Role: Ideation / Creative Direction / Motion Design
Client: Singapore Airlines
Agency: TBWA\ Singapore
6 Cities. 6 Cabin Crew. 6 Passions.
Journey beyond the cabin with our cabin crew. You see them on board, now follow their travels around the world.
The Ask:
Singapore Airlines Cabin Crew are commonly seen as being one-dimensional - from misconceptions of misogyny to them being just “servants of the cabin”. As part of the Welcome to World Class brand campaign, we want to dimensionalise Cabin Crew by “freeing” them in their portrayals, going from just “servants of the cabin” to modern, informed and relatable travelers of the world outside of the cabin.
The How:
We create travel guides fronted by our Cabin Crew, who are casted for their expertise in destinations they fly to frequently and are passionate for. Allowing them to showcase a depth of understanding they have for the destinations Singapore Airlines flies to and the unique and novel, experiences of the different destinations through their insights.
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This was a campaign that I had the opportunity to oversee from conceptualisation to overall art direction, pre production, shoot, post production and execution of the motion graphics for the opening and end sequences.
A 9:16 portrait film for social platforms was also adapted by me from the 16:9 main film for all 6 episodes. Using B-roll footage captured from the shoots, the 9:16 film incorporated a multi panelled approach to certain scenes to ensure the film was still watchable in a vertical format and provided additional content as well as context to the film for social consumption.
Role: Ideation / Creative Direction / Motion Design
Client: Singapore Airlines
Agency: TBWA\ Singapore
The SilverKris Lounge at Changi Airport Terminal 3 is home to personalities from all walks of life, especially with Changi Airport being a major travel hub in Asia. So let’s get to know the people who pass through the lounge at the Crystal Bar, and concoct a cocktail in their namesake.
An ongoing 5 episode content series, Cocktail Conversations offers an inside look into the notable personalities who fly on Singapore Airlines while offering a limited timed cocktail per episode, available at the Crystal Bar for all to order.
Role: Ideation / Creative Direction
Client: Singapore Airlines
Agency: TBWA\ Singapore
With the Kris+ app, you’re one tap away from everything.
One tap away from the plus side of life.
One tap away from a getaway.
This campaign utilises the idea of a Rube Goldberg device to showcase to showcase all the plus sides of life one’ll get to explore with Kris+.
From dining and shopping, we’ll show how all spending leads to an ultimate payoff through the domino effect — an aircraft taking off to signify “your next holiday”.
Role: Ideation / Creative Direction
Client: IKEA
Agency: TBWA\ Singapore
A campaign covering IKEA Singapore & Malaysia newest offering: Home Insurance
Utilising IKEA’s FLISAT doll house shelving and LILLABO toy figurines, a series of short films were created depicting 6 seemingly accidental yet disastrous home accidents.
Role: Ideation / Art Direction
Client: Singapore Airlines
Agency: TBWA\ Singapore
A brand campaign for the recovery efforts of Singapore Airlines as travel restrictions lifted across the world in 2022.
With the strategy of travelling bigger and better than ever before, the campaign was centred around travelling for the big milestone and sentimental moments now that travel is back on the table.
Role: Ideation
Client: Singapore Airlines
Agency: TBWA\ Singapore
The ask:
Singapore Airlines has one of the world’s youngest and most cutting edge fleet of aircraft in the world. Let’s share more about the fleet and build interest for the brand and it’s products.
The Insight:
Singapore Airlines planes are commonly seen coming in to land at Changi Beach or East Coast Park; two parks that are bustling on the weekends with families.
The How:
I spy In The Sky is a content series built around this, encouraging and inspiring parents to make plane spotting at these parks a weekend activity within the family.
The series takes on a storybook-like art direction and copywriting, portraying the different models of aircraft in Singapore Airlines’ fleet and their respective distinctive features that would aid in identifying them.
Role: Creative Direction / Videography / Edit / Motion Design
Client: Singapore Airlines
Agency: TBWA\ Singapore
This was a social sustenance content piece created as part of the Beyond The Cabin campaign.
As the fifth episode of Beyond The Cabin featured Masterchef participant and In-Flight Manager Mitchelle’s passion for culinary arts, this was a piece that was ideated to follow up on the main episode as a fun and engaging piece for Singapore Airline’s socials.
Centred around the theme of the fifth episode, Mitchelle welcomes us into her home and shows us how to create 3 dishes inspired by her recent trip to New Delhi, featuring b-rolls of her space and even plating techniques she’s learned from her cabin crew experience throughout the decades.
Role: Creative Direction / Edit / Motion Graphics
Client: Singapore Airlines
Agency: TBWA\ Singapore
A series of briefs that covered Singapore Airline’s brand new flagship SilverKris Lounges at Changi Airport Terminal 3.
