More than 15 years of experience as a Creative Leader in local & MNC ad agencies with a portfolio of top brands for APAC and global branding campaigns. Won multiple pitches for ad agencies (Nespresso, MOE, IDA, BCA, LTA, CDL, Tiger Balm, SPS, Wisma and more). Awards winning creative that lead a creatives team of 12 in Craft Worldwide. Enthusiastic in understanding users' mindsets to provide solutions to solve users' problems (see Design Thinking methodology to solve wheelchair users' navigation problem using an app in portfolio). A creative with strategic branding knowledge to elevate brand experience (See Jaguar Land Rover and Nespresso CNY campaign ideation in portfolio). Meticulous in aesthetics with Art Direction with production knowledge at his fingertip (ask for art direction portfolio). His recent achievement is gaining certification as a practitioner of Artificial Intelligence, Data Analysis and Cloud Computing to expand his creativity beyond the traditional boundaries. A leader, critical thinker, who can adapt fast while does not compromise on quality, a creative with tech knowledge. Hope to serve you as a valuable team player. • FairPrice - Oversee all FP weekly retail ads 1996-1998• Renault - Localization on all Renault Assets 2001-2003• S.T. Dupont - Art Director for all S.T, Dupont worldwide creative and guideline 2001-2003• Burger King – Oversee product launch 2003-2005• Hewlett Packard - Art Director for all HP Consumer Product Commercial 1998-2001• Tiger Balm - Oversee creative for product launch 2008-2009• Wisma Atria - Oversee overall creative 2013• TANGS - Oversee creative 2012• Mazda - Oversee creative for product launches 2013• IDA - Oversee overall creative campaign and CI guide for IDA from 2011-2012• Ministry of Education (MOE) - Oversee Recruitment brand MOE from 2009-2012• Singapore Prison Service - Oversee overall creative 2013• CDL Properties – Oversee creative for launch campaign for New Futura Condominium 2014• Singapore Cancer Society - Oversee overall creative for the launch of Cancer Day 2015• OCBC Bank - Oversee creative, brand identity and communication guideline 2016-2017• MasterCard - Oversee creative of new travelling launch campaign 2016 & 2017• Nespresso - Oversee CNY Launch campaign for 2016 & 2017 for all Chinese markets• Land Transport Authority – Won pitch for recruitment brand Campaign 2017• Land Rover/Jaguar – creative and launch strategy for Chinese New Year Launch Campaign 2018• Wheelchair Users’ Navigation App – IBM sg 2021• Web UI application for online apparel retail – IBM sg 2022