Levi's®, Online
Client: Levi’s®
Type: Interactive
Involvement: Art Direction, Design
Awards & accolades:
• Site of the Day(15th May 2008) - Designlicks
• Site of the Day - E-Creative
• #35 on DesignCharts (for week ending 1st June)
Year: 2008
Casual chic has never been easier to achieve. You can match any top to any bottom from Levi’s latest Spring Summer collection and still look fabulous. There is no need to worry about clashing colours or mismatched separates.
The online site extends the Mix It Up theme behind the collection by fusing fashion tips and an interactive showcase of the clothes in a myriad of settings. Encapsulated in cubes, visitors can spin and click their way through the collection and see for themselves how the clothes come together perfectly.
A simple click on a sample outfit brings you to the detailed view of the clothes.
Users can share their favourite locations and settings where they wear their Levi’® by uploading a photo to the online gallery. Visitors can also flip through the gallery to view other contributions.
Levi's®, Print
Client: Levi’s®
Type: Print
Involvement: Conceptualisation, Design, Execution
Awards & accolades: Creative Circle Awards 2007: Finalist
Year 2006
A true Levi’s® jeans lover will never even dream of living his life outside his jeans. He will be in his jeans when he’s getting his first tattoo. He will be in his jeans when taking a shower. He will be in jeans whilst his jeans dry in the sun.
While brainstorming ideas for this campaign, we wanted to retain a Singaporean flavour. The sight of wet laundry drying from bamboo poles outside high rise HDB flats is something unique to Singapore. We wanted to capture that and the “can’t live without” idea, hence the juxtaposition.
Johnnie Walker, Mobile Application, Online
Client: Johnnie Walker
Type: Interactive, Mobile Application
Involvement: Design, Execution
Awards & accolades:
• Asia Interactive Awards ‘07: Best Navigation/Structure - Gold
• Asia Interactive Awards ‘07: Best Online Campaign (Yahoo! Big Idea Chair) - Silver
• Asia Interactive Awards ‘07: Best Mobile Games/Applications - Silver
• Asia Interactive Awards ‘07: Best Viral Marketing Campaign - Silver
• One Show Interactive Awards ’07: New Media Innovation and Development - Bronze
Year 2007
The Johnnie Walker Digital Personal Assistant is the world’s first mobile application that updates your social calendar and gives you access to the latest offers in relevance to your location.
Embodied in the form form of an alluring woman, Jennie, your personal assistant has you covered on the social scene. Whether it’s about getting onto the VIP list of an exclusive club, being in the know about the hottest parties in town, or even getting home safely after a night of drinks, Jennie has it at the touch of a button.
Crafted as an initiative for Diageo, the Johnnie Walker Digital Personal Assistant has helped Diageo communicate more effectively with successful businessmen. The Johnnie Walker Digital Personal Assistant also helped Johnnie Walker’s brand become more visible in the Asia-Pacific region by creating strong visual identity and a compelling teaser campaign to market the application.
Click to view the eDMs in full
A series of teaser eDMs were sent out. The campaign marketed Jennie as a young, intelligent and resourceful woman seeking a job as the recipient’s personal assistant. This was followed by a referral letter by John Collins, marketing director of Johnnie Walker. In this eDM, he invites the recipient to meet Jennie in person and decide for himself if she makes the cut. The launch party was held at Movida, St. James Power Station. The invited guests were shown for the first time what Jennie really is and how Jennie can work for them. The campaign ends with a message from John Collins thanking the guests for being one of the first to experience Jennie.
The Johnnie Walker Digital Personal Assistant was created in Flash Lite and works on any device that runs Symbian S60 and Flash Lite. A J2ME version for phones that do not support Flash Lite was created too.
DHL, Online
Client: DHL
Type: Interactive
Involvement: Art Direction, Design
Year: 2007
As one of the global supporters of the Special Olympics, DHL helped to increase the awareness of the Special Olympics by promoting the Law Enforcement Torch Run. As part of the online campaign to promote the Torch Run, we came up with a series of movies, eDMs and banners.
As part of Olympic tradition, the Olympic Torch is lit from the flame in The Acropolis, Athens, Greece. We wanted to show how the flame was delivered by DHL from Greece to the rest of the world.
Visitors are invited to start their own Torch Run. They can also track their own digital Torch Run across the map.
Click to view the eDMs in full
A series of eDMs were blasted to encourage visitors to pass on the Torch to as many people as possible.
Online
Client: Caring for Cambodia
Type: Interactive
Involvement: Art Direction, Design, Copywriting
Awards & accolades: Official Honoree at the 12th Annual Webby Awards
Year: 2007
Caring for Cambodia is a charity for the children in Cambodia. Since the Khmer Rouge’s reign, children of Cambodia have suffered a gap in the education. With the firm belief that education is the way to pave a brighter future, Caring for Cambodia set out to raise funds and build schools to educate the Cambodia’s next generation.
When we were asked to create a website to represent Caring for Cambodia online. We wanted the user feel like they were playing an active role in helping to rebuild Cambodia. Each time a user makes a donation to Caring for Cambodia via the website they get to buy a piece of the landscape. The site is made up of 700 over individual “buyable” pieces. Upon donating, the purchased piece will become filled with colour and the donor gets to leave his/her name on the piece.
Since the launch of the site, the profile of Caring for Cambodia has been raised significantly. The site also been selected as one of the Official Honorees at the 12th Annual Webby Awards.
DHL, Print
Client: DHL
Type: Print
Involvement: Art Direction, Design
Year: 2007
Contrary to its name, the DHL Weightwatchers programme is not a health awareness campaign. It is an internal campaign to increase DHL’s deliverymen’s awareness on the proper way to fill up an ULD (Unit Load Device). When a ULD is properly loaded, more goods can be shipped as the weight is properly distributed per load.
DHL wanted a logo that conveyed this message at a glance. Hence we crafted a logo showing well loaded ULD and a ULD that is load haphazardly on a scale. The well loaded ULD weighs more than other ULD, thus making maximising that ULD’s potential.
The logo was made into heavy duty stickers that were pasted around DHL warehouses. The bright colours and straightforward messaging helped convey the message effectively to DHL deliverymen.
This campaign was run in more than 70 countries worldwide successfully.
Online, Personal Work
Client: none
Type: Interactive
Involvement: Conceptualisation, Design, Execution
Year 2008
Rhythm Surfer: Xtreme is a personal collaboration with my partner during Code::XtremeApps:: 2008. We had 24 hours to come with an idea to the brief, design the application, code it and package it all together with Adobe AIR.
The game combines music with physics. The player is supposed to choose a track from his local drive. The game engine then analyses the music data and creates a visualiser in the form of a sea. The player then uses the surfer character to surf through the seas. The player also face random falling obstacles which he must navigate around while maintaining his balance on the music sea.
You will need to have Adobe AIR installed on your system to play the game.
