Communicator, Adjunct Lecturer, Community Advocate
Workplace discrimination.
This could happen to anyone.
Assuming that one’s gender, race, age or family responsibilities impacts work performance, is a bias that can inhibit people with the right abilities and ambition from contributing at work. It’s time we end workplace discrimination by knowing and acting on them fast.
Together, let’s do our part to create a fair and inclusive workplace for all.
Senior Art Director
TAFEP, 2022
While the trending phenomenon of non-fungible tokens (NFTs) have blown up the global art scene, The Corbett Foundation wanted to use NFTs for a meaningful purpose, raising awareness for TCF’s commitment to helping bengal tigers roam free across greater areas of land so they can repopulate and regenerate their numbers, in turn conserving the vast biodiversity of the nature reserves they inhabit.
Shockingly, there are only 2,967 bengal tigers left in India. Furthermore, one of the major concerns in tiger conservation, is the resources available to protect existing and create more tiger corridors that allow bengal tigers from different reserves to move between their habitats, keeping tiger gene pools diverse and the population strong. TCF and partners want this to change by the time the next Year of the Tiger comes around.
Tiger stripes are one-of-a-kind, 100% unique to each tiger, much like thumbprints. Thus, TCF and partners decided to use the original and distinctive tiger stripe patterns of real tigers from The TCF reserve, as inspiration to bring awareness to the continued efforts in regenerating the tiger population in India.
Transformation of Generative artwork from real Tiger stripes and photos
Senior Art Director
The corbett foundation, 2022
Insight: Going for a mammogram is a daunting task for many, and a lot of women end up not doing it because of fear.
Women share their tears and fears in life with their best friend(s) all the time. So why not share this one very important fear too?
Idea: It’s time to talk; girl to girl, woman to woman.
We start a movement by getting women to reach out to their closest female friends, and making them their ‘Breast Friend’; promising to be there for each other for mammogram checks and have open conversations about breast-health related topics.
A tender moment between the BFF KOLs will be captured to be used on different digital touch-points and to help amplify the awareness of this campaign after the social media launch.
#BreastFriends Instagram Stickers
Using uplifting social media stickers, we encourage best friends to show off their completed mammogram sessions or when they have nominated their Breast Friends.
#BreastFriend Self-Check Dance Challenge
💞👌🏼👌🏼🤏🏻🤲🏼👈🏼👇🏼👆🏼👉🏼💞
In a light-hearted TikTok and Instagram challenge, a sequence of hand gestures will showcase the steps that borrows the breast self-examination actions and movements.
It will help communicate the importance of the self-checking process.
You can challenge your Breast Friend once you have done the check on yourself!
Art Director
BREAST CANCER FOUNDATION, 2021
What are real moments? They’re the ones that make our lives matter. The ones that occur only when we shed distractions to be truly present with the people around us.
So, we can enjoy quality time with friends and realise the joy they bring to our mealtimes.
Lipton wants to help you and your friends celebrate the real moments you share over mealtimes with its tasty LIT which is made from real tea leaves and lemons, and is better for you as it’s lower in sugar.
This campaign direction is a natural continuation of the “perfect with food, better with friends” idea platform as it takes on a more purposeful angle that will resonate with our audience.
Campaign objectives: Make “Perfect For Food, Better With Friends” more purposeful by injecting the global brand idea of uplifting people/friends to make quality connections during meal time.
Art Director
LIPTON THAILAND, 2021
PRODUCTION HOUSE: TRITON FILM BANGKOK
Because your hugs inspire ours, Huggies Naturemade ensures that you
and your baby will enjoy better bonds with every change. We deliver this through our product, packaging, experiences, content and more to walk this new and exciting journey of motherhood together with you.
Huggies Jingle 1
Changing diapers, changing diapers
So much fun, so much hugs
You’re no longer stinky
You’re no longer smelly
Nice clean bum, now hug mum
(Song melody: Are you sleeping)
Huggies Jingle 2
Let’s lay you down here slowly, gently
Lift your legs
Lift your legs
Take a wet wipe, clean your front then your bum
All nice and clean
Grab a fresh Huggies nappy, and lift your bottom
Tape the left
Tape the right
Oh how nice and clean, oh how nice and soft
Now you’re all done
Art Director
Huggies, 2020
Project Dreamcatchers is an annual event that aim to provide a voice for chronic ill children in NUH.
In 2015, Amanda conceptualised and executed the event and mixed-media exhibition in Singapore Arts Museum to life through her designs – logo, branding, collaterals, website etc.
How to we drive consumers to upgrade their favourite breakfast burger or wrap with a cuppa coffee?
Junior Art Director
2017
Problem:
Some people are skeptical about the conventional breast self-check.
Insight:
During exercise, women are especially attuned to their bodies – what burns, what hurts and what simply does not feel right. Here lies an opportunity to make self-examinations a part of their workout routines.
Idea:
Using everyday yoga to perform breast self-examination.
Art Director
Breast cancer foundation, 2018
Although there are 17.3 million people with visual impairment in China alone, not every society is fully-inclusive of the visual impaired or the blind in their community. Ziploc is a brand that promotes it’s world of endless possibilities, even the blind can lead an organised life with proper food safety.
We enable the blind to lead a safe and organised life with proper food safety, by including their habits in an everyday storage solution.
How? Creating add-on slider tabs to the main slider function on Ziploc bags, that allows one to label it with the Braille alphabet system. It can be organised based on days of the week (i.e. Sunday, Monday), or date for expiry or to the contents in the bag (i.e. dumplings, frozen peas).
Art Director
Ziploc, 2021
Reframing the consumer’s mindset:
Shift from “It’s just fast food” to “Wow! Never knew McDonald’s had that.”
Think you know McDonald’s?
Think Again.
This campaign reinforces the quality cues of the Signature Collection:
Highlight the premium patties and ingredients.
Idea: BEAUTIFUL INSIDE
Think you know The Signature Collection?
Think Again.
Art Director
Mc’donalds, 2018
