Sheng Jin is grateful to the Crowbars for his entry into the advertising industry. Named Best New Art Director in Singapore (2005 Gongs), he has won over 400 awards, including Golds at One Show, D&AD, NY ADC, Young Guns, AdFest, MAD.Stars, Communication Arts, and multiple Cannes Lions. He has also been invited as a jury member at Cannes Lions, OneShow, LIAA, Spikes Asia, AdFest, and MAD.Stars.

As Executive Creative Director at MullenLowe Singapore, he led the agency to be crowned Agency of the Year Singapore at Spikes Asia 2022 and Digital Agency of the Year at AdFest 2023. The agency's achievements include a Grande, a Gold, and four Silvers. In 2020, Cannes Lions recognized it as a Top 10 Creative Agency of the Decade (Asia).

Sheng Jin lectures at art and design schools, helping to identify and nurture numerous budding talents, many of whom have gone on to assume leadership roles within the creative industry. Honoured as the Most Influential Creative Director for consecutive years, he was also a finalist for the Singapore President's Design Award in 2010 and 2018.

From her humble beginnings as a visualiser, Agnes' creative flair and strong work ethics have propelled her through the roles as an Art Director at M&C Saatchi, Senior Art Director at Tribal and J. Walter Thompson, Creative Group Head at Ogilvy and Dentsu, and currently as Head of Art at Leo Burnett.

Her experience extends across diverse clients for both regional and global accounts. Creating consumer-grabbing, award-winning campaigns for a vast array of brands. With an unparalleled eye for great art, Agnes's work has been recognised by the Creative Circle Awards, Ink Awards, D&AD, The One Show, and Cannes Lions.

You may not see Dana coming, but you will definitely hear her. And that’s not even her own words. Dana is small, even by Asian standards, but she has a voice quite the opposite – and she’s not shy to use it.

Dana's decade-plus-long advertising journey began at Saatchi & Saatchi Singapore, where she was instrumental in reshaping the perception of HSBC through an unprecedented brand identity overhaul – conceptualising and implementing the iconic hexagonal branding still seen at airports all over the world today.

Before joining Ogilvy, Dana honed her craft through years of freelance and agency work, including stints at TBWA, JWT, and Ogilvy Unilever, as well as an Associate Creative Director role at Publicis Thailand in Bangkok. Throughout her career, Dana has garnered prestigious international accolades from D&AD and Cannes Lions to Campaign Brief Asia, and driven campaigns for leading brands like HSBC, Lexus, and Netflix.

A firm believer in the power of pop culture, Dana uses its dynamic influence to craft campaigns that resonate deeply with audiences. At Ogilvy, she spearheaded Toyota's global "Change is in Motion" campaign and led projects for Changi Airport Group, SkillsFuture Singapore, and the Cyber Security Agency of Singapore. Currently, Dana drives creative work for Changi Airport, from rebranding campaigns to innovation launches to passion projects – like inviting Taylor Swift to the airport. Talk about powerful voices.

Coming soon

Originally from London, Henry has two decades of experience across creative and tech industries throughout EMEA and APAC. He has worked at global network agencies, independent boutiques, from Startup to Giant tech companies, and his work has been recognised at Cannes, Spikes, One Show, WARC, Epica, New York Festivals

Highlights in his eclectic career have involved designing a gaming payments brand to take a fintech startup to series C, partnering with the Australian government on Airbnb’s PR/Marketing campaign to support rural communities, and creating a documentary about a lady who hypnotises Bahamian reef sharks.

At Meta, Henry oversees creative partnerships & MVP development for Creative Shop. He is always keen to engage in new innovation, collaborations and different perspectives.

I’ve been passionate about images since I first picked up a camera at age 6 during a school trip. The magic of photography and filmmaking fascinated me then, even though I accidentally ruined my first roll of film by opening the camera too soon.

Over the years, my love for photography and filmmaking has only grown stronger. My career, shaped by numerous awards including Cannes Gold Lion, CCA, One Show, and Communication Arts, reflects my dedication. Yet, I believe my best work is still ahead of me. Each new assignment is an opportunity to create something better, whether it’s a striking still image or a captivating film that captures the essence of our lives.

I’m constantly observing people and their reactions, believing that an image must evoke emotion to be truly effective. To me, beauty is more than just aesthetics—it’s about conveying a creator’s sentiment and connecting with the viewer on a deeper level.

With more than two decades of experience in Advertising, Communication and Design, Jon has worked in some of the top agencies including Ogilvy & Mather, Leo Burnett, Saatchi & Saatchi, BBH, JWT and the renowned Mother London.

Jon's big break came in 2003 when he won Best New Art Director at the Singapore Creative Circle Awards. The following year, Jon represented Singapore in the Asia Pacific Advertising Festival Young Creative Challenge. Pitting against 12 other teams from the region, Jon emerged as the winner and was crowned the Young Creative of the Year. In 2005, Jon took part in the Young Gun Awards (an International Awards Show for Creative under 30 years old) and was named the Top 10 Young Gun of the Year.

In the last 25 years, Jon has consistently won all major awards for both Creative & Effectiveness across all categories including Press, Outdoor, Promo & Activation, Direct, Digital, Mobile, Media, Health & Wellness, PR, Design, Social and Integrated, Entertainment and Innovation for global brands including Philips, McDonalds, Proctor & Gamble, Unilever, Coke, GlaxoSmithKline, Kimberly-Clark, SingTel, LEGO,The Economist, Audi and IKEA.

Having won 8 D&AD pencils (including 2 Yellow Pencils) and multiple Gold, Silvers & Bronzes One Show Pencils & Clio Statues and Cannes Lions, Jon was also part of Singapore's most successful anti-smoking campaign "I QUIT", which was awarded Effies and IPA Gold for Health Promotion Board – the highest marketing effectiveness accolade ever awarded to a brand in Singapore.

Jon also regularly represents Singapore as a judge at international and regional award shows including Cannes Advertising Festival, London International Award, New York Advertising Festival, Asia Pacific Advertising Festival, Citra Pariwara Award and the Singapore Creative Circle Awards. He also Co-Chaired the CrowBar Student Award and featured as a regular reviewer at Award School and Portfolio Night.

