Storytelling,Strategy and Systems.

15 years in creative. Agency side and brand side. I see patterns, think in systems, and find the real problem. Then I design and write the solution.

See selected work→LinkedIn↗

Two Doors

For brands and CMOs

Looking for a Creative Lead?

15 years leading creative across McCann, Publicis, Wunderman, and Singtel. Campaigns, systems, AI enabled production. Work that earns attention and moves numbers.

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For founders

Looking to fix your business?

We find the real problem in your business. Not the one you think it is. The one underneath, causing everything else. Strategy as a Service for owner led businesses.

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About

I find the real problem. Not the one you think it is.

15: Years in creative
99%: Production cost reduction
2: Awards in 2026
5: Brands now building

I lead creative direction and brand side creative strategy across campaigns, loyalty, and customer communications. I turn complex business goals into clear narrative platforms, messaging hierarchies, and scalable systems that teams and partners can ship consistently.

Design trained. Strong in copy. I think at the level of the business problem, not the execution task.

What I lead

Creative strategy and direction across integrated campaigns and CRM lifecycle
Messaging architecture and narrative platforms
AOR agency partnership and production leadership
Creative systems, templates, guardrails, and AI enabled workflows

Channels

CRM · Social · Digital · OOH · Internal Comms · Brand Experiences

Selected Work

Each case starts with the problem.

The work is the answer. Tap to expand.

Creative DirectionAI Enabled ProductionCampaign System

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Problem

Break through a price led roaming category on a limited budget, without global production costs.

Insight

Travellers don't want cheaper roaming. They want confidence and freedom, especially when plans change mid trip.

Idea

A bold promise that sells peace of mind and adventure, designed to scale across destinations and channels.

Impact

+14% ARPU vs target
99% production cost reduction
+62% TikTok CTR
+1,174% DV360 CTR
98% video through rate

Other Highlights

Singtel 5G+

Markies Awards 2026, Gold: Most Creative

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Broadband Built Different

Content360 Awards 2026, Bronze: Best Integrated Campaign

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SIM Only Refresh

Modernised identity with scalable design and motion system

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Recognition

★

Most Creative, Communications / PR

Singtel 5G+, Markies Awards 2026

Gold

2026

☆

Best Integrated Campaign

Broadband Built Different, Content360 Awards 2026

Bronze

2026

What people say

Words from the room.

A stealth fighter plane. Unseen, purposeful, and precise. A calm, strategic mind navigating the noise with silent leadership. When he speaks, the solution arrives with absolute clarity.
Eric Yeo
Creative Director
Consistently brought strong creative thinking beyond design execution. Thoughtful, strategic, impactful. A highly dependable senior creative who elevates both the work and the team.
Evan Lau
Project Manager
Moves fluidly between copywriting and design. Approaches his work with clarity, intent, and strong awareness of the overall creative objective.
Dion Leow
Art Director
A multi disciplinary creative. Design trained yet strong in copywriting. Consistently elevates the work through strong craft and thinking beyond execution.
Cara Foong
Marcoms Manager
Seven years working together. He brings ideas to life with fresh, unexpected thinking. A confident, clear storyteller with standout copywriting. His SG60 narrative truly elevated the campaign. I trust his creative direction completely.
Tay Wee Kuan
Motion Design Lead
Great at turning copy into strong visual ideas. On Roam Safe, Go Wild, he stepped up from designer to creative lead. Shaping the thinking, not just the execution. Understands the message behind the words and brings it to life visually in a way that feels clear and on point.
Lee Sook Li
Marcoms Manager