me out when we into post-production, but minor detail. I did get added back when we went for post-project drinks. That still counts right?)

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For half a century, one legend has graced feet, influenced minds and connected cultures, leaving its mark on generations of musicians, b-boys, illustrators, photographers, toy makers, fashion producers, DJs, tattooists and more. And this is how we celebrate it - with established legends and new age hustlers across Indonesia, Malaysia and Singapore.

PUMA SOUTHEAST ASIA | #FootTapping​ with PUMA Mirage Tech

Our ambition was to break down EDM and individually connect the dots between the elements - electronics, dance and music. We didn't have to look far for a solution, inspired by the "Tech" in Mirage Tech. The end result is a campaign that gives a different meaning to foot-tapping.

Got to try out a whole new way of making a video where the “effects” were done live and not in post, thanks to a Kinect camera and some magic from Mischief Makers.

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For the launch of the newly restyled PUMA Mirage Tech sneaker inspired by the world of EDM, we created ‘Foot Tapping’, a regional in-store, online and social campaign for Singapore, Indonesia and Malaysia.

In order to showcase some of the brightest EDM talents in South East Asia, and pay homage to Mirage Tech’s cultural leanings, ‘Foot Tapping’ became an experiment in creating music through movement and features Singaporean actor and musician Tosh Rock (SG), music producers Inquisitive (SG), Yusef Kifah (MY) and DJ Kild (ID).

A 60” film has been created which will sit on social channels, online and be played in-store.

The film features Tosh Rock, Inquisitive and the Mirage Tech coming together for an immersive “live” music video. Featuring a base sound composition from Inquisitive, Kild and Yusef Kifah, Tosh’s movements generate audio stems that are layered to create a brand new EDM track. His movements were also captured and tracked with a Kinect cam to create neon visual elements, all generated live. We worked with Mischief Makers, an experiential design and production lab, to bring the idea to life.

An interactive Instagram filter allows the user to create their very own unique EDM track by simply moving their head to remix Inquisitive’s song with three virtual beat pads. The remixes lets users unlock discounts on PUMA apparel and a chance to win the Mirage Tech sneakers.

#PUMANSOFSG

Got to love it when a joke (HumansOfSG –> PumansOfSg) becomes an actual campaign.

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True story: The world’s first Instagram Augmented Reality filter that transforms into a reward was born out of a silly joke. To drive footfall to 10 PUMA retail stores across Singapore, we created the #PUMANSOFSG campaign, a tongue-in-cheek play on the #HumansOf social media phenomenon. We gathered a diverse group of 6 influencers, including actors, comedians, a fitness instructor, dancer and former national footballer, each with their own unique following. Then we helped them transform into #PUMANSOFSG via their own customised AR face filters on Instagram.

The campaign also called on consumers to do the same, going from “HUMAN” to “PUMAN” to get rewarded with discounts on PUMA’s latest drops. This made every single AR Story not just a discount coupon, but a virtual billboard for PUMA, creating a chain of organic content, and driving customers to stores. Sweet.

Audy Bleu

Singapore’s very first Virtual Influencer, who is a friend of Martell.
Was a steep learning curve for us to figure out how to bring Audy Bleu to life. But we did and even got her an interview with RIce Media. In her spare time, she collaborated with local musicians on a music video that was best viewed with the combination of 2 mobile phones.

Nuudism for Nuude

I got to put my painting skills into action by adding brushstrokes of Nuude’s brand colours onto our talents’ bodies (you wouldn’t have been able to tell because I had my poker face on, but I was a tad bit stressed as it was my first time doing such a thing).

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Udders Ice Cream started a new brand called Nuude to sell a new range of low-calorie ice creams.

Leveraging off their name, we created a series of social content pieces to fit into this Nuudism philosophy we came up with for them.

Swipe Bright – Pond’s micellar water

Vicariously lived out my makeup dreams with this video.
The “three horizontal panel” opening sequence was inspired by an old guilty pleasure of mine – Ugly Betty’s opening sequence.
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We created a main film with cutdowns in different languages for the SEA market, demonstrating how POND’S new makeup remover can tackle any makeup look.

No more pulling & tugging – POND’s Cleansing Balm

We originally wrote a full song and we presented it to the client by walking into the meeting room with a guitar, and giving them a live playing and singing performance of the song, coupled with "karaoke-esque” slides projected onto a screen. Clients enjoyed it so much that they brought us to their main working floor where we stood in the middle of work stations and did the performance again. Definitely a first and was a lot of fun.
P.S They’re not paying me to say this, but this product works amazinglyyy well.

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We created a series of video content to demonstrate how effective this makeup remover is, where the makeup quite literally just melts off without the need for any pulling and tugging with cotton pads.