Jon is currently the Executive Creative Director of VML Singapore

After enduring the mind-numbing repetition of teaching the same lessons to 10 classes of secondary students week after week, Marcus decided to chuck it all and chase his dreams at LASALLE College of the Arts. He aced his degree with First-class Honours and snagged a whopping 10 crowbar awards that year.

Fast forward over a decade, Marcus has been wielding his artistic prowess as Art Director at GREY, DDB, and TBWA. His creative wizardry has left an indelible mark on brands like Singapore Tourism Board, McDonald’s, KFC, Spotify, Qatar Airways, and more. He then bid adieu to Ad land as Associate Creative Director to join TikTok as their Regional Brand Creative.

Marcus’ talent has been showered with accolades from Cannes, Spikes, New York Festival AME, Effie, Mad Stars, CCAs, and more, and his work has graced the pages of Adweek, Fast Company, and the Straits Times. Sometimes, he fondly remembers his days in the classroom. To make up for it, he enjoys mentoring young creatives, and truth be told, he wouldn’t mind repeating himself over 10 times for them now.

With more than two decades of experience in the industry, Sin possesses a strong sense of art direction and crafting that enables him to develop impactful and effective campaigns for clients. Being trained as a designer during his early career has honed his attention to detail and crafting skills, making him an invaluable asset to any advertising campaign. In ensuring the triumph of an advertising campaign, he plays a critical role in the success of an advertising campaign, provides leadership, creative direction, and strategic guidance to meet client needs and achieve campaign objectives. His work has earned him accolades at numerous industry award shows including the D&AD, One Show, Adfest, Spikes, CCA and Effie.

English copywriter by day.
Chinese lyricist by night.
Creative round the clock.
That's Tytan, in a nutshell.

A penchant for Apple's shiny new toys, and then their brilliant copy, got him in touch with the world of advertising. Back then, as a final-year Business student who had never even heard of "copywriting", it was both alien and invigorating at the same time. Who knew that jumping into the rabbit hole would lead to a journey of no return (ok, dramatic much?), and become a career that's as demanding as it's rewarding.

Today, 12 years later, the same affinity with shiny things has led him to collect over 50 metals and mentions at One Show Asia, Campaign Brief, AD STARS, GONG Awards and more. Some of the key brands and accounts that he has worked on include Sentosa, The Singapore Army, American Express, MCI, MCCY, NEA, PUB and Aristocrat Gaming.

It still scares him greatly that ideas and inspirations persist to be enigmas to him, despite years of cajolement and acquaintance with them. But that's also what excites him. Because when you have no idea where your imagination is going to take you, every day can feel like an adventure.

Yix has an accomplished list of publications; most significantly, a story book for children, titled 'The Book That Was Handed Down' under the 'First Time Writer & Illustrator' publishing initiative by the Media Development Authority of Singapore and the Singapore Book Council. This book won the inaugural Hedwig Anuar Children's Book Award for Outstanding Children's Book in 2011. Her second children's picture book 'Happily Ever After is so Once Upon A Time' was featured at the Singapore Writers Festival in 2012 under the National Art Council 'Beyond Words: Young & Younger' initiative. It is translated and sold in Korea and available as an interactive app.

Ever-willing to experiment with new mediums and take up new challenges, Yix initiated the first-ever photography project to document all the secondary school uniforms in Singapore as a tribute to the nation during her 50th birthday. ‘My School Uniform’ was awarded a S$42,000 grant by the National Heritage Board in 2013 and published by Basheer Graphic Books in 2016. Covering 627 students from 142 schools within two years, this was her longest project yet and a test of her commitment, teamwork, and perseverance. ‘My School Uniform’ was featured on Channel News Asia, TODAY newspaper, 联合早报, and JIA88.3FM.

These books are windows into Yix’s fascination with how words and pictures combine to tell a story through the various mediums, be it advertisements, design, film, picture books, web, apps, and social media. She is currently pursuing her PhD at Central Saint Martins, University of the Arts London.

Coming soon

Firrdaus likes to think of ideas. So agencies in Dubai, London, Singapore have helped pay his bills in exchange for thinking of ideas for them.

Some of those ideas got featured on CNN, Forbes, Wired. Some were exhibited in the Poster House Museum in New York and the Grand Palais Ephémère Gallery in Paris. And some even got talked about by people with really big paychecks. Like the Prime Minister of Singapore.

It all led to some people at CampaignBrief Asia to rank him as the #1 Creative in Singapore in 2023. In fact, those same people also ranked Forsman&Bodenfors Singapore as the top agency in the country. All those achievements have culminated in the ultimate accolade; the invitation to write about himself in third person.

Amanda holds the position of Creative Group Head with a decade of experience in the advertising industry. Her extensive brand experience covers everything from food and beverage to automotive and tourism, with major clients like Unilever, Nestlé, McDonald’s, Suntory, Audi, Hyatt and FedEx to her name. And government accounts such as MOHH, TAFEP, HPB, NEA, and IMDA. She is a self-starter creative who is big on ideas and topics with a purpose to create change.

On top of her daily advertising work, Amanda generously shares her wealth of knowledge as an adjunct lecturer at Singapore’s pioneer arts institution. As a proud alumni of the tertiary institution herself, she's passionate about helping future creatives hone their thinking skills and impart up-to-date industry knowledge.

With over 9 years of industry experience, Boston is no stranger to creating simple yet effective solutions for daunting problem statements. With a knack for nurturing small sparks of ideas into award-winning work, he crafts not just pretty ads but insight-driven campaigns that bring brands and their customers closer.

He is currently an Associate Creative Director at Leo Burnett, working with Singtel and Cathay Pacific. Previously, he has collaborated with Viu, Manulife, Volkswagen, Tiger Beer, Visa, Mercedes-Benz, Mobil, Spotify ... and almost every government account in Singapore.

Jake is a award winning commercial director/filmmaker and the co-founder of Rolla productions. Over a decade in the advertising industry has given Jake a noticeable identity– a knack for crafting creative narratives with a unique contemporary visual style.

His recognition also got him to work along side with both local and international celebrities which includes Jackson Wang, FengZe, Dharni, Tabitha Nauser and Aisyah Aziz.

