We launched Panasonic's grooming range with a TV spot that explores the greater definition of beauty.

Yasmin Ahmad was a Malaysian film maker who touched the hearts of many with her honest, slice-of-life stories. She was also the much beloved and respected Executive Creative Director of Leo Burnett, Kuala Lumpur.

For the 3rd anniversary of her passing, Leo Burnett published a book of her quotes with all proceeds going to charity. We then invited local artists to submit their aesthetic interpretations of these quotes to form an online visual book.

Interior designers are visual creatures with unique styles. These print ads demonstrate that Schneider Electric has a switch to match each signature aesthetic.

I played a vital role in the sourcing and briefing of the photographer for this project. I also dealt with the producer for quotations and worked closely with the set designer to achieve the eight different looks.

MINI is a brand that is full of cheeky, fun personality. Often, getting that brand personality across relies solely on clever copywriting.

Dutch Lady launched new pack designs to explain its key ingredients and the specific milestones they address. This TVC introduced these packs by demonstrating how Dutch Lady milk "grows" with the child. The lyrics to this jingle were written by me with input from a professional songwriter.

The spirit of Shokunin embraces the joy of creation, the intention of doing it carefully, beautifully to the best of one's ability. This Japanese code of ethics underlines the creation of the new Panasonic premium range.

The brief was to make a video that could be used for both Chinese New Year and Christmas. It also had to feature as many Panasonic products as possible. The catch: we couldn’t address the festivals specifically because the client didn’t want to alienate anyone. So we did exactly what we were asked not to do. We created a Christmas and Chinese New Year musical mashup.

Believe it or not, even pre-roll ads on YouTube consume energy. To do our bit, we asked viewers to skip our ad. In fact, the faster they skipped the ad, the better. Because every second of energy conserved, could save a small part of a tree.

Or they could switch to Wiser Home automation for greater energy efficiency.

Direct marketing is perceived by many to be a less creative discipline. We needed to set the record straight.

The Call-for-Entries for the Direct Marketing Association of Malaysia (DMAM) Awards arrives in a gunny sack and a familiar whiff announces… the pungent durian! Themed “Idea is King”, the durian parallels the edginess of great ideas – who on earth thought of eating this smelly, spiky fruit? But someone believed in it and today, the durian is considered to be the King of Fruits in South East Asia.  

The pack also assails all FIVE senses – instantly demonstrating the power of Direct. Inside, a poster further illustrates how great ideas triumph, despite sceptics and scoffers.  Agencies were inspired. And the show received the most entries in its history.

Young adults prefer to spend their salaries immediately rather than invest in long-term insurance policies. We needed to educate them on the virtues of long-term savings. So we built an arcade-style online game that allowed users to redeem tokens immediately for small prizes. Or redeem later to play for bigger prizes. 

Here’s a bank that can help clean up the environment. All you have to do is make a deposit… in paint.

The global home automation industry is a fast growing market with little brand parity. In order to stand apart from the competition, we needed a bold, buzz-worthy and brand building idea. 

Stemming from the belief that home automation must be experienced to be appreciated, we proposed a campaign that was all about turning houses (and spaces) into homes with Schneider Electric.

We needed to cost effectively recruit at least 15% of total high value drinkers into a database – despite real price increase of 30% and Malaysia being a semi dark market (no tv, radio and outdoor advertising is allowed). The CRM program had to build brand affinity through on-going dialogues, rewards and recognition that create a sense of belonging among members.

Understanding the insight that the Guinness man is deeply rooted in his Chinese heritage, all communications reflect Chinese traditions and auspicious greetings. Each piece was meticulously crafted to stand out amidst clutter and leave the Guinness member with a lasting impression.

We created a digital campaign that offers students a glimpse of their future and allowed them to prepare for it with HELP.

Petronas is a Malaysian petroleum brand that is also a Fortune 500 company. The festive TVCs from this global but very much local brand, have become highly anticipated TV events for all Malaysians.

This is a moodboard that was presented during the Petronas festive pitch for the Hindu festival of Deepavali. It tells the story of how the traditional outfit of Indian women - the sari - is tied. 

This script, resulted in Leo Burnett Kuala Lumpur winning the pitch for this occasion.