Glow o’clock – senka

I was inspired by Ignasi Monreal’s illustrations for Gucci when I came up with the art direction for this. And so this is the closest I’ve come to doing “Gucci” work so far. Am grateful to be given the opportunity to try something a little different for the skincare industry. At the same time, this illustrated technique allowed the different markets in SEA to swap out talents with choices of their from their respective countries. We also create a bucketload of gifs from the individual frames, cutdowns, and IG stickers that allowed everyone to have their “O’Clock” moment.

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SENKA’s new White Beauty line of products allowed the wearer to have glowing skin round the clock.

Happy father's day – Singtel

This was my first official TVC and I had the pleasure of working with Eric Khoo and his team on it. The experience definitely set the bar really high. 

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Dads don't usually go for big declarations of love and affection. But what they do is demonstrate their love in their own unique way. And it doesn't hurt if it just happens to be during the World Cup...

A Drive back in time – AUDI SG50

I was so keen on selling this idea and making it into a reality, that I invested in an Oculus Rift set out of my own pocket for us to test it out. Needless to say, the geek in me was very happy to have a new toy and of course, a new piece of work.

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As Singapore celebrated and reflected on 50 years of progress as a nation, Audi wanted to pay tribute to her success and achievements, in a manner that mirrors her growth as a nation. So we designed Singapore’s first ever time machine - a next-generation virtual reality experience that takes the viewer 50 years back in time via Audi’s SG50 Time Machine mobile app.

The campaign included PR, outdoor, print, social, YouTube and our microsite, we invited consumers to register to take a drive back in time with us. We had 3 weeks to recruit participants. But within just 24 hours, 60% of the appointment slots were filled. And in 48 hours, all of the 6,800 slots were taken up. Over the course of 10 days, we achieved an astounding 84% attendance conversion rate, the highest achieved by the Audi brand for a free event.

Our social content reached over 1.7 million fans. Almost 6,000 people experienced an Audi drive - a feat that usually takes over 2 years to achieve through regular showroom visits.

If you'd like to check out the app, you can download it from here –
App Store: http://apple.co/1Gea9l1
Google Play: http://bit.ly/1k6kohp

Neighbours – Nikon

This was a lesson in how perseverance gets rewarded.

And being a Nikon user myself (I still use my 14-year-old Nikon DSLR), this hit close to home.

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We felt that mobile phone cameras took pictures, whilst DLSRs made photographs – and how like people, those photographs are more than you expect. 

The traveller's beacon – bridge alliance

Our fashion senses definitely got put to the test when we created these characters. 

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Affordable data roaming is something every traveller will look for pre-travel. So we made it easier to find by creating an icon that's like a beacon for travellers. Whether online, on paper or around you, when you see the smiling traveller, you know you're in safe hands.

The icon makes it easy to sell the benefits in a conversational tone. Its customisable nature makes it adaptable for different telcos. And it travels well through digital and physical spaces in an integrated campaign.

Healthy lifestyle festival sg – health promotion board

I'm a big fan of the game Monument Valley and finished all ten levels in one sitting. It combines my love for art and puzzle-solving (I'm one of those nerds who does IQ puzzles for fun). So when the opportunity came to use Monument Valley as inspiration, I jumped at the chance and swiftly completed the mockup (the first image on the left) in a day and a half. The second image shows the final KV that was done by Sokkuan. And I'm proud to say, this was a "one shot, one kill" moment with the clients.

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Everyone knows making healthy choices is the right thing to do, but such choices can feel tedious and the last thing from being fun. Health Promotion Board wanted a KV to challenge this notion and show that healthier choices are more fun, wherever you are.

365 reasons to Let the world wait – corona

Let that sink in. 365 Reasons. 356 ideas and then 365 hand drawn illustrations.

Luckily, not in 365 days. And I'm so thankful for that.

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In Asia, we encourage everyone to Let the World Wait and enjoy a Corona. To reinforce this message, and give people a reason to take time out of their busy lives, we've created The Corona Calendar. It's a series of 365 coaster designs that depict an event, anniversary, or a little nudge to discover something that's worth raising a beer to, for every day of the year. Now that's a reason to celebrate. 

Breast cancer awareness – tangs

We wanted to use this paper quilling technique to create a key visual but were having trouble finding someone to do so. After much Googling and YouTubing, I bought the supplies and created this A0-sized paper quilling piece in under a week. 

This was also a first where we brought a pink bra into a client presentation to sell the idea.

And also where I hunted all over Singapore and mainly China Town to find bra pads. Who knew these were hard to find in Singapore? Which I then went all over Singapore again, before personally finding a printer who'd print on them. Bought the printer guys lots of egg tarts because I also gave them a crazy deadline (and yes, I ate some of those egg tarts myself)

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To persuade more women to perform regular self-examinations, we placed an extra pad into one of the cups of bras at Tangs – a department store, as part of their annual breast cancer campaign. So when women were trying on a bra, they'd chance upon the difference in padding and would then discover the extra pad.

On the reverse of the bra pad, there was a hard-hitting reminder to examine oneself regularly, with simple instructions on how to do so. As with most cancers, early detection massively increases the likelihood of recovery and survival.