Purpose:
To introduce summer collections in Robinsons.
Idea:
Because I’m doing Phase 2 from their Great Singapore Sales campaign, the Phase 1 tactical idea is “Big Products, Small Prices”.
With that in mind, I approached a fantasy route adapting the “Alice in Wonderland” where Alice drunk the potion and shrunk herself to pass through the tiny door into the wonderland.
In this ad, the [...]

Purpose:
To launch their nursery fair.
Idea:
Showing a flock of stocks holding the babies and flying towards the Robinsons nursery fair.

Purpose:
To welcome the spring season.
Idea:
Models as pixies fluttering around the plants.

Purpose:
To launch Great Eastern Pink Life policy.
Idea:
I Love Pink Life

Purpose:
To launch Watsons’ membership card and to celebrate its 20th birthday.
Idea:
Using the bar code found on the member’s card (to store useful information of their customers), the idea - Bar Gain Card is developed. With that, the design elements of the whole campaign evolved around the black bars.

Purpose:
To promote the launch of the new Kia Rio sport version.
Idea:
With the addition of a whole new body kit, the new Rio appears to be more muscular. With that direction, the car is shown in a gym setting to reflect a more manly and masculine figure. 

Purpose:
To come up with a concept that sells Kia’s 7 different car models.
Idea:
The Kia’s 7 Sins Roadshow. Kia’s 7 sinfully good value cars. 

Purpose:
To demonstrate the launch of new technologies to view the National Day parade.
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 Website
 Mobile Web
 Viral Video

Purpose:
To announce the opening of Singapore Design Festival 2007.
Idea:
Along the line “Always a Better Way”, various ways to design are demonstrated through the different style of blueprint sketching by different kind of designers or non-designers.

Purpose:
To announce Robinsons’ Whitening Fair.
Idea:
Flower naturally move toward the light source. In this case, the model is so fair that her skin glows that cause the flowers to bend towards her.