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.
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.
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.
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.
