Watch This Space: The Facebook Watch Launch PartyThe Brief
To mark the launch of Facebook Watch in Singapore, our clients were hosting a media event for influencers, government reps, and press. We were tasked with crafting a guidebook and EDMs—the email kind, not the dance floor kind—though we brought the energy. The tone needed to feel smart, inviting, and reflective of the platform’s curated, global edge.The Execution
With the deadline looming, I jumped into action. First, I wrote the EDMs to generate early buzz. Then, I dove into research for the guidebook, watching trailers, reading reviews, and even listening to the Limetown podcast while working late—which, frankly, made for a pretty creepy experience. Would not recommend.The Outcome
The guidebook was printed, the EDMs sent, and the event went off without a hitch. I didn’t attend the party, but I was told it was a hit, and more importantly, so was the content. The client was happy, and I got a crash course in turning around polished, engaging collateral at the eleventh hour.

DON'T Drink Responsibly: Bubble Tea Branding with BiteThe Brief
Two entrepreneurs were launching a bubble tea shop called Tease, and wanted a brand identity that was fun, irreverent, and offbeat—Dumb Ways to Die was a key reference point. My task? Create a concept that matched that cheeky, chaotic energy.The Concept
What if bubble tea was so good it helped you survive even the worst days? I came up with a cast of absurdly unlucky characters, all pushing through ridiculous, life-threatening scenarios—with bubble tea in hand.Auntie trapped in a burning building? Still worth it. A teen mauled by a shark? He’d do it again. A circus act gone horribly wrong? No regrets. And finally, a schoolboy who narrowly avoids a fine, only to face far worse.These quirky characters formed the heart of the brand’s storytelling. Out of the four, our schoolboy antihero emerged as the fan favourite and became the eventual face of Tease.The Outcome
The concept came to life through comic-style illustrations by our artist. The schoolboy eventually became the brand’s unofficial mascot, a playful symbol of rebellion powered by caffeine. No copywriting was involved here, just character creation and storytelling, from concept to visual brief.

It’s a Wylde World: Narrative Design for a Sky-High SagaThe Brief
BattleSky Brigade is a Singapore-made indie IP by BattleBrew Productions, originally conceived as Tribes—a cutesy real-time strategy and auto battler hybrid targeting tweens and up. Beneath its adorable surface was a game rich in lore and tactical depth, set in a skyborne world where three animal factions vied for loot and dominance.My Role
As the narrative designer and worldbuilder, I created an entire lexicon for each playable race:Smolians – fun-loving bunnies whose vocabulary befits their lack of intelligence.Plempings – grumpy, flightless birds who speak in rhyme... and improvise where necessary.Tecks – highly intelligent goldfish with a penchant for made-up words that sound smarter. But only to them.I shaped their vocabulary and cultural quirks, then expanded the world through:Character design (Pip the Smolian, Sparra the Plemping, and Ludvik the Teck)Single-player campaign writing (40+ missions, 8–10 dialogue lines per mission)Naming and lore for units, buildings, locations, and factionsFrom Concept to Spin-offs
While Tribes wasn’t released due to funding limitations, the IP lived on through two subsequent games:BattleSky Brigade: TapTap – An idle clicker set in the same universe, where players built floating island bases and fought off sky pirates. I contributed lore and content, including locales for an unreleased Expeditions feature.BattleSky Brigade: Harpooner – A light-hearted shoot-em-up with fishing mechanics. I wrote dialogue for the protagonist Pim, a debt-ridden Smolian “sellvager” on a quest for odd treasures.The Outcome
TapTap was released as a standalone game, and Harpooner launched later as part of the prestigious Apple Arcade debut lineup. It was praised for its snappy humour and writing style:“Well-written, and blessedly brief.” – Ragnar Tørnquist
“Juvenile-yet-not-inappropriate jokes.” – NoEscapeVG

Born and raised in sunny Singapore, I fell in love with words sometime in kindergarten and never quite recovered. Since then, I’ve worn many hats—copywriter, game master, narrative designer, social media manager (and a few weird ones in between). Along the way, I’ve shipped two games, been nominated for a marketing award, and worked with brands like Twitch, AIA, Facebook, and Blizzard.These days, most of my time is spent with my greatest teacher and fellow geek: my son, who shares my love for great stories, whether in the form of a book, video game, or TV series. I also spend far too much time waxing lyrical about food, fashion, and skincare on social media.While my current stage of life is blessedly uneventful, the chapters leading up to it were anything but. I like to think that all that lived experience helps me connect with just about anyone, whether I’m writing for players, caregivers, corporate clients, or that one very particular stakeholder.Want me to craft the words to tell your story? Just ask! I come armed with experience, literary references, and an endless supply of oddly-specific anecdotes.

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From Stale to Standout: AYP’s Brand OverhaulThe Brief
Revamp an award-winning HR tech brand’s outdated identity to stand out in a saturated, post-COVID market.The Execution
We began with a deep dive into AYP’s positioning—mapping out competitors, identifying gaps in the market, and distilling the brand’s values and vision. From that, we crafted a comprehensive communications framework, which laid the foundation for their new brand strategy.At the heart of it? A bold new tagline: Leading the Future of Work.We rewrote and redesigned the website, breathing life into their brand story with a punchy, forward-looking manifesto. That manifesto was later adapted into an employee culture book used for onboarding—making sure the internal brand was just as strong as the external one.To support the rebrand, we built a steady stream of content—blogs, infographics, and social posts—to cement AYP’s position as a regional thought leader in HR and the future of work.Featured ContentI Believe in the Hybrid Work Model. Here's Why.
5 Hot Tips to Stop Employee Burnout Before It Starts.
HR Evolution: Past, Present & Future

It Just Makes Cents: Financial Literacy Made SimpleThe Brief
AIA’s series of financial literacy training videos needed a refresh. They were factually sound but felt dated—too long, too dry, and a little too textbook for today’s fast-scrolling viewer.The Execution
We rewrote the original scripts to be sharper, shorter, and easier on the ears. Then came the fun part: transforming abstract financial concepts into simple, memorable visuals.Diversification? Plant your savings across different pots and see which one grows. Dollar cost averaging? Think of it as shopping smarter during a sale. Risks and rewards? Walking a tightrope while carrying different weights.Working closely with the animation team, we helped plan the structure and storyboard each video—timing the voiceover, pacing the flow, and making sure every metaphor made sense. The result? A punchy, beginner-friendly video series designed to make financial know-how feel a lot less intimidating.

