Currently steering the leadership and the creative helm of the new and refreshed GERMS. I drive positivity in the team and incorporate the right values into the business. Being a local advertising agency means we are proud to be local, we speak lingos and we deliver with surgical precisions to a client's marketing pain points. We thrive in interesting projects and will only stop when we are done. This is a new beginning and certainly an exciting one to behold!

Heading the creative arm of GERMS and was responsible for pitching, creative strategies and execution of integrated marketing campaigns that see the agency sail through the ever-changing landscape and morphing into its current form. Won NTUC Income and BCA 2 months in the job and pulled off one of the biggest campaigns for Singapore Press Holdings in 2014 - See the big picture where GERMS bought Savant Stephen Wiltshire in to draw the panorama landscape of Singapore through memory. An event that saw the then President and 150k turned up at Paragon Shopping Mall and over 8 million impressions online. 2016 sees GERMS expanding locally with its new office (tripled the size) and regionally with its first overseas office in Jakarta with INDO creatives reporting directly to me. Today I oversee 4 teams of creative with accounts spreading across automotive, financial, insurance, beauty and lifestyle. Accounts serviced:- KIA- Clarins (Regional)- United Overseas Bank- DBS BankAccounts won:- Volkswagen.- Skoda.- Mitsubishi.- NTUC Income.- Senoko Energy- Credit Suisse Private Banking.- Building and Construction Authority.- Velocity.- YAMAHA (Indonesia)- GovTechAwards won:*Please refer to the updated listIndustry services:- Jury for Crowbar Awards 2023- Industry reviewer, Portfolio night Singapore Poly 2021, 2022- Jury for Crowbar Awards 2021 - Branding/Integrated- Jury for Crowbar Awards 2022 - Design- Expert of the Graphic Design Technology Technical Working Group (TWG) for WorldSkills Singapore 2021.- The Gong Award 2017 - Jury for Innovation, Integrated, Media and CSR- Head of interactive jury panel for Crowbar 2015.- Panel for Industrial Training Programme, Singapore Polytechnic.- Marker for FYP 2017, 2019, 2021 graduates, Singapore Polytechnic.- Marker for FYP 2015, 2016, 2019, 2020, 2021, 2022 graduates, Temasek Polytechnic.- Internal Examiner/Marker for FYP 2017, Temasek Polytechnic.

Headhunted to steer the newly formed Interactive ship of O2 Advertising, an extension of Ad Planet Group of companies. Service accounts from beauty cosmetics to automotives to property launches.Accounts serviced:- Estee Lauder Group of Companies (EL, DKNY, Lab Series, Bobbi Brown, Clinque, La Mer).- Soo Kee Jewellery (SK).- City Developments Limited (Multiple property launch campaigns).- Heeton Holdings Ltd (Multiple property launch campaigns).Accounts won:- Mazda (launch of CX5, CX7, Mazda 6, 3).- Remy Martin (Louis XIII, Bruichladdich).- Money Max.- SK GoldIndustry services:- Interactive category judge for Crowbar 2011

Lessworkmoreplay Studio is a design boutique founded by me. An experimental platform where graphic meets technology. It has since taken a back seat after I devoted myself to my day job. Maybe I will revisit it someday.

Something I always wanted to do - a serious year of fashion photography shooting leading fashion editorials and campaigns. Fastest to earn a double promotion and made an Associate for the Master Photography Association in the United Kingdom.Magazines:- Arena Singapore- Style MEN- Designare- SkinCampaigns:- Future Fashion Now- Ashley Isham- Koon Hor- Sceneplicity by Sheila Sim- Singapore Brides- Tocco Toscano

Digital arm of Kinetic Singapore and in charge of design and art direction for multiple clients of different background from sports to properties to mobile technologies. Accounts serviced:- Nike- Zuji- Nokia- Ho Bee Land Limited (Sentosa Cove)- Armara HoldingsAccounts won:- Scotts Square- MINIAwards won:- Young Guns International Awards.- No.19 top creative under 30 world-wide 2007- New York One Show- London's D&AD Awards- Webby Awards- Singapore Creative Circles Award- Communication Arts- FWAIndustry services:- Interactive category judge for Crowbar 2007.