Studio photography with Panasonic GH2.

Shot in Singapore with Panasonic GH2.

For: National University of Singapore, Outdoor Adventure Club
20 teams & 2 day’s worth of obstacle challenges around Singapore.

For: National University of Singapore, Outdoor Adventure Club
20 teams & 2 day’s worth of obstacle challenges around Singapore.

For: High Tech Computer Asia Pacific (HTC)
Art Direction & Design: Daylon Soh
Copywriting: Daylon Soh
Description: The ad was conceived as part of a pitch submission. Leveraging on HTC revamped ‘Quietly Brilliant’ brand campaign, the idea was to use HTC Sense’s functions as a market differentiator.

The idea is to convey how HTC Sense can adapt to its user’s needs easily. Make the ad yours. Simply fill in the blanks, and your word will be translated to one out of 200+ functions.

For: Economic Development Board (EDB)
Art Direction & Design: Daylon Soh
Copywriting: Daylon Soh
Description: The ad was conceived as part of a pitch submission. We got the insight from a quick survey that most applicants for this particular PhD students had engineering background. The client also hoped to convey a degree of prestige without sacrificing approachability.

The idea was that research breakthroughs from these clean energy and clean water PhD graduates could influence ordinary citizens to do their part in environmental sustainability.

Research is a higher calling and we believe that its ad should also inspire greatness.

For: Ministry of Information Communication & the Arts (MICA)
Art Direction & Design: Gia Hai (JJ)
Copywriting: Daylon Soh
Description: We broke away from the norm of using event photos of the President and the fund’s beneficiaries as we weren’t simply generating awareness like previous ads.

To increase traffic to the new website, the art and copy were conceived to be an open invitation for a housewarming party in this half page press advertisement.

You’re just a click away from our new home!

Join us for housewarming @ www.pc.org.sg

For: Ngee Ann Polytechnic (NP)
Art Direction & Design: Eric Chan
Copywriting: Daylon Soh
Photography: Kelvin Fok
With the recent launch of NP’s Ideawerkz Office, the client needed to shout to its group of student teenagers that they were going to award student ideas with cold-hard cash.

As teenagers have shorter attention span, the art and copy was conceived to sell the message in an entertaining manner. One of the student volunteers became the campaign poster girl with the doodle icons and diagrams as supporting visuals throughout all collaterals.

We also introduced a motion sensing light bulb which lights up whenever someone waves at it and a mobile buggy ‘bank’ decorated with the key visual elements. Humor and interactivity created a talking point and the fund was subsequently oversubscribed.

For: Infocomm Development Authority of Singapore
Art Direction & Design: Eric Chan
Copywriting: Daylon Soh
The ad was conceived as part of a pitch submission. We distilled the brief to two actionable insights. One, the two most commonly used Contactless e-Purse Application (CEPAS) cards are NETS FlashPay and EZ LINK. Two, Singaporeans are driven to use a new technology when convenience and rewards are introduced together.

The visual and copy plays with the idea of duality and contrast. Minimalistic visuals and lean copy was key in expressing the joy of convenience and rewards for the general public.

For: Kraft Asia
Art Direction & Design: Eric Chan
Copywriting: Daylon Soh
Planner: Daylon Soh
The ad was conceived as part of a pitch submission. We got the insight from a quick survey that Singaporeans use cream cheese for cooking and share their recipes among friends. The product has always used female angels for its past campaigns with “A little taste of heaven” as its tagline and we chose to reuse these elements to leverage on the brand.

The tagline “Spread a little taste of heaven today!” acts as a call to action for the entire campaign, which was based on the versatility of the product. We suggested localised recipes and different ways to enjoy Philadelphia Cream Cheese conveniently through creative media channels.

Refer to the Slideshare presentation below for the creative strategy and full suite of collaterals developed for this pitch.