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My name is Peter, and I'm a copywriter.
I evolve.
At age 9, I was a consistent failure at spelling.
To help me out, my mum placed cards around the house, naming everything.
At age 11, my teacher beamed as I handed in my essay.
This time it was an expressive tale of how my brother came to my defence in the faceof burly bullies.
I was 15 years old.
I poured my emotions in a letter to her.
Then I crushed it.
Age 17.
I received a distinction for English for 'O' Levels.
I stepped into my first agency at 26.
I produced cringe-worthy lines.
I was yelled at.
I was asked to reconsider my career choice.
I was 27 when I got that warm, fuzzy feeling when my idea materialized into a poster.
Age 29.
Teamwork – it's actually a thing.
Having an involved role in winning pitches – it's actually a thing!
Age 30, my boss taught me about strategic writing.
Sell to persuade, not just to impress.
That's me.
An evolving writer of almost 5 years who knows the learning never stops.I've discovered a natural intuition to exercise different styles for different briefs.
Along the way, I've had the privilege of working on a vast array of mediums and clients.
And boy, am I eager for the next great adventure.
The Work
Integrated Campaigns
Client SingtelProject NewsLoop “Find the Truth” Campaign
The age of social media has brought about new challenges in accurate news reporting. Sensational news can simply be shared with just a click, and the truth gets distorted.
To get people thinking, and to prove our point, we boldly displayed untrue but sensational headlines that were actually reported by legitimate news sources.
The intent is to get them curious enough by these sensationalized headlines, be driven to the NewsLoop website, and subsequently make a download.
Platform Screen Doors
Platform Screen Doors
Taxi Wrap
Facebook Carousel
Client SingtelProject Euro 2016/Copa AmericaWith the big tournaments coming up, all telcos are scrambling to play up their offerings of international football.
We crafted many big ideas that went down well with the clients, and the final product earned high praise from the client.
http://singteltv.com.sg/footballfever/default.asp#menutab
Strip Ad
Singtel TVPromo Page
Singtel TVPromo Page
Singtel TVPromo Page
Client Intel APACProject Processor Launch
It’s been 20 years of Intel Pentium greatness, and to celebrate that, they were looking to direct the spotlight on their Core™ i7 processor.
The irony.
Playing off the “X” on their main product name, and targeting gamers, “Supercharge to the Power of X” was a fitting boast of the awesome capacity the processer had to run powerful games.
A3 Poster Decal eDM
Concept and Craft
Client PowerBarProject Event Posters
Inspiration. Motivation. Perseverance.
Key words. Clichéd words.
PowerBar is all about providing that extra push when you think you’re done. To express that, rather than throwing tired words at the audience, what better way than to spell out all the nagging thoughts in your head… Only to turn them around and transform them to positivity. This is the essence of PowerBar’s identity.
Marina Bay Sands Expo & Convention Centre
Client JurongHealthProject Scholarships
You want to make a mark in the world of healthcare. To be enabled to care for others in ways most can’t. Using a tone of aspiration, hope, and altruism, our communications spoke of how students can be empowered to realise their passion.
Advertorial Interview for Headstart Magazine
Client BASFProject Textile Division Branding
The Textile Division within the chemical company, BASF, looked to strengthen their presence and communicate their portfolio of activities. A series of posters goes a long way in steering them away from being regarded as a harsh chemical company, and reposition them as a company that knows their users, and most importantly, cares for their welfare sincerely.
Client Meadow GoldProject New Product Launch
Meadow Gold's launch of their new Indulgence Collection says one thing: Ice cream is a choice.
A choice between being mundane and predictable, or daring and exciting.
It's obvious where the Indulgence Collection stands.
Client MotorolaProject New 802.11ac Access Point
Newer, faster, and everyone’s adopting it, the 802.11ac is the future.
And Motorola is not about to be stick-in-the-mud types. We decided to infuse a little excitement and flexibility and show them riding the momentum, catching the wave, and enhancing their capabilities.
Client neuLASHProject Branding
Nothing says confidence when you realise the beauty you have is in you.
By painting a story of elegance and beauty that's bold without the need to cake your face with products, neuLASH is represented accurately: their portfolio of products are natural and minimalistic.
Client Joint PolytechnicProject Polytechnic Open House Posters
You're fresh out of secondary school, and you're wondering what's next. The Joint Admission Exercise encourages potential students of varying interests to just hop along to their Open Houses and discover a future for themselves.
Client SentosaProject Sentosa Islander Membership
Sentosa is an island of fun. How much more fun is it if you have unlimited admission for just a small fee?
BTL
Client KaplanProject Double Degree Programmes
Kaplan loves its Double Degree Programmes, and their communications spell out the extra edge prospective students can look forward to when they choose Kaplan.
