160over90

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

Associate Creative Director

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

clients

AIA group
Marriot Bonvoy
HSBC
Visa
SunLife
Olympics

campaign spotlight

AIA - Healthiest School Initiave

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

Working with external production partner Carbon Moves, we developed a series of seven documentary-style films highlighting participating schools across the programme.

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.

Creative Direction

Provided creative direction across the full video series, ensuring narrative clarity and alignment with AIA’s brand positioning around “Healthier, Longer, Better Lives.”

Scope included:

• Concept and narrative framing for the film series
• Creative oversight of the production studio
• Ensuring brand consistency across all seven films
• Stakeholder alignment between agency, client, and production partners

The films explored themes including:

• Mental health
• Physical wellbeing
• Nutrition
• Environmental sustainability

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