The Insight Generation

When Honda launched the Insight in Malaysia, hybrid vehicles were almost unknown. The challenge wasn’t just introducing a new car, it was getting people excited about a technology they barely understood. Rather than lead with features, the campaign focused on a bigger idea: raising awareness about the environment and inspiring people to take notice of the planet.

This gave rise to The Insight Generation, a movement that encouraged people to share their own ideas for improving life on Earth. It started at street level, handing out free plants and sparking conversations about sustainability, and quickly grew online through social media, video content, and thought leadership. By creating a community around shared values, Honda made the Insight feel relevant and desirable. The campaign delivered powerful results, turning a modest £100,000 investment into £1.47 million in sales from 732 vehicle orders.

Wait Wonderfully

Travellers today guard their time like treasure, yet airports have a habit of stealing it. Hours disappear in queues, crowds and the general blur of getting from A to B. Even in traditional lounges the experience can feel more functional than freeing. Aspire Executive Lounges saw this as an opportunity. With millions passing through their doors each year the real challenge was not scale but meaning. How could they help travellers feel less like processed passengers and more like people reclaiming a moment that mattered?

The answer became Wait Wonderfully, a creative shift that turned waiting into something worth savouring. Instead of filling time Aspire set out to elevate it. Every detail was crafted with intention, from the comfort of the seating to the care behind each freshly prepared dish. The lounges became pockets of calm where travellers felt genuinely looked after. Whether someone was sprinting between meetings, sharing a quiet moment with a partner or simply taking a breath for themselves, Aspire made those minutes feel personal and precious. It became the moment they realised that time was truly their own.

From True Originals to Expanding the Braking Universe

Launched in 2019, the True Originals campaign was a multi-phase brand initiative that steadily built momentum through award-winning activations, including Original Workshops and True Braking Experts, and culminating in its final chapter, Expand Your Braking Universe. Over the years, each phase garnered industry recognition, with the campaign notably earning Gold for Best in B2B Marketing and Video in 2022.

At its core, the campaign was a brand-building exercise designed to position TRW as a trusted leader in OEM parts for both automotive manufacturers and the aftermarket. Through a fully integrated omnichannel strategy spanning advertising, exhibitions, blogs, workshops, social media, and film, the campaign focused on the real people behind the brand. By connecting people with people, the campaign turned TRW into more than a parts supplier. It became a trusted leader and a brand defined by authenticity, craftsmanship, and human stories. Ultimately reinforcing the brand’s identity as the True Braking Experts trusted to Expand Your Braking Universe.

Sea for Sale

The Coral Triangle, stretching across six countries in the western Pacific, is one of the most biodiverse marine regions on Earth. It is home to nearly 600 coral species, six of the world’s seven marine turtle species, and over 2,000 types of reef fish, while supporting the livelihoods of more than 120 million people who rely on its reefs for food, income, and coastal protection. Facing severe threats from unsustainable practices and climate change, WWF wanted to spark awareness and inspire action across the region.

The solution was the MyCoralTriangle campaign, a bold, human-centred idea that asked a simple question: “How would you spend US$5? Buy a cup of coffee or help save 120 million people?” Working with regional WWF offices, the campaign invited the public to buy a virtual plot of the Coral Triangle through an interactive microsite, creating a sense of personal ownership and urgency. Press and television adverts drove people to the site, turning passive awareness into active advocacy and inspiring a new wave of digital environmental stewardship.

Quality Rising

When employee engagement starts to fade, even the best training programmes and reward schemes can lose their impact. Harte Hanks wanted to raise the bar across its global workforce, but inspiring people in different countries, roles, and cultures to unite behind one vision is no small task. The challenge was not only about improvement but also about creating a genuine sense of connection.

The Quality Rising campaign delivered that connection. Instead of relying on a single, top-down message, it invited employees everywhere to share their own views on what quality means in their work and lives. This open exchange encouraged personal ownership and collective pride, turning quality from a corporate target into a shared mindset. As ideas spread across teams and time zones, engagement began to rise and a culture of quality began to grow from the inside out.

