Selected work

Selected Work

Campaigns, launches, brands and events across Asia and the Middle East, each shown with the result it delivered.

01 / 13 · Event 98% app engagement

Hilton APAC GM and Commercial Conference

Strategy and comms lead
Hilton's 2024 APAC GM and Commercial ConferenceThe commercial expo at Hilton's APAC conference
02 / 13 · Brand 3 Bronzes Kancil Awards 2023

Malaysia Airlines: This is Malaysian hospitality

Project director and strategist
Malaysia Airlines cabin service, Malaysian hospitalityMalaysia Airlines aircraft in flight at golden hour
03 / 13 · Loyalty USD 2M+ incremental revenue

Emirates Skywards Tier Advancement

Loyalty and CRM lead
Emirates Boeing 777 in flightEmirates Business Class Lounge: the higher-tier benefits the campaign helped members reachEmirates Skywards tier coins: Blue, Silver, Gold and Platinum
04 / 13 · Brand 1,000 copies of the book printed, 250-guest launch

Global Schools Group: GSG25

Strategy, content and digital lead
The printed GSG25 book on its plinth at the launch, the cover's red arch framing a child from the key visual.The GSG25 key visual: children framed by coloured arches under the line "One global community. Shaping the future."
05 / 13 · Brand 90 yrs of heritage, opened on time

The UOB Gallery

Strategy and comms lead
The UOB Gallery, Right By You: The UOB StoryA visitor engaging with an interactive display in The UOB Gallery
06 / 13 · Brand 100% first cohort filled in under 2 months

Emirates Flight Training Academy

Client-side brand lead
The inaugural cadet cohort assembled at the Emirates Flight Training AcademyPioneering aviators wall installation inside the Emirates Flight Training Academy
07 / 13 · Campaign 1,200+ applications

Emirates Pilot Recruitment

Campaign and production lead
Emirates pilots, Adventure Awaits campaignAn Emirates aircraft in flight
08 / 13 · Campaign +39% child registrations in 4 months

NTUC My First Skool: site and campaign

Project owner and copywriter
A My First Skool teacher leading a group of children in a music activityMy First Skool campaign creative variants across the channels
09 / 13 · Campaign 4% → 22% ecommerce share, 4 markets

AHC Skincare: SEA expansion

Senior strategic lead
AHC Youth Lasting eye cream styled with candles against a dark, premium backdropAHC Skincare ecommerce campaign creative across SEA markets
10 / 13 · Campaign +23% online sales

Casillero del Diablo: Legendary Pairings

Localisation strategy lead
Casillero del Diablo wines paired with local Singapore ingredientsNovita Lam's Legendary Pairings Instagram content: Casillero del Diablo wines alongside local Singapore ingredients
11 / 13 · Web design & build 6 pages, live on GSG's own domain

GSG25 microsite: the anniversary, online

Design, build and content lead
The home page's "One date holds this whole story" section, with the 18 September date mark and the group's headline figures.The timeline's growth map, lit by year, beside the first campus of 2002.
12 / 13 · Web design & build Live lascenting.com, launched 2026

LA Scenting: web design and build

Design, build and content lead
A still from the LA Scenting hero film: guests crossing a grand hotel lobbyFounder section with a full-height portrait and an italic pull quote
13 / 13 · Loyalty Live shipped end to end, still live

Emirates Skywards: My Family

Project and digital lead
A family travelling together, Emirates Skywards My Family
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