From Basement to Boardroom: Twitch’s B2B TurnThe Brief
How do you sell Twitch—the world’s biggest livestreaming playground—to business audiences who still think “streaming” is just something their teens do in the basement?The Concept
Simple: show, don’t tell. We turned a B2B showcase into a full-on Twitch experience, complete with the vibes, visuals, and viral energy the platform’s known for.The Execution
As always, we began with research: viewer stats, case studies, conversion metrics, brand success stories, and the ever-important audience pain points. Then I got to work shaping it all into a narrative of possibility—one that would walk viewers through why Twitch works, and how they could make it work for them.I planned and scripted the event end to end: keynotes, interactive segments, supporting infographics, and video assets. Our designers made it look like a pro broadcast—minus the stiff suits.The Results
Audience rating? 4.3/5. Client feedback? “Can we get a whole playbook of this?” (They got one.) Bonus level unlocked: the programme became a finalist at the 2021 Marketing Interactive PR Awards, Best Use of Virtual Platforms (B2B).

The Brief:Cram a whole lotta info about the AIA Medishield Integrated Shield Plan into a 90-second video. And make it fun.The Execution:When they talk about gamification, I'm not sure they meant this. I created a video game concept for the brief, mapping elements of the content to video game mechanics that would best demonstrate their use. Everyone's a character in a video game, health problems are monsters, hospital wards are levels and the AIA plans are shield powerups that save the day.We then liased with an animation company, where I helped direct the storyboarding and narration to produce the finished product.

The Brief:Our clients loved our Whimzees campaign so much, they hired us again to create more Instagram content for the parent company, Wellness. The campaign would revolve around their new tagline: Unconditional Love, Uncompromising Nutrition.The Execution:As before, we developed a content framework with several key goals of the campaign: to emphasise the benefits of Wellness Pet Food, establish it as a trusted brand for generations, and to establish a connection with pet parents everywhere.I conceptualised a series of posts following various themes:Three interconnected images images that users can swipe through to reveal the whole household, illustrating that pets are part of the family.A wordless story about a grieving widower who finds a stray cat and gives it a home.Bite-sized infographics talking about Wellness Pet Food's nutritional value.I rounded it off with two video montages detailing the journey of a pet parent, to hammer home the message that Wellness is there for pet parents from start to finish. With the help of a talented artist and various stock photo sites (I had to scour them to find pictures of Corgis and Scottish Folds to put the videos together), we brought these stories to life.We then compiled them into a playbook together with captions, hashtags and posting guidelines, to be distributed to Wellness social media teams around the world.I left the agency thereafter, but the team at Wellness continued with some of the stories in their later posts. Click here to see what happens to the old man and his cat!

The Brief:We were tasked with creating a set of social media posts for a brand of dental dog treats known as Whimzees. The campaign would launch their new tagline: Bright Smiles in 1-2-3.The Execution:Unlike its parent company, Wellness, the Whimzees brand personality is whimsical (it's in the name) and playful. But the campaign goals weren't all fun and games; the posts had to be informative too, to ensure that customers were buying the appropriately-sized products for their pets and using them as often as needed. To start, I developed a communications framework to nail down our campaign goals: driving sales, increasing engagement and building up the Whimzees brand.From there, I conceptualised a variety of posts that were as cheekily adorable as they were instructional. Featured were a collection of IKEA-style manuals for Whimzees life hacks, a Tinder-esque series of Whimzees chews to fall in love with, and an irresistible mugshot lineup matching Whimzees products to every possible dog size.These were compiled into a detailed playbook with captions, hashtags, engagement tips, and posting guidelines. The playbook was to be distributed to Whimzees social media teams around the world, making their job as easy as 1-2-3.

The Brief:Several years ago, Facebook partnered with government bodies around Asia to drive entrepreneurship in the region through special programmes dubbed Innovation Labs. To get the word out, our clients launched websites in each partner country and a separate site dedicated to online literacy, known as We Think Digital.The Execution:We worked closely with our clients at Facebook, ensuring that all the websites, regardless of country or culture, would carry the same warm, inviting tone that would inspire potential partners, government bodies, and new businesses to get on board.The project was a roaring success across the region, boosting local economies and helping their respective tech communities to grow.Then COVID came along and ruined everything, but that's a story for another day.

The Brief:Design social media content to spread awareness of Siemens' Transforming the Everyday campaign, reaching out to both business owners and consumers.The Execution:The problem with Siemens was that their technology was too advanced—way out of the knowledge scope of the average person. We had to simplify the information to make it accessible to business owners and the general public. In short, we had to transform it into everyday language.I delved deep into each case study, finding the benefits amidst industry jargon, and translating them into key messages for infographics. I then worked with my art director to research different themes and styles to best express each case study. She worked her magic with the design and animations, I provided the captions, and we finally delivered the finish posts to our happy clients at Siemens.