Carolina began her career as a Creative at agencies such as Publicis, JWT, and Cheil, where she worked for over a decade. She then challenged herself to be a better client than those she ideated for, moving on to key marketing and communications roles, where she exceeded her tenure as a Creative. Most recently, she served as the Head of Corporate Affairs and Marketing at Lendlease Singapore, and as a member of the country leadership team, she led strategic and operational marketing, corporate reputation and issues management, and brand and marketing services across all business lines and assets. During her time at Lendlease, her remit was extended to include Malaysia. Now, as the Chief Marketing & Communications Officer at the Singapore Business Federation, Carolina plays a pivotal role in driving marketing and communications strategies across the organisation and the business community.

His ability in critical thinking across different disciplines is reflected in his works. They have been recognised and awarded in numerous regional and international award shows including D&AD Global Awards, One Show, Cannes, YoungGuns, Spikes Asia, Effies, Creative Circle Awards and Communication Arts. He places emphasis on creativity and a sensitive approach in his writing and works, regardless of media boundary. He believes in helping new creatives grow, and was a mentor at the Crowbar Awards 2011 and jury in 2023.

Joselyn is a design educator who ardently advocates for the seamless integration of design thinking into education. Her visionary approach to design has not only ignited her students' creativity but also propelled them into becoming influential trailblazers within Singapore's vibrant creative industries. Commencing her career at LASALLE in 2003, Joselyn embarked as a lecturer and coordinator for the MA Design Programme in the Faculty of Design. From 2007 to 2015, she was Programme Leader for the Design Communication programme at LASALLE. In this capacity, she orchestrated profound curriculum advancements and innovative pedagogical strategies, culminating in the programme's prestigious validation by Goldsmiths, University of London in 2012. Under Joselyn's astute guidance, the design communication programme achieved remarkable achievements in regional and international design arenas. Victories at prestigious competitions such as D&AD New Blood Awards, The Young Ones, Cannes Young Lions, Red Dot, RSA awards and The Crowbar Awards underscored the excellence she cultivated within her students. Joselyn's dedication extends beyond the classroom through her work on community projects like the Yellow Ribbon Project at Changi Women's Prison, where she developed courses to enhance incarcerated women's employability through creative skills.

Before LASALLE, Joselyn's global perspective was honed through roles held in Hong Kong and Australia. As a Creative Head in a Hong Kong-based content provider specializing in global branding, her projects included award-winning portals for iconic brands like MTV Asia, Asia E!Online, CNET Asia, ELLE Hong Kong, etc. Joselyn's inquisitive mind fuels her ongoing research endeavours and presented her findings at regional conferences. Her research explorations interweave issues encompassing Design Education pedagogies, Advertising, and burgeoning Social Media trends in the context of Asia. Joselyn's academic contributions have materialised in the form of published papers and dynamic presentations.

Currently an art-based Senior Creative at GOODSTUPH Singapore, Jason helps brands harness the power of Photoshop (and good kerning) to deliver compelling stories and experiences. His expertise spans branding, art direction, design, and motion, and he’s had the pleasure of collaborating with notable brands like Amazon, Netflix, Riot Games, Figma, KFC, and Johnnie Walker.

His favourite projects to date include a daring Money Heist takeover in Jakarta for Netflix, the APAC launch of Teamfight Tactics Mobile for Riot Games, and campaigns that inspire future creatives at LASALLE College of the Arts.

Jason’s work has garnered recognition both locally and internationally, with awards at the Crowbars and GONG, including the NexGen Gold in 2023, and honours at the Clios, Citra Pariwara, Spikes Asia, and the One Show.

Outside of work, Jason dabbles in a range of hobbies from cooking and painting to doom scrolling TikTok. He’s also a recent pawrent, currently focused on solving the challenge of getting his dog to actually like him.

At Meta, I'm responsible for developing company-wide global creative guidance for advertisers building ads for our short form video product, Reels.

My work involves leading teams across Creative Shop to identify the creative tactics, approaches and formulas that drive better performance on Reels across Instagram and Facebook; and developing actionable frameworks that businesses of all sizes - from global MNCs to small business - can harness to unlock the potential of Reels ads.

Before taking over the lead for global creative strategy for Reels, I was Creative Shop’s strategy lead for Creator Marketing, developing strategies to help both advertisers and creators develop engaging and effective branded content ads for our platforms.

In life before Meta, I spent 20 years with brand consultancies, creating, repositioning and activating brands across Europe, China, South East Asia and Australia. I’m the author of Asian Champions of Design, which celebrates 20 Asian brands using design for competitive advantage. I had a blog called ‘A Curates Egg’ in which I posed ‘stupid

I started my career in advertising at DDB, before moving to Iris and eventually finding a home at BBH where I currently lead creative on STB, Income Insurance and FairPrice Group. I've picked up a couple of awards along the way, the usual ones you'd see on any creative's list of accolades. You know which ones. This industry is facing a lot of change, so I'm excited to see what the next generation has to offer.

Bengwee is a jury for crowbar awards for 5 consecutive years from (2019-2023). He was jury for Film(2019), Branding(2020), Design(2021) and Digital n Innovation(2022) and Design (2023).

He is the creative behind memorable viral campaign of recent, from the Kinship Film that went International and won the Canberra Film Festival, to the “Vaccinate already?” Campaign that went on to start a viral dance movement on Tiktok.

Bengwee believes the power of advertising goes beyond just selling product or improving brand perception – but can also contribute to social good.

Tim has spent his whole adult life trying to stay childlike as a creative in advertising. First as a copywriter, then as a creative leader and a business owner.

These days, he finds purpose in helping brands reach their full potential with creativity that's worth remembering. Or when he helps young creatives understand that the path to a fulfilling career requires stubborn perseverance, unreasonable bravery and a fair bit of madness.

Coming soon

Platform agnostic and award-wining instigator in brand storytelling and communications at DSTNCT. One of the founding pioneers of the Singapore social media scene, a content creator before the term was coined, and cited in Parliament by the Minister of Home Affairs as a person whose words would constitute influence in matters of contempt of court (yikes).

Cassandra believes that good ideas are built on the foundations of data and research. A designer at heart, she’s also an advocate for how great design is essential in transforming good ideas into truly impactful experiences. With over a decade of experience in the digital and UX realm, she has worked with clients to craft numerous digital products, including those recognised by the prestigious iF Design award.

As the Co-Founder of Blak Labs, Charlie leads a team of integrated creative talent to solve communication problems and build success for businesses both large and small in Singapore and beyond.

As a business owner, he strives for results for clients such as Maybank, Gardens by the Bay, Royal Caribbean and National Museum every day.