These included an 8m glass installation of the Batik Motif and an 8m long curved digital display which required art direction and brand stewardship as the agency for Singapore Airlines.
A photo asset library shoot was also held for 20 images of the SilverKris Lounges and a 90 second film was shot and delivered.
Role: Motion Design / Edit
Client: Jollibee
Agency: BBH Singapore
An interactive campaign that brought Jollibee’s annual Kwentong film to TikTok for the first time in 2020.
JolliEverAfter invited the TikTok community in the Phillippines to star in their own romantic comedy in the form of 9 challenges, each representing a moment in the rom-com story arc. Leaving it open to anyone to do any of the challenges to fill the gaps in the story, their way.
The result is a story of infinite possibilities and storylines strung together by everyone’s own interpretation.
Role: Motion Design / Edit
Client: Sentosa
Agency: BBH Singapore
A campaign launched during the COVID-19 Circuit Breaker aimed at letting Singaporeans, who were home-ridden at the point, an opportunity to visit Sentosa without the need to leave the house.
Utilising Animal Crossing: New Horizons, a video game that was a hot hit of 2020, Sentosa Island was replicated with custom designed assets that take from the various resorts, attractions and locations of the Island.
Singaporeans could then sign up to visit the Island in the game, in which they would be then taken on a personal tour where they would be free to roam and explore the in-game rendition of Sentosa.
Featured on:
Campaign Asia
Hypebeast
Straits Times
Channel News Asia
Mothership
Role: Art Direction / Motion Design / Edit
Client: Samsung
Agency: BBH Singapore
Content creation for the global social content for the Visual Displays division of Samsung.
Content produced in liaison with Samsung Global for their various social platforms as well as packaged for and distributed to various markets globally for localisation.
Role: Motion Design / Edit
Client: NIKE
Agency: BBH Singapore
NIKE Bangkok Athlete Stories is a set of Instagram Stories videos and a full film ‘One Run Can Change the World’ featuring Thai NIKE athletes Koy Ratchawin and Artiwara Kongmalai (Toon) and their philanthropic efforts.
The film was produced with the aim for it to reside on the @nike Instagram TV platform, alongside a few sets of Instagram Stories that spanned various NIKE Instagram accounts to drive awareness and viewership.
Aside from the full film, a set of videos was also produced for the @niketraining account, focusing on the training routines of both Koy and Toon.
Role: Photographer
Client: BBH Singapore
Agency: BBH Singapore
None other than the Black Sheep of the Singapore Advertising industry.
Role: Motion Design
Client: Uniqlo
Agency: Kinetic Singapore
A set of videos produced for Uniqlo South East Asia’s Chinese New Year promotion.
3 sets of videos were produced at 3 different resolutions for the various displays across stores in Singapore and Malaysia.
A set of videos with 3 different versions were also produced for Social Media coverage on both Instagram and Facebook for a span of 3 weeks, with 1 version for each corresponding week.
Role: Graphic Design / Motion Design
Client: Uniqlo
Agency: Kinetic Singapore
I was tasked with designing as well as producing graphics for the panoramic displays at the Uniqlo flagship store at Orchard Central as part of their launch campaign.
The displays were primarily utilised to showcase photos and outfit shots submitted by the public through the hashtag #yourstagenowlive on various social media platforms.
As such, the displays looped a 4 minute long video that followed a format of 4 different sets of images collaged together. While graphic transitions served as intermissions between the sets.
Role: Photographer
Personal Project
Stressed la was a self initiated photographic series that essentially aimed to capture and provide everyone of the graduating batch of Visual Communications a photo to use for the annual Design Show alongside personal usage. That ultimately did not come to fruition after the shoot was carried out. Regardless, I had large amounts of fun carrying this out right in the midst of the last few weeks of our ongoing Final Year Project, perhaps it was vague escapism.
The shoot was focused around candidness in mind and it was intended for it to not only bring out the individuality of each designer, but also to provide some sort of a break for everyone in spite of our Final Year Project. Throughout the shoot, we had our various lecturers join in as well.
"eh how's your FYP sia"
"stress la"
"very good, come take photo."
Role: 3D Motion Design
Personal Project
An exercise in modelling and product visualisation techniques with the iPhone 12 Pro.
The model was also adapted for use in case study films and presentation decks where mockups required the use of an iPhone.
Role: 3D Motion Design
Client: ByBit
Agency: TBWA\ Singapore
A limited numbered series NFT for ByBit’s Moon Pillow.
Role: 3D Motion Design
Client: TBWA\ Singapore
Agency: TBWA\ Singapore
A simple 3D animation for the announcement of TBWA\ Singapore’s One Show shortlists across their social media platforms.
A few explorations into various techniques involving materials and lighting.