Pearl • Multidisciplinary Creative Director & Strategist with 12 years of experience in Agency, SaaS, and Social.
180/360 CAMPAIGNS
META MARKETING SUMMIT
Creative Lead
Creative Direction, Creative Strategy, Art Direction, Copywriting, UIUX, Team Management, Project Management, Artists Sourcing, Presentation & Sell
SG’S NATIONAL ICONS 60TH ANNIVERSARY
Creative Lead
Creative Direction, Creative Strategy, Art Direction, UIUX, Team Management, Project Management, Brand Partnership Sourcing, Presentation & Sell
MAGNUM PLEASURE AUCTION
Art Lead
Art Direction, Social-First Design
SINGAPORE’S AIR FORCE RECRUITMENT: RSAF
Creative Lead | Pitch
Creative Direction, Creative Strategy, Art Direction, Project Management, Presentation & Sell
CREATIVE STRATEGY
TRIPADVISOR’S YEAR-LONG INSURANCE
Messaging Strategy | Proposal
Strategy, Copywriting, Messaging, Creative Ideation
FACEBOOK MARKETING SUMMIT
Creative Lead
Creative Direction, Creative Strategy, Art Direction, Copywriting, UIUX, Team Management, Project Management, Presentation & Sell
FACEBOOK CHINA ES OPENER: VR
Creative Lead
Creative Strategy, Creative Direction, Art Direction, Presentation & Sell
CHANGIPAY BRANDING
Creative Strategy & Direction Lead
Creative Strategy, Creative Direction, Art Direction, Branding, Design
SECRETLAB CREATIVE STRATEGY REFRESH
Creative Strategy Lead
Creative Strategy, Messaging
CHANGI LOVESG
Creative Strategy & Direction Lead
Creative Strategy, Creative Direction, Art Direction
SOCIAL-FIRST
NCSF SINGAPORE
Creative Strategy & Design Lead
Creative Strategy, Design, Copywriting, Performance Tracking & Marketing
APPLE X CHANGI SOLARI
Senior Creative | Proposal
Art Direction, Imagery Sourcing, Content Design
IKEA MOTHER’S DAY
Creative Strategy & Design Lead
Creative Strategy, Messaging, Art Direction
HUAWEI SPORTS MODE
Creative Lead
Creative Direction, Social-First Design
ART DIRECTION
META MARKETING SUMMIT
This was created alongside 2 talented artists in India and Korea. I art directed the composition and they added their flair to the rest of the artwork. In totality, we created a total of 7 larger “scenes” and 20 localised gifs.
FACEBOOK SUMMIT OPENER: HK/TW
This was created with Charlie, an Illustrator based out of Hong Kong. Together we envision the full story and sketched out the flow. The art direction here was intended to be raw, sketchy, and done in a stop-motion feel.
IKEA CATALOG BANNERS
To launch IKEA’s catalog range of items for the new year, I art directed the banners to look like a peak into little homes. I also leaned into the strong colour matching style of IKEA’s instore visual display, and brought that design style into their banners.
DISNEY PLUS: RAYA
To launch Disney Plus’s latest asian-led animation: Raya, I art directed a series of socials that talks about the 5 different estates of this mystical land. The design influence takes after the mood of the show: adventurous and mystical.
DISNEY’S 100TH
I wanted to integrate Disney’s 100 into each of the shows to increase association and to give the “100” logo a larger play in the graphics.
SG’S NATIONAL ICONS 60TH ANNIVERSARY
To connect a patriotic movement with the youths in Singapore, we leveraged on merch and pimped them up with modern designs. This was done as a proposal for possible merch that we could create for the movement. The eventual output was 6 different local designers coming up with 6 unique pieces that sold out within 2 weeks of launch.
PHOTOGRAPHY
I started a dropshipping store in 2020 in the boom of both covid and e-commerce, selling phone straps and matching cases. I ordered in samples, styled and shot each of the colour sets.
On launch day, I sold 18 sets, making a 90% profit margin with no paid ads cost!
Japan and Taiwan have the most peaceful landscapes, they’re my favourite to capture. Also my mom makes a wonderful model.
Specifically Taiwan, had the most beautiful colours in nature and architecture.
I also love capturing nature and real life as they happen. There’s a certain charm that Asia brings.
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