As a creative leader, he’s lead teams to wins at numerous local, regional and international shows including Agency of the Year and also been a juror at Cannes Lions, Spikes Asia, AdFest, Effies and more.

As a Husband and Dad, he’s still learning on the job.

With two decades of experience in marketing and advertising, Dawn is a results-driven professional with a proven track record of developing and executing successful campaigns. Adept at leveraging data-driven insights to drive strategic decisions and deliver impactful results, Dawn is known for her ability to blend innovative strategies with practical solutions.

A copy-based creative with 20 years experience across a variety of brands and platforms.

Gary Lim embarked on his creative journey in 2007 with BBDO Malaysia, quickly making his mark with an award-winning campaign for Jeep. His talent took him to Singapore, where he contributed to the success of DDB, BBDO, and BBH, crafting groundbreaking, media-agnostic campaigns. In the US, he further honed his skills at Digitas North America and Publicis New York.

Over nearly 17 years, Gary has collaborated with major clients including Citi, Walmart, IKEA, Nike, Google, Samsung, Tiger Beer, Guinness, Mercedes-Benz, GMC, KFC, MINI, Amex, Pepsi, Gojek, Mandarin Oriental, SK-II and the United Nations. Notably, at just 29, his work earned a place in Clio's Hall of Fame.

Currently, Gary continues to pursue creative excellence at Forsman & Bodenfors Singapore, where he has spent the past three years consistently delivering award-winning work.

Caleb, an award-winning filmmaker based in Singapore, has always been a self-proclaimed nerd, often found buried in books during his formative years. After undergoing LASIK and mastering the art of production, he traded his spectacles for a different kind of lens, channeling his passion into filmmaking.

In 2015, Caleb founded Smallshop. Through his visionary leadership and collaboration with a dedicated team of producers and creatives, he transformed it into a regional, award-winning production company.

Renowned for his ability to blend arresting visuals with masterful storytelling, Caleb brings ideas to life with a cutting-edge vision that resonates deeply with the human experience. His commercial and narrative works have garnered multiple awards both locally and internationally.

Caleb has also ventured into long-form content, directing an OTT platform drama for the Korean media giant, CJ Entertainment.

Most recently, his short film ‘For Always’ won multiple awards at a slew of Asian film festivals.

I am a graphic designer with over a decade of experience. My career began at independent branding studios, where I explored every aspect of creativity — from conceptualising and storytelling to strategic thinking and visual insight. This diverse experience equipped me to transition into advertising, where I now apply my skills to more established and larger brands, embracing new challenges along the way.

Throughout my career, I’ve contributed to award-winning agencies, and my work has been featured in leading design publications. These achievements testify to my ability to anticipate trends and push creative boundaries.

My inspiration comes from a blend of “ugly beauty,” including random compositions in everyday life and digital experiments, tools, and computing.

Above all, I value the art of collaboration. I thrive on meeting and working with people, understanding, and learning from their values.

As the Creative Lead for the Apps region at META Singapore, Sylvester excels in building strong client relationships and uniting the creative department to achieve remarkable results across borders. His extensive creative experience spans print to media applications, including the development of scalable creative systems and solutions for META clients, demonstrated through rigorous testing and meta-analysis. Sylvester's portfolio includes leading major accounts such as Samsung, Lego, BMW, McDonald’s, Philips, and Panasonic. His career path includes notable positions at Crush Advertising, Tribal DDB, Y&R, Iris Worldwide, and R/GA, culminating in his current role at META Singapore. Sylvester believes that the most beautiful and impactful work emerges from simplicity. His leadership and innovative approach embody this principle, consistently driving profound results for clients.

Hui Yu is a Senior Art Director with 7 years of experience in the advertising industry. She has worked on projects for brands such as Domino’s, Heineken, Esso, Gardens by the Bay, MCI, WSG, NLB, and more. Driven by a passion for creating engaging projects, Hui Yu excels at developing simple yet effective solutions rooted in human insights. Her work has earned recognition and awards from The OneShow Asia, GONG Awards, and others.

Currently a Senior Manager at Temasek Polytechnic - School of Design after spending more than a decade at various Advertising Agencies, Pang Jin or PJ as he is known has done exemplary works in marketing and brand communications.

Having worked on various advertising campaigns, brand development and integrated communication strategies for Fortune500, he has also serve as digital consultant in the past for numerous digital communication projects for various government organizations.

In addition to current regular academic duties, he has also trained and mentored students who went on to win regional and global student awards such as OneShow, D&AD awards, Spikes Asia, Crowbar Awards.

Kairong Ku is a Creative Strategist at Meta, focusing on strategic thinking and exploring innovative experience on the platform with brands across South-East-Asia markets. Graduated with a Bachelor of Fine Arts (Hons) in Visual Communications, she had worked at multiple advertising agencies on some of the world’s finest brands. Her wide-ranging work has also gained her some recognition at various international creative award shows.

Alan spent years at school honing his skills in daydreaming and doodling. Luckily for him, advertising let him make a living out of them.

Over the past decade, he’s worked on brands across various categories, including McDonald’s, Lipton, OPPO, Continental, Standard Chartered, Nando’s, Breast Cancer Foundation and Samaritans of Singapore. He’s picked up metal at regional and international award shows along the way, including the grand prize at Young Glory, a competition for young creatives worldwide.

Outside of advertising, he’s done more daydreaming and doodling with a children’s picture book published with Scholastic, titled Wandering Off.

Danial started his advertising journey in the digital and social media space. He is an art director who has won awards in the local and regional scenes, such as One Show, Spikes, Gongs and Marketing Interactive.

7 years on, he has delivered multiple campaigns across all mediums for iconic brands such as Singapore Tourism Board, Singapore Airlines, Spotify, IKEA, Standard Chartered and more.

His love for humour once led him wrote a radio ad that serves as a prank call, which was aired on all leading radio stations in Singapore across multiple languages.

Currently in Publicis Groupe, he works closely with creative teams within the region to deliver cutting edge work for iconic brands people love.

Daniel is a creative leader with over two decades of experience across both large network agencies, small boutique hot shops, and tech consulting firms. Today, he is dedicated to injecting creativity to the world of global communications, at Edelman.

A creative multi-hyphenate, Daniel is best known for tackling business challenges through a myriad of solutions spanning advertising, branding, digital, PR & activation, marketing strategy, and innovation.

