GOOD MORNING HAIR

GOOD MORNING HAIR

This was one of my last few haircare commercials and possibly my favorite. Although, watching it now, it gives me the giggles. Regional hair ads are the most entertaining; you can also look like a train wreck and become a princess the following second; you are super woman when you have good hair, you can get the man and conquer the world. And boy! I do need a magic potion like this.

Nonetheless, this was shot with my favorite producer Bettina, and who I think is awesome with hair commercials, Jook the director.

This was one of my last few haircare commercials and possibly my favorite. Although, watching it now, it gives me the giggles. Regional hair ads are the most entertaining; you can also look like a train wreck and become a princess the following second; you are super woman when you have good hair, you can get the man and conquer the world. And boy! I do need a magic potion like this.

Nonetheless, this was shot with my favorite producer Bettina, and who I think is awesome with hair commercials, Jook the director.

HERE IS HOW TO VISUALISE A HOTEL BEFORE IT IS DONE (IN THE CHEAPEST WAY POSSIBLE)

HERE IS HOW TO VISUALISE A HOTEL BEFORE IT IS DONE (IN THE CHEAPEST WAY POSSIBLE)

I needed to give a mood to this hotel. In order to sell the logo and showcase the look and feel intended for it, I thought the best way would be to create a mood video. The tune of Intro by The XX kept playing in my head and I just had to put it with some images. This was done quickly with found images, clips and gifs.

I needed to give a mood to this hotel. In order to sell the logo and showcase the look and feel intended for it, I thought the best way would be to create a mood video. The tune of Intro by The XX kept playing in my head and I just had to put it with some images. This was done quickly with found images, clips and gifs.

ROKKI FOR TUNE GROUP

ROKKI FOR TUNE GROUP

roKKi is a division within Tune Group and an ancillary part of Air Asia. It has launched itself as the inflight connectivity, wifi up in the sky. There are also online magazines, shopping and many more to come under it.

When the roKKi peops asked a namecard, I thought the namecard has got to be different. If the whole essence of roKKi is to rock it, why can't the namecard be a stencil?

roKKi is a division within Tune Group and an ancillary part of Air Asia. It has launched itself as the inflight connectivity, wifi up in the sky. There are also online magazines, shopping and many more to come under it.

When the roKKi peops asked a namecard, I thought the namecard has got to be different. If the whole essence of roKKi is to rock it, why can't the namecard be a stencil?

THE MASCOT THINGY WANTED TO PITCH TO TUNE INSURANCE (and it didn't happen, or maybe just not yet)

THE MASCOT THINGY WANTED TO PITCH TO TUNE INSURANCE (and it didn't happen, or maybe just not yet)

Thingy called me one afternoon and said he was going to pitch for Tune Insurance and he needs something done up. And of course there wasn't a brief. Even if there was, when was it ever brilliant. The brief was, 'we need a mascot'. I replied 'armadillo' immediately and he said 'oh please, just spend a bit more time on it'.

I spent some time to do up this gif that evening. I told thingy it has to be an armadillo because it can roll up to be a ball. It makes sense to the already existing logo. It is a no brainer. No need to spend more time to ponder.

Thingy called me one afternoon and said he was going to pitch for Tune Insurance and he needs something done up. And of course there wasn't a brief. Even if there was, when was it ever brilliant. The brief was, 'we need a mascot'. I replied 'armadillo' immediately and he said 'oh please, just spend a bit more time on it'.

I spent some time to do up this gif that evening. I told thingy it has to be an armadillo because it can roll up to be a ball. It makes sense to the already existing logo. It is a no brainer. No need to spend more time to ponder.

SUNSILK SOUTHEAST ASIA : NEW OILS FORMULA

SUNSILK SOUTHEAST ASIA : NEW OILS FORMULA

SUNSILK ATELIER

