Uniqlo: Airism
Challenge:
How can we highlight the cool and airy features of the updated AIRism collection and its versatality through visuals that the Singaporean market can relate to.
Solution:
Combining the influence of Uniqlo’s Japanese roots with elements of Singapore, we decided to use paper fans commonly seen during Japanese summer festivals as a backdrop. We complemented the setup with props that represent local scenarios to imply the versatility of the collection for differnt occasions and the cool comfort it brings.

Role: Concept, art direction, props & styling, photo retouch

Uniqlo Airism

Uniqlo Airism

Uniqlo Airism

Uniqlo: UT Ambush
Challenge:
In this paid partnership with a pre-determined influencer, location and multiple product features, how can we reflect the youthful spirit behind the streetwear brand Ambush, yet retain the message of - Disney loves Minnie Mouse collection in the video?
Solution:
Taking inspiration from TikTok hand dances and a previously trending, "I used to so beautiful, now look at me" challenge, we turned designs from the collection into hand gestures that would become the trigger to showcase different product pairing.

Role: Concept & storyboard

Uniqlo X Ambush

Uniqlo X Ambush

Uniqlo: Sport Utility Wear
Challenge:
How do we help Uniqlo generate awareness and interest in their new activewear collection, when the Athleisure category is filled with sports brand.
Insight:
Activewear is not only comfortable, but also functionally suitable for a wide range of activities – giving people the option to wear one outfit for everything they do. We tackle the cliché perception that activewear is only for sports, by establishing that Uniqlo Sport Utility Wear is meant for so much more.
Solution:
Presenting – Active & Chill (and everything in between).
We create a series of quirky 15s videos that challenges the audience misperception of activewear. Each video starts with a close up of the influencer stretching and getting ready, like they are about to start a workout. On zoom out, they are just comfortably and suitably dressed for sports and everyday moments.

Role: Concept & storyboard

01. Active Shopper
Video opens with a closeup of the talent stretching her hands, rolling her neck as if geting ready to lift a bar bell. Quick camera zoom out to reveal talent pushing a grocery cart in the super market. Uniqlo Sport Utility Wear

02. Active Couch Potato
Video opens with closeup of talent stretching and kicking his legs as if getting ready for a run. Camera pans and zoom out as talent runs and jumps on to sofa to watch TV.Uniqlo Sport Utility Wear

03. Active Marketeer
Video opens with talent doing parkour across a couple of low walls. Camera pans and follow the talent as he jump through a open window, into a client meeting.Uniqlo Sport Utility Wear

Uniqlo Social Campaigns

Selected social campaigns created for different collections from the Uniqlo brand.

Working on a fast fashion account is a good mental workout. Several social campaigns are running simulteanously behind the scenes and ideating to sell somewhat similar products is a fun challenge.

I find it especially exhilarating when I manage to weave in micro-stories or inject 'a nod to' trending news in the concepts - the kind of 'if you know, you know' wittiness.