His ideas and campaigns for market-leading brands including Income, Google, POSB, DBS, Heineken, Tiger Beer, GIC and HPB, have been recognised on the local, regional and world stage, and he regularly judges at creative award shows to help bolster standards in the local creative industry.

Coming soon

Quiet person. Loud work. Leader in the trenches.

I’ve created a viral travel precautions campaign that re-purposed scenes from local 90s series ‘The Unbeatables’, composed a McDonald’s TVC song that was sung in schools, and had a drama series for Singapore Tourism Board picked up by meWatch (ok sure, it’s the poor man’s Netflix). All while winning industry prizes from Cannes Lions to gold Spikes, earning features on Adweek and the Straits Times, and helping my employers and clients make more money.

At home I attempt to write songs, two of which were featured in my own commercials.

A grizzled creative who has been in the industry for almost two decades. I have travelled around the world in my work, delving into different disciplines ranging from digital to experiential, all for the purpose of crafting meaningful connections with my audience. My experience has spanned from startups to global agencies to tech giant, and what has always been the constant is a the pursuit of imaginative thinking amplified by technology.

Having started out as a graphic designer, Joey’s eye for aesthetics is intuitive. She transforms the mundane into mesmerising frames, shaping her craft across film, animation, art direction, and design. Her work spans film, animation, art direction, and design. Joey tells stories with an infectious energy, effortlessly weaving multiple mediums together with a wild, imaginative force.

I am a creative thinker and tinkerer, dedicated to building big ideas that drive big brands. My passion for creativity fuels my daily work, allowing me to craft innovative solutions and compelling narratives.

Origin Story:
My career began in fashion and editorial design at deLuxe & Associates, where I honed my skills in graphic and editorial design, ideation, and creative communication under the tutelage of James deVries. This foundational experience set the stage for my journey into the world of advertising.

After gaining invaluable experience freelancing with various design and advertising agencies across the Asia Pacific, I found my niche in pharma and health and wellness advertising at Ward6. Working alongside Grant and Hugh, I developed a strong sense of conceptual thinking and art direction, winning numerous global awards. This success led to the opportunity to establish Ward6 Asia in Singapore.

Subsequently, I joined McCann Health, collaborating with Sean Riley. My tenure at McCann further strengthened my creative ideation and allowed me to build a robust portfolio of film, digital, and integrated big ideas. I worked on local, regional, and global brands across APAC and EMEA regions, earning numerous international awards for our creative work.

With over 20+ years in advertising, I continue to push boundaries and evolve as a well-rounded creative professional. Today, I run a creative ideation, photography, and film studio with a team of like-minded professionals, producing content, films, vlogs, social media posts, YouTube videos, and workshops for creative enthusiasts.

Jun Hong is a copywriter who is fascinated by simple ideas with big possibilities.

With over 9 years of creative experience, he has worked on major accounts like Budget Direct Insurance, Carlsberg, Maybank, Ministry of Culture, Community & Youth and Ministry of Communications & Information. He is responsible for some of Singapore’s most important Covid19 campaigns, and his work has also been recognised at award shows such as Spikes Asia, Creative Circle Awards, Markies and more.

Jun Hong is currently a Creative Group Head at Iris Singapore and is also the creative lead for Trust Bank Singapore.

Coming soon

Roslee’s film career proudly started with him landing a pivotal role as the driver of a film equipment truck. From there, he took every opportunity he could and did every film job offered to him. Currently a film director, he plies his craft in Singapore, Shanghai, Hong Kong and Thailand. He has since dedicated 25 years of his life to the art of storytelling through film. He founded Freeflow in Singapore in 2004 and they have since grown to be a brand name in the country.

Always thankful for the opportunities the industry has given him, he has developed a passion for nurturing people he considers far more talented than he is. Having collected some accolades along the way, the thing that still gives him the most joy is when people share the work he produces. At the Creative Circle Awards, he has been Singapore’s Director of the Year 9 times out of the last 10.

Adrian loves a good sweat. From the national floorball league to international poker tournaments, he never shies away from the heat of the competition. It is with the same spirit that challenged him to found Sweatshop after spending 17 years across network agencies like Ogilvy, Leo Burnett and Publicis where he led award-winning work on brands like McDonald’s, Singtel, Tiger Beer, Health Promotion Board, and Scoot. His approach to creativity is equally relentless, making him the first and only Singaporean to win back-to-back D&AD Yellow Pencils - on top of the 250 awards to his name. His swansong as ECD was to steer Publicis to a historic, first-ever Effie Agency of the Year.

Many would consider Bettina as a natural in her line of work.

Which isn’t far from the truth but that’s discounting the 22 years of experience she has under her belt.

From sweeping floors as a production assistant (read - errand girl) to being the honcho of many a production team.

She’s experienced and been through quite a fair bit in her career.

Today she champions local, regional and global productions.

Often adding a light touch of her own brand of magic.

Coming soon

My advertising odyssey commenced in London, an artistic epicenter where I graduated with First Class Honors from the University of the Arts London. In the heart of London, I weaved my magic for broadcast giants like BBC, UKTV, and Fox International before rediscovering my roots in Singapore. Over a decade, my canvas expanded, embracing brands like Changi Airport Group, FWD, IHG, McDonald’s, National Museum Singapore, OCBC, Puma, SkillsFuture, Singapore Airlines, Singtel, and Twitter.

At one point in my career, The One Show ranked me 2nd globally as the Most Awarded Art Director. Not bad for a kid from the little red dot. 🇸🇬

Today, I navigate the creative cosmos as Deputy ECD at TBWA Singapore, steering a diverse crew. We craft fresh, disruptive narratives across brand, digital, social media, film, and print. Believing in the power of exceptional work, my team and I are honoured to have secured multiple accolades for the agency.

Meryke Naude is known to many as one that always looks to pursue and challenge work that creates a positive change in the world. With over 15 years of experience, she brings together the best of ideas that has enduring charm with a strong aesthetic underpinned by meticulous craft.

From delivering campaigns for Bumble’s launch in South East Asia to driving ideas that deliver strong and distinctive visual language she relentlessly pursues creating beauty even in the smallest of things. She works on categories like luxury & hospitality, skin care, oral care, hair care, for markets in South East Asia, India, Latin America etc.

