Advertising Work

Trust Bank Singapore

Since the 2022 launch of Trust Bank, a digital bank in Singapore, I’ve worked on its campaigns and always-on social. That includes creative leadership for the award-winning 2024 launch of its cashback card — an above-the-line campaign involving a film and islandwide out-of-home.

NBA Asia-Pacific Newsletters

I write copy for the weekly newsletters and direct mailers of the NBA in key Asia-Pacific territories: Australia, New Zealand, Japan, and the Philippines. Day-to-day work for this involves the application of cultural fluency and market-specific strategies to drive click-through.

Alcon Asia-Pacific Campaigns

I worked on the regional launch campaigns of Precision1 and Total — contact lens brands by the global pharmaceutical and eye care company Alcon. These involved productions in South Korea and Vietnam, for materials that would be used across Asia and beyond.

GoTyme Bank Philippines

I worked on copy and concept for the 2023 launch campaign of GoTyme Bank, a digital bank in the Philippines. Its unique proposition is the human quality of its customer service, so the campaign reflected that, mainly through its campaign film and a trio of shorts.