Singapore
A creative director with 17 years of experience in advertising and 10 years in motherhood. I’ve hustled in Singapore and Hong Kong, crafting insights into stories for McDonald’s, Carlsberg, Singtel and UOB and creating global campaigns for Samsonite, Neutrogena and Nike. Besides leading the Samsung Visual Displays global social account with an incredible team, I've also been lucky to produce a beautiful Social Commerce format that has helped increase online sales AND brand favourability in the region, rolled out the stunning Bespoke Home Appliance OOH campaign in Singapore, and producing a global film for Samsung's flagship TV, the Neo QLED 8K. I first joined BBH Singapore to lead the regional Dutch Lady family nutrition account and Unilever’s Surf account. During my time here, I became the co-creator and lead writer of the influential Nike Women Instazine, a social editorial innovation that led to the launch of 6 more global Nike Instazines in that year. My success on the Nike Women Instazine fuelled my passion for social storytelling, and I went on to launch BBH’s first IGTV films for Nike Chicago, spotlighting the causes of two local run clubs in the lead up to the Chicago Marathon. The films gained more than half a million views each, in less than a week, surpassing the total viewership of similar films made for some of Nike's global elite athletes. My work has been recognised at the Creative Circle Awards, Effies, D&AD, One Show, Clios, Spikes Asia and ADFEST. I am also an author of a children’s book, Extraordinary Eloise, which was published under a National Arts Council grant. Things I love: Zeitgeist Work. Insight x Idea x Craft. Things I hate: Work-Life Balance and Mother’s Guilt (one doesn't exist, the other is always lurking!) When I’m not working, I love nature trailing with my 8 and 10-year olds.
Creative Director on Samsung Mobile and Visual Displays and previously Nike. Steering always-on content, digital narratives and campaigns across Instagram, Facebook, TikTok, YouTube and more. Also launched campaigns for UOB, Singtel, Jollibee.
Creative lead on Dutch Lady and Surf Detergent for S.E. Asia. Also worked on brand and retail campaigns for UOB
One of four creative leaders from around the world engaged to evaluate and discuss a curated collection of creative output from The Lego Agency.
Worked on McDonald's and Neutrogena S.E. Asia