An avid Pinterest user (look her up) and lover of all things fashion, she draws inspiration from her haute couture idols, sweating every little detail to make the big picture. It’s this attention to detail that has been applied to other luxury brands (Johnny Walker) and helped her win awards including Cannes.

Rachel Chew is an Associate Creative Director at Ogilvy Singapore. With a decade of experience, she has worked on a range of brands including Cadbury, Pringles, Vaseline, McDonald’s and Scoot airlines. Her work has been recognised by the One Show, Cannes Lions and the Singapore Creative Circle Awards. In 2021, Rachel was one of 21 women selected from around the world for Cannes’ See It Be It cohort, a bespoke accelerator programme for female creative leaders. She also mentored students at the Nanyang Academy of Fine Arts as an adjunct lecturer with the School of Design & Media.

Coming soon

Nru is Creative Strategist at Meta where he leads the effort to help advertisers in Malaysia and Philippines make meaning connection with their audiences through Meta Family of APPs.

Before his current role, Nru was part of Meta Gaming Team and was instrumental in launching over 20 game titles globally.

Prior to this, Nru was a part of the advertising industry for 12 years and has worked in key markets like SEA, India, UAE and Germany and created campaigns that have been recognised at local and international level.

Thomas discovered advertising after graduated from Nanyang Academy of Fine Arts in 1992. Since his big break in 1998 when he won Best New Art Director at the Singapore Creative Circle Awards, Thomas Yang has gone on to bag over 400 regional and international awards like D&AD, Cannes, The One Show, Spikes Asia, AdFest, Clio, London International Awards and the Creative Circle Awards. In 2011, he was named Creative Director of the Year at the Hall Of Fame Awards and one of the top 10 creative directors in Cannes.

Besides winning awards, Thomas has lent his expertise as a judge at global events such as D&AD, Cannes Lions Festival, and Spikes Asia Festival of Creativity.

For the past 14 years, Thomas has been an integral part of the DDB team, working on regional accounts like Samsonite, Glico, Sunsilk and local accounts for McDonald's, Ministry of Manpower, NEA, RSAF, LTA etc. He firmly believes that strategic thinking is the cornerstone of creativity, and that true creativity knows no bounds.

Beyond his professional achievements, Thomas is also an avid cyclist. He has merged his love for cycling with his passion for design to create "100copies Bicycle Art," a series of limited-edition prints that has garnered significant acclaim, including the Grand Prix in the Asian Creative Awards and an Award of Excellence in Communication Arts for illustration in 2015. But more than all his other accomplishments, Thomas is proudest of two Grand Prix—his lovely daughters.

Winfred, an acclaimed director boasting over 18 years in the industry, launched his career in Australia before returning to his roots in Singapore. From his beginnings in design and post-production, he tenaciously ascended to the director's chair in the world of commercials.

Known for his standout cinematic visuals, he has carved a niche in the global advertising market. His unique storytelling style, which is both solid and innovative, sets him apart and effortlessly captivates audiences.

Collaborating with clients and top advertising agencies worldwide, Winfred has spun tales that resonate deeply. His exceptional skill and talent have firmly established him as a recognised name in the industry.

With over 20 years of experience on regional and local brands across various categories, Alfred's work is recognized for its creative excellence in major international award shows at the EFFIES, The One Show, D&AD, Cannes, Spikes Asia, Clios, LIA, ADFEST including the New York Festivals.

At McCann Worldgroup, Alfred heads up the first Public Sector Practice in Singapore, driving social impact and reshaping citizen behaviours. His contribution has helped consistently earn McCann Singapore Agency of the Year's honours yearly.

His passion for inspiring the next generations of creative minds has kept him engaged with several programs, including The Crowbar Awards and as an advisory member for institutions and universities.

Alfred Wee
Executive Creative Director
McCann Worldgroup Singapore

We live in paradoxical times. Advertisers pay platforms to show ads, while consumers pay to hide them. Consumer attention span is apparently a whopping 6s, yet we’re creating more 6s spots to reinforce it. We’re training A.I. – to eventually take over our jobs. And somehow, dropping a cup of coffee jolts you awake more than drinking it.

Dunstan never saw these coming when he joined advertising. And there’s no turning back.

For now, he can only continue to create insightful, man-made ideas. As he’s done on accounts including Colgate, McDonald’s, KFC, Qatar Airways, BMW, Wildlife Reserves Singapore, Electrolux, ESPN, HBO, Health Promotion Board and Breast Cancer Foundation.

Together with amazing teammates, Dunstan has been recognised with a Cannes Gold Lion, Effies Gold and Adfest Grand Prix, among others at all major award shows. Their best ideas simplify the complex, relook age-old problems with fresh perspectives, and tell deeply personal yet universally relatable stories. Well, talk about paradoxes.

So maybe there’s still a certain magic in paradoxes. And the best time to be a creative, is now.

Isa Ong is a musician who lives in several projects, including the bands Pleasantry, Amateur Takes Control and sub:shaman, spanning the genres of indie pop/rock, experimental rock and post-rock. Since 2007, he has released numerous albums and EPs, with overseas performances in cities such as Toronto, London, San Francisco, Tokyo and Kolkata, and local performances at Laneway Festival, The Gathering and ArtScience Museum. Since 2022, he has been a mentor to bands under the Baybeats Budding Bands Programme.

Independently, Isa produces electronic music under the name Claude Glass, releasing his debut EP, Isekai in late-2020 under the label Syndicate, with exclusive music videos and features on Mixmag Asia, Nowness Asia, Triple J, as well as audio-visual showcases for Singapore International Festival of Arts (SIFA), and other installations in Singapore in collaboration with visual artists.

He is currently dabbling in production and recording work for other musical artists such as lewloh and Alicia DC, and most recently, co-composing an original song for Singapore's National Day Parade 2024, titled "Horizon", alongside long-time collaborator, weish.

While apart from his bands and independent music projects, he’s a creative and head of music at the audio production house Fuse Audio, crafting all things audio for advertising over the past 9 years.

In her 16 years of working as an art based Advertising Creative, Karine Tan has worked on a plethora of brands that include LEGO, Heineken, Canon, Singapore Changi Airport, Manulife, Exxon Mobile, Health Promotion Board, National Book Council and Toyota, the work for which have received Creative Circle Awards, Singapore Outdoor Advertising Awards, Spikes Asia Shortlists, the Effies and MARKies.

