OF SPIRITS & BURLESQUE - OH YES!

Tasteful yet sexy, irreverent yet elegant, who better than brand ambassador and world renowned Queen of Burlesque 'Dita Von Teese' to bring forth the true spirit of the Cointreau brand via the regional ‘Be Cointreauversial’ campaign. 

This successful launch led to being appointed to develop and manage the follow-on ‘One Night in Bangkok’ campaign, where a series of monthly parties were held and hosted by “Cointreauversial” female celebrities and personalities across the region with attendee's vying for the chance to win tickets to the “One Night in Bangkok” mega-party, where Dita Von Teese once again performed her captivating burlesque show.

Responsible for the creative direction and design strategy for the regional rollout (Seven countries) which included print, on-trade, off-trade promotions, microsite design & development, copy writing, UX promotions, show management, set design, photography and video production.

ALL THAT GLITTERS

The Singapore Tourism Board and Singapore’s leading jewelry brands collaborated to create an event to put their products on Asia’s fashion map and serve to drive luxury tourism.

Enter the Singapore JewelFest, inaugurated in 2003, we were appointed to create, curate and execute what has become ‘Asia’s most luxurious retail jewelry exhibition’. Starting with just 5 brands, the Singapore Jewelfest now has over 100 international jewelry brands participating.  

A 10-day mega event held in a purpose build pavilion located in the heart of Singapore’s luxury shopping district Orchard Road. The SJF showcases more than $300 million worth of fine jewelry with approximately 35,000 visitors from all over the world.

Responsible for the creative direction and design strategy for the regional rollout which included print, collaterals, promotions, website design & development, UX promotions, event management, set design, photography and video production.

HAUTE JOLLIER

Lee Hwa Jewellery is Singapore’s leading chain jeweler and one of the pioneers in the fine jewelry industry. We were appointed to create and execute a campaign to celebrate their 40th anniversary.

The month long campaign culminated in a glittering affair held at Singapore’s most luxurious shopping venue The Ion. Guests were treated to haute couture runway shows, bespoke cocktails and jewellery collections curated to mark the occasion.  

We were subsequently appointed the following year to create a campaign celebrating their collaboration with ‘Forever Mark’ DeBeers Diamonds exclusive retail brand.

Responsible for the thematic platform, creative direction and design which included print, collaterals, promotions, event management, set design, photography and video production.

SEXY SKINS

Designed and developed limited edition Cointreau ‘bottle skin’s for Rémy Cointreau Global Trade Retail to be retailed in Duty Free Australia. This proved to be a success translating into a sales increase in general consumer uptake and additionally developed a rabid following among the collectors audience.

URBANIZING COGNAC VIA THE CENTAUR DANCE SHOWDOWN

Rémy Martin Cognac wanted to reposition the brand to appeal to a target audience of 18-28 year old males who perceived it a much older man’s drink.

The integrated communications plan centered around a series of regional urban dance contests culminating in the ‘Centaur Dance Showdown’ which brought the best dance crews from six countries to compete for the title of ‘Asia’s Best Urban Dance Crew’.

The program drew more than 3,000 ticketed consumers to the finale featuring Jolin Tsai, Asia’s number one Mandarin recording pop star, held at Singapore’s landmark Casino Marina Bay Sands. This translated into raised brand awareness levels by more than 35% and increased market share.

Responsible for the creative direction and design strategy for the regional rollout which included interactive/digital platforms, website design & development, UX promotions, ambient advertising, print, on-trade & off-trade promotions, event management, set design, photography and video production.

Designed and developed limited edition packaging and VSOP ‘bottle skin’s to appeal to the collectors market and drive general consumer uptake during the festive seasons which proved to be a success with the target audience translating into a sales increase of 30% on and off trade. 

PERFECTION BEYOND PREDICTION

Launched the regional 'Rare Cask' campaign to capture the luxury cognac connoisseur market. This campaign was multi pronged and culminated with the owner of the ‘House of Rémy Cointreau’ hosting the dinner in celebration of a cask that occurs once every 100 years, with each bottle costing in excess of USD$20,000. The outcome was successful in raising awareness among the critical connoisseur audience, which translated into direct sales of 100%.

Responsible for the creative direction and design strategy for the regional rollout, which included print, collaterals, event design and management, photography and video production.

Appointed to develop and produce the print campaign regionally for Giorgio Armani’s launch of his exclusive and eponymous home furnishing brand ‘Armani Casa’.

Launched the regional Piper Heidsieck 'Rare Vintage' campaign to capture the luxury champagne connoisseur market via selected media and private events. Also stewarded the original ‘Brut’ campaign and transitioned the brand into its current campaign.

Responsible for the creative direction for both regional rollouts, which included print, collaterals, event design and management media planning, photography and video production.

Concepted and designed comprehensive Branding Architecture for LeVel 33, Asia’s highest Craft Brewery and Erwin's Gastro bar. Scope Included foundation and manifesto language, art direction, branding system, advertising, collateral, promotions, web and mobile concept, online Identity channels and environmental graphics. 

Developed the test market branding for Far Coast Coffee and Chaqwa Coffee in collaboration with Coca Cola. Scope Included art direction, POS, advertising, collaterals, promotions and environmental graphics.

Launched the Minute Maid brand and range of juices across Southeast Asia working closely with the USA agency. Ensured brand equity was not compromised while creating a look that resonated with Asian audiences. Conducted focus groups to gain insight and subsequently developed flavors and packaging specifically created to cater to the Asian palate. Scope Included art direction, advertising, promotions, POS and environmental graphics.

From luxury residences to mixed developments and starter homes, I have worked on a wide range of property projects. The scope for the selected shown included art direction, identity creation, advertising, collaterals, media planning and promotions.