Client MINDEFProject DXO Rebranding Brochure
Think MINDEF and you’ll think military. Think DXO, and you may think the same. Working in such an environment may turn some off, but it is really no different from any other civilian job. Through interviews, quotes, and an inspiring messaging, we communicate the benefits and joys of working for the defence of the country, without the need to burrow in dirt.
Client FireEyeProject Lead Generation Direct Mailer
For a cyber security company like FireEye, thwarting pesky hackers is a matter of staying ten steps ahead. We enforced that message with a meaningful and practical chess set mailer – users can discover the capabilities of FireEye over an intense game of chess.
Box Interior
Client Allied PickfordsProject Moving Guide
A move always involves plenty of preparation and coordination.
As a thinking company, Allied Pickfords provided a Moving Guide that will prepare the customer for everything from pre-moving day, to settling in. Naturally, the Guide needs to be easily digested without sacrificing the crucial information.
Client Epson SingaporeProject Product Brochures
Epson consistently pushes the boundaries in quality imaging products. Our job was to paint in the customer’s minds an impressive picture of the sublime visual quality and practical effectiveness Epson products embody.
Client Paramount BedsProject Product Brochures
From maternity beds to emergency stretchers, Paramount Bed innovates to care. This personality is earnestly expressed through a balance of heartfelt images and inspiring language.
Client Toyota Genuine PartsProject Fuel Injector Cleaner Brochure
Toyota for Toyota.
To persuade Toyota car owners of the merits of using the right product (Toyota’s, of course) for their vehicles, we solved the challenge of communicating the rather technical information with a balancing act: keep it simple enough to keep them reading, detailed enough so they’ll understand.
Client Hong Leong Holdings LimitedProject Inflora Condominium
Anchored by a nature theme, The Inflora sets you at ease. The essence of a peaceful home is brought out with the turn of every page of the brochure, and the blend of words and images tell a fitting story of a home designed by nature.
Digital
Client CiscoProject Partner Incentive Programme
Cisco has consistently launched Partner Incentive Programmes to push Partners to ramp up their sales, with incentives thrown in to justify their efforts.
The eDMs, posters, and website mastheads are great reminders to motivate Partners – playing up the excitement factor and encouraging them with the fact that not only more sales means more profits, but there are more incentives that drives you ahead from the pack.
Client IntelProject Intel Solutions Summit Event
The Intel Solutions Summit is an annual get-together for all Intel top-tiered Partners.
There will be inspiring keynotes and a wealth of new tech to explore.
Our job is to create that atmosphere of innovation, promise, and future-thinking, as well as foster an environment of networking.
Client White ClinicProject Website Refresh
White Clinic had beauty philosophies, and it needed to be expressed emphatically.
Springing from their chosen flower of the calla lily, the message of purity is succinctly linked to their non-invasive procedures and products.
Client Sentosa SpooktacularProject Spooktacular Web Game
Enough of being spooked. It's time to get huntin' bring the fight to the ghoulies! This is a point-and-shoot web game that tracks scores for friends to compare, and features different ranks to aim for boasting rights. Each page is clearly written to guide the player along seamlessly.
Assorted
Client Epson SingaporeProject Tuas Showroom
Epson is all about giving beautiful, quality form to your vivid imagination. As soon as prospects step in, we want to blast them with a message that’s so simple, but so profound. “Imagine it, realise it”.
Client CapitaMallProject CAPITASTAR Style Guide
The new customer loyalty programme was primed to be released in all CapitaMall malls, and they needed to be recognisable. Everything and anything that CAPITASTAR must adhere to (right down to the name's full capitalisation), must be fully and clearly articulated in the style guide.
Client City GasProject HDB Hub Escalator Panels
From water heaters to dryers, City Gas prides itself on their low carbon emissions, and high savings.
The need to pun on the high-low aspect of escalators has never been greater.
Client SingHealthProject Recruitment Listings
Every copywriter knows that he has to spend a substantial time poring at the accuracy of the content before releasing them.
What better way to hone this skill through vetting job listings?
Speculative Work(When given free rein...)
Client Institute of Mental HealthProject Depression Awareness
People may not say what they mean. Set in three contexts for three demographics (adolescents, adults, and aged), two right-side pages of a magazine first shows a verbalization dressed in a happy setting. The following page undecidedly takes a darker turn, with the same words. The message is clear and simple –depression is very real, and help is always a phone call away.
Client InilinguaProject Language Course Posters
“Something stuck in your throat?”
To that, the posters says a resounding “Yes - pity you couldn't articulate well enough to impress their dates, their speech listeners, or their interviewers.”
If only you brushed up on your English with inilingua.