Keshav has pieced together over 12 years in the ad industry after a foundation from LaSalle college of Arts Singapore.

He has put on his thinking hat for brands such as Durex, Netflix, Cigna, Mastercard, Magners Irish Apple Cider & Lipton Tea.

His campaigns span from traditional advertising to mobile activations, and for markets like Indonesia, Malaysia, Thailand and Singapore.

He’s been fortunate to win local & international awards (the usual suspects) as a byproduct of the work and ranked in the Top 30 of Campaign Brief’s Singapore’s Hottest Creatives in previous years.

Ever the creative, Kym's love for things that look good, problem solving and puzzles led him to fall into the advertising industry with nothing more than a book of doodles and a can-do attitude.

His career eventually led him to join Saatchi & Saatchi SG, where he worked across the region on many P&G brands, such as Head & Shoulders, Rejoice and Ariel, gaining a modest amount of awards along the way. In the middle of the pandemic and with a decade of experience in the multinational network group, he joined Moon Rabbit. Unbeknownst to him, this completely-rational-and-not-at-all-impulsive move would lead him to some of the coolest work he's done with brands like Grunenthal, Roche, Alcon and Aristocrat Gaming; most notably putting an ad on the Las Vegas MSG Sphere during the F1 Grand Prix, then remotely filming said ad with a bunch of drones.

When he's not thinking about advertising, Kym enjoys gaming, writing about himself in 3rd person, fishing and judging cool award shows in his free time.

Larry is a seasoned digital creative with over a decade of experience in Singapore and Hong Kong, where he has developed a unique blend of cultural insight and creative expertise. He has crafted impactful campaigns for brands like Netflix, Samsung, Burger King, and Estée Lauder, driving results that resonate with audiences. However, Larry's true passion lies beyond just delivering business outcomes; he is passionate about leveraging advertising to fuel business success while positively impacting people's lives and communities. He believes that effective advertising can drive revenue, inspire positive change, and promote social good.

While studying geology, Pradeep expected to travel the world breaking rocks but his imagination had other plans. It took him places. Two countries, nine agencies, twenty two years and numerous awards later, he figured it was time to start working harder. But this time for himself.

Shawn Lim is a multi-disciplinary creative who was formerly a director at a branding and digital design agency which he co-founded and led for more than 10 years. His extensive experience in the industry spans more than 15 years, during which he has completed over 100 projects for more than 70 clients. His work has been prominently featured in over 40 media platforms, publications, and exhibitions, both online and offline.

In addition to his professional achievements, Shawn has played a pivotal role in mentoring aspiring designers, helping to nurture and develop new talent in the creative field. This commitment to foster growth in others is a reflection of his passion for design education, which he now pursues as a design lecturer in Temasek Polytechnic, School of Design, CMD.

Shawn graduated with a B.FA. (Hons) in Visual Communication from NTU School of Art, Design & Media in 2012, and was also the inaugural president of the NTU Art, Design & Media Alumni Association from 2013 to 2016, further demonstrating his dedication to the advancement of the design community.

Stephanie is currently the Senior Graphic Designer at Singapore Art Museum (SAM). She oversees branding for the museum, exhibitions and programmes. Prior to SAM, she was at Epigram working on various identity projects and publications where she illustrated the best-selling Amos Lee Diary Series.

I'm Zi Wei Tan (Surname is Tan). Associate Creative Director at OGILVY Singapore.

I've been working as an art director for almost 13 years now. Worked across multiple accounts in Singapore and also witnessed the transition of in-house teams and accounts shrinking in size or shifting to smaller agencies.

Throughout my career I've worked for brands such as HPB, MCI, Syfe, Guinness, Tiger Beer, Starbucks, BMW, Mercedes Benz, KFC, HBOGO, ESPN, Mitsubishi Motors, ECDA, Philips, Sony, Syfe, Skillsfuture Singapore, HSBC, ECDA, F&N, Metro, 313@Somerset, Huawei, Airbnb, Mastercard, Visa, 3M, Qatar Airways, Tigerair, Singapore Zoo and Wildlife Reserves Singapore.

2013 was my biggest year when our campaign "Liking isn't helping", for Crisis Relief Singapore, picked up at all the international advertising awards shows and most importantly helped the charity organisation garnered attention, volunteers and donations. That was my first Cannes Lions Gold. Followed up by 2022, where our work for Cadbury "Flags of Generosity" won the 2nd Cannes Lions Gold in my career.

In between these years, I've also diverted my efforts onto my own life and personal projects that got picked up by sites such as Designtaxi, Fubiz and MyModernMet.

Zara is an art-based creative who loves selling brands but hates selling herself, which makes writing her own bio a challenge. With over 5 years of experience in the advertising industry, she is currently doing her best at Forsman & Bodenfors. Passionate about crafting creative work that truly makes a difference, Zara brings a keen eye for fresh perspectives.

As Executive Creative Director of Publicis Chemistry, Pei Ling leads a talented team of creative specialists to help brands make a real impact in the social and digital landscape, with a focus on identifying strategic opportunities in brand building and performance marketing to make meaningful connections between brands and audiences.

Prior to joining Publicis Chemistry, Pei Ling spent 15 years driving awarded campaigns for regional and global brands at Publicis, Ogilvy and R/GA. Most recently she was the Global Creative Director for Google Creative Works in the Asia Pacific region, where she led data-driven experimentation, tech builds and scaled consultations with holding groups like Unilever, P&G, and Mondelez to drive creative effectiveness for their portfolio in an omni-channel world.

Passionate about supporting local talent, Pei Ling frequently judges and speaks at industry events across Southeast Asia, including in Korea, the Philippines, Indonesia, and Vietnam.

It’s been 12 years since Aaron co-founded GOVT Singapore and he has made tremendous contributions to the success story of the agency. However, his true impact comes in the form of showing his people what defines true creative leadership. Someone who leads from the front and has an incredible sense of ownership and pride, and how nothing is too small for him to roll up his sleeves and get dirty. Today, he has worked on blue-chip, FMCG, technology and entertainment portfolios such as Asahi, Netflix, OCBC Bank, Julie’s Biscuits, History Channel, Nestle, Unilever, MCCY and The National Gallery of Singapore. Aaron has picked up multiple awards from International and Local shows such as Cannes Lions, D&AD, LIA, Spikes Asia, Adfest, Clio, The Webby Awards, AME, Adstars, EFFIES and Creative Circle Awards.

