Cultural Marketing Agency · Associate Creative Directior

Delivered creative direction across brand campaigns, film production, and experiential activations for global clients including AIA, HSBC, Visa, and Marriott Bonvoy.

my role

Led creative development and execution across integrated campaigns, film production, and brand activations within the 160over90 global network.

Responsibilities included:

• Leading creative pitches and concept development
• Creative direction across video, animation, and campaign assets
• Brand strategy and messaging development
• Overseeing production with external studios and partners
• Developing design assets for digital, print, and event environments
• Maintaining brand standards across multi-stakeholder teams

Associate Creative Director

AIA group
Marriot Bonvoy
HSBC
Visa
SunLife
Olympics

clients
campaign spotlight

The AIA Healthiest Schools Challenge is a regional initiative encouraging schools to promote healthier lifestyles for students.

Directed a seven-film campaign highlighting schools participating in AIA’s Healthiest Schools Challenge, translating the brand’s mission of “Healthier, Longer, Better Lives” into human -centred stories across the region.

Campaign Film Series · Creative Direction

Strategic Framing

The challenge was translating AIA’s health mission into stories that felt relatable and grounded in real school environments.

The campaign focused on human-centred storytelling to showcase how participating schools were turning the initiative into meaningful change.

Scope included:

• Creative direction and narrative framing for the seven-film series
• Production oversight with animation studio Carbon Moves
• Ensuring alighnment across all deliverables.
• Development of supporting social media assets and copy
• Coordination across agency, production and client teams

The films explored themes including:

• Mental health
• Physical wellbeing
• Nutrition
• Environmental sustainability

(Associate) Creative Direction

To support campaign launch, I led the development of social media assets to accompany the film series.

• concepted campaign graphics
• wrote supporting campaign copy

The aim was to extend the storytelling beyond film and create a cohesive narrative across AIA’s digital platforms.

Illustration promoting healthy activities for children. Features dancing children under an umbrella, a child dancing with an adult, a boombox with music notes, and a hand holding a chain of paper cutout children. Text emphasizes the benefits of physical activity, health, and education resources from AIA Healthiest Schools.

The film series premiered at the AIA Healthiest Schools Summit and launched across social media
platforms to expand awareness
of the programme across the region.

outcome
An infographic promoting mental health and meditation in schools, showing children meditating, writing, and jumping, with slogans about health and learning.
A colorful infographic promoting AIA healthiest schools, emphasizing outdoor play for children's focus, curiosity, and critical thinking. Features children climbing, playing outside, and reading, with trees, rocks, and abstract nature elements.

In addition to campaign work, contributed creative support across a range of experiential activations and global projets within the 160over90 network.

cross-project contributions

Provided ad-hoc creative direction, concept development, copy writing, design and production support across teams in APAC and the US, assisting where additional design and creative capcity was required.

Projects included:

  • Standard Chartered Singapore Marathion - Westin SG Activation

  • E-Olympics Singapore 2023

  • Olympics Paris 2024

  • HSBC x Badminton Open

  • SunLife

Due to client usage rights, project visuals are not displayed.

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