The biggest challenge of this project was the initial hurdle of setting up a team to handle the account. Coming in as the senior lead, I was tasked with evaluating the current status and leading the team. I started with an initiative to revitalize morale for both the internal team and the clients. This project would eventually become our biggest step and attract more businesses. We rode on the brand sentiment and broke out of the mold that audiences had on the company. PETRONAS quickly became the first brand of its industry to advertise in this new space and the risks of being a pioneer soon disappeared with each success.​
The brief: Transform the public perception of a traditional Oil & Gas company as it transitions into a energy company.
The insights: People see PETRONAS as solely O&G and stereotypes that comes with it.
The idea: Rebrand the company by repositioning its historical O&G symbols into a modern identity that highlights its commitment to energy solutions, sustainability, and corporate social responsibility (CSR) with a focus on green initiatives.
More than just business.
Rigs-to-Reef: Repurposing ocean rigs into marine habitats. As a result, uplifting lives within the ocean and of those on the shore that rely on the ecosystems.
MEKAR: A program that provides sustainable solutions such as solar and water supply to uplift the livelihoods of the villagers.
As a Creative Group Head, I’m proud to have tripled our KPIs and supported team members' career growth. At Fishermen, we successfully pitched and secured new business from PETRONAS, and achieved significant accolades including Effies Agency of the Year and a Webby Award, marking firsts for both our agency and the country.
The brief: To promote unity between Malaysia Peninsular and Borneo.
The insights: Growing divisions have led to many opinions about the company's presence in the region.
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The idea: Pioneering global sports championships and national icons with inclusion of east Malaysian culture, people and location.
A common goal.
PETRONAS Badminton open, motoGP, F1 and other major event campaigns.
Leveling up the social media landscape by adopting trends and exploring visual executions.
"Leading by example" is a motto I embody fully. My strong technical background enables me to share knowledge through hands-on experience. I immerse myself in each team member's role, contributing directly to project execution and planning. As a client-facing creative, I research and present analytics while managing goals with stakeholders.
Telcos are one of the three types of clients to avoid in advertising. However, I found myself in a unique opportunity with DIGI as once again we received the creative freedom to explore our ideas. The catch? We have to outperformed the many other advertising agencies that were retained by them.
The brief: To differentiate from the market.
The insights: The comms set out by each telco blend into each other with color being the only obvious separation.
The idea: Breaking the rules and restriction even if it meant that we have to take down our ads.
Sentiment is forever.
Creating on-ground event for the Apple Watch exclusive launch and collateral content to stand out from the standard market comms and create buzz with fitness influencers.
Building mind maps and story paths with experimental canvas ads. Attracting audiences with an immersive and interactive user journey.
Exploring trends and breaking the mold of social media restriction with clever use of design. Collaborate with partners to communicate product launches and promotions.
The brief: Launch a gaming product.
The insights: Mobile gaming have picked up significantly and there is a void for an industry leader.
The idea: Hijack popular comms platforms like streamers, eSports Teams and events.
All aboard the hype train.
Creating a brand identity and the subsequent print and digital deliverables for the new product launch.
Setting up booths and partnering with eSports team, prominent cosplayers and personalities to create buzz throughout the year-long campaign.
It was here that I got to define myself as a designer. What kind of style do I lean towards, how broad of a skillset do I bring into the industry. As a graphic designer and video editor, I incorporate motion graphics into designs. Even when it's a static image, the concept of movement can be shown by playing with perspectives, colors and lighting.