Jury Duties:
Cannes Lions (France) -2016
Ad Stars (Korea), Citra Pariwara (Indonesia), SPH’s iink Awards and GONG Show (Singapore) - 2017
Adfest (Thailand) and GONG Show (Singapore) - 2018
New York Advertising Festival (USA) and Gong Show (Singapore)- 2019
One Screen Short Film Festival (USA) and Crowbar Awards (Singapore) - 2020
WINA (Dubai), LIA China and Gong Show (Singapore) - 2021
Adfest (Thailand) NexGen, Crowbar and Gong Show (Singapore) - 2022
Crowbar [HOJ] and Gong Show (Singapore) - 2023

With agency awards like Campaign Asia Pacific’s SEA Independent & Experiential Agency of the Year, Hall of Fame’s Rebel Agency of the Year and Gong Show Singapore Independent Agency of the Year.

Aaron's highlight in his career was clinching the Grand Prix (Entertainment) at Spikes Asia in 2019 and Best of Show at The Kancil Awards in 2023

Fiercely believing in the power of film for good, Desmond has spent the last two decades crafting a smorgasbord of commercial films genres from shooting a fleet of warships in the South China Sea, flying high with F16s, running after Olympic sprinters, sold a tonne of multi-million dollar condos, and many more hopefully insta-worthy ones in between. His commercials have been cultural memes before it was even a word and have gone viral around the world and back multiple times.

Aside from directing, he is Executive Producer and Founder of Atypicalfilms; A hotbed of brave creativity and launching pad for promising creatives and directors. It has supported and produced shorts, music videos and films that have won acclaim and helped filmmakers expand their creative horizons. Dezzo, as he is usually known, is also highly passionate about the future of the Singapore film industry and mentors young working filmmakers as well as volunteering with institutions and organisations; Consistently giving his time to judge award shows along the way and still makes bad puns over a cup of damn good black coffee.

Edward is a Global Creative Lead in Meta and he has designed and spearheaded scalable and innovative solutions for thousands of advertisers across the industry globally. Prior to this, he was a Creative Group Head in Dentsu where he built the entire social and content team, digitally transformed the agency.

During his stint in Dentsu, McCann and Bartle Bogle Hegarty, he created integrated campaigns for both regional and global brands. He has garnered both local and global accolades and has also served on the panel of judges for creative award events.

Juraimi is a design professional with over 20 years of experience in communication design and advertising, currently a Senior Lecturer at Republic Polytechnic. His career encompasses managing advertising campaigns, product packaging, publications, web and exhibition design for both local and global markets, with a focus on the Asia Pacific region.

He has contributed to award-winning projects such as "Soundblaster," "Creative Zen," and the "SPF Neighbourhood Police Post (NPP) Logo," working with clients including Creative Technology Ltd, Singtel, Keppel Corporation, SingHealth, Singapore Police Force (SPF), Yayasan Mendaki, Yoozoo Games, NTUC, Grid Synergy, and various start-ups.

Juraimi mentored for Worldskills Singapore from 2015 to 2021 and has been a juror for the Crowbar Awards since 2019. He continues to engage in consultancy work, sharing his industry expertise to enrich his students' learning and practical exposure.

A veteran of the creative industry, Keith spent 14 years as a creative in several of the top advertising agencies in Singapore including BBH, TBWA, DDB and Dentsu, working on a wide variety of international and local brands.

In 2017, he left advertising to pursue film making, founding BREED where he and his team now direct, write and produce content for both agencies and brands.

Mae Ong is a Creative Director who left Manila and moved to Singapore in 2012, where her career focus shifted to digital. Now she carries with her over ten years of experience ranging from traditional advertising to social and content. She's led creative work for multiple global brands including Disney, Nike, Netflix, Samsung and Nestlé.

Mae has so far invented a new storytelling format on Instagram, created an investigative mockumentary TV series on Facebook, and garnered millions of views on YouTube – all while picking up a few shiny recognitions.

Life skills include filming Tiktok videos for her husband and lip-syncing the entire Beauty and the Beast movie.

A Curtin graduate of Graphic Design and Advertising, he has worked across a wide range of industries from Oil and Gas, Motorsports, Insurance, Banking, Telecommunications, Retail, Food and Beverage, Automotive, and even the Tobacco industry. His experience also includes ATL, BTL, Digital/Social, shopper marketing and activation for both B2C and B2B businesses within the brands he’s worked on.

Over 10 years, he’s worked with a variety of brands from Petronas, Shell, ExxonMobil, Mercedes AMG F1 Team, Mitsubishi, Volkswagen, Audi, Zurich Insurance, Manulife Insurance, Tiger Beer, Heineken, Hennessey Diageo, Celcom, GSK, Johnson & Johnson, Unilever, British American Tobacco, Robinsons, and Singapore’s Health Promotion Board. Having done local, regional and also leading global campaigns, this gives him an edge to craft not just creative solutions but also creative business solutions across different cultures and demographics. This had led to winning global and regional awards from Cannes, The Drum, Spikes, Adstars, Markies, Effies, Kancils, CCA Gongs, and many more.

Theophilues (or Theo, as most people would prefer to call him) has found himself in a few multinational advertising agencies throughout his career, working on and taking the lead for campaigns on a regional and national level. His experience encompasses a wide range of products, ranging from diapers to motorbikes, as well as playing the role of brand guardian for various regional accounts.

Through the work, he has been fortunate enough to find himself awarded at both local and international shows, including Cannes, D&AD, Clio, One Show, LIAA, and the Effies, amongst others.

He has also since gone on to judge several award shows, both at a local and international level, while playing an active role in various programmes that seek to nurture and grow the next generation of creatives.

Since 2023, he now runs indepdent agency ALT Worldwide as a managing partner and Creative Lead.

With a career in communications spanning over 20 years, Trevor is as passionate about creativity now, as the day he first picked up a pencil and started drawing as a child. During this time he has worked, first-hand, under some of Advertising’s greats, which has allowed him to hone his craft and become internationally awarded, along the way.

His works have been recognised at numerous award shows such as Cannes Lions, One Show, Clio, Spikes Asia, AdFest, AD STARS, Singapore's Creative Circle Awards and the EFFIE Effectiveness Awards and he was also ranked in the top ten hottest creatives in Singapore by Campaign Brief Asia in 2018.