PwC Experience Consulting
In 2017, PwC asked me to set up and lead their regional Experience Centre as a new line of service. After hiring a team of Emerging Technologists, Creatives, Strategists, Product UX/UI, and Human-centred Design specialists, I then needed to create our new home by designing and building our new workspace, whilst growing a culture of experimentation and open innovation.
Once we had launched, we created a range of experiences and solutions for governments, fintech, medtech, shipping and retail, and in March 2020, we invented one of the world's first proven Covid-19 contact tracing solutions. It was initially used in hospitals and then deployed as a white-label in seven countries.
Scoot
When Scoot launched, its aim was to be one of the most populist and disruptive brands across APAC. My team and I were asked to help them achieve this by creating their full brand and marketing strategy and creative materials.
One of the highlights was our ‘Inspiring Spirit’ work, which was picked up by global media, and returned over US $41 million in earned media for a budget of US $36k. It became the world’s second most awarded PR campaign that year.
Toyota / Lexus
To help Lexus prove their technical innovation credentials to their customers, we created a range of immersive experiences based on their reputation for cutting-edge technology, contemporary design and Takumi craftsmanship.
Notable work included using brainwave mapping technology to show customers their subconscious appreciation for the luxurious build quality of the LC, and for the launch of the new IS, we used Tobii eye-tracking technology to show customers that they were drawn to its new design features.
HSBC
HSBC moved their creative account from Hong Kong to Singapore and I was tasked to lead it. From TV, outdoor and activation, to digital, social and sports sponsorships, it was vital that the creative experience lived up to HSBC’s global reputation while being culturally relevant and insightful. As part of the global brand relaunch, we created a series of visual identities and idents underpinned by the line “Together we thrive”.
Unilever
For several years, I was responsible for the creative work for three Unilever brands globally and nine regionally, while leading teams in Asia, the US, Europe, Brazil, India, and the Middle East. Two of our brands, OMO and Sunlight received seven gold Lions at Cannes and two Effies.