Fight the Symptoms

The National Stroke Association of Malaysia had long depended on a small, loyal group of donors and volunteers, but reaching a wider audience meant finding a new approach. Rather than sticking with traditional fundraising events, we launched a campaign designed to connect with more people in a meaningful way. The aim was not just to raise awareness but to help the public truly understand the reality of strokes and the vital work NASAM carries out every day.

Instead of leading with facts or direct appeals for donations, the campaign focused on empathy. It highlighted everyday symptoms such as dizziness or headaches that many might ignore, showing how these could signal the onset of a stroke. By making the issue feel personal and immediate, people were encouraged to learn, reflect, and take action. This approach transformed awareness into compassion and compassion into meaningful support.

Let Your Intuition Take Over

The Honda Civic has always been the standout performer in the Honda line-up, known for being smart, sporty and built for people who love to drive. With the launch of the new model, the challenge was to show that, despite its sleeker design and advanced technology, the Civic hadn’t lost its spark. The big idea? To prove that the new tech made driving even more intuitive and amplified the thrill that has always been part of its DNA.

Rather than simply telling people the excitement was still there, we let them experience it for themselves by turning them into action heroes. A teaser ad and TVC directed drivers to a campaign site where they could upload their photo and star in their own high-speed Civic chase movie. Behind the wheel and on the run, they rediscovered what makes the Civic so iconic: the pulse, the precision and the unmistakable thrill of the drive.

Incredible Happens Here

Metropolitan Gaming casinos were known for glamour and high-stakes tables, but most people did not see the full story. The challenge was to show that these venues offered more than gambling and could be celebrated destinations for socialising and exceptional experiences.

The idea was simple. By putting the chefs and their award-winning dishes at the centre, the casinos became places where people could enjoy masterful cuisine, discover true craftsmanship and feel the same care and excitement found at the tables. A special photography shoot captured the chefs at work as well as the interiors, gaming and dining areas, showcasing the full experience these venues had to offer. This approach attracted new audiences, elevated the brand and created richer, more memorable visits for all.

For Every Photonista

Panasonic wanted to broaden the appeal of its Lumix G series by reaching women who love capturing and sharing their lives through photography. The challenge was to move beyond technical features and build an emotional connection that celebrated creativity, self-expression and style.

Inspired by Fashionista, we coined the word Photonista, to capture the spirit of women who see life through the lens. With Panasonic’s Brand Ambassador, Nathalie den Dekker, Miss Universe Netherlands, leading the campaign, the message celebrated a confident and contemporary lifestyle. The idea resonated so strongly that For Every Photonista became the tagline for Panasonic’s entire digital photography range, paving the way for the launch of the Lu.V series, where Lu.V combined Lumix and Venus Imaging Engine as a symbol of everything worth capturing and sharing.

In brief

I’m a creative with over twenty years’ experience turning ideas into stories that truly connect. I’ve led teams across the UK, Europe, the US and Asia, working on everything from branding and digital to film and experiential. My approach is simple: ideas first, channels second, because creativity should solve problems, not just decorate them. Whether it is a global launch or an internal engagement campaign, I focus on the human truth that makes the work matter.

I’ve mentored talented teams at agencies such as LAW Creative, Harte Hanks and Dentsu Aegis Network, building brands and award-winning campaigns for clients including Panasonic, Nuffield Health and Premier Inn. I believe in leading by example and guiding with empathy, creating space for others to grow, explore and take ownership while keeping sight of the bigger picture.

At heart, I am passionate about creative storytelling and communication. Over the years, my approach has evolved, from sketching ideas with pencil and paper to shaping visuals in Adobe Creative Suite and now exploring the possibilities of Generative AI. I have always welcomed whatever helps ideas come to life, because strong ideas deserve thoughtful craft. The work that resonates grows from curiosity, empathy and concepts that make a difference. I am not tied to labels such as ad man, brand specialist or digital guru, because meaningful ideas can live anywhere. What matters is their ability to spark change, start conversations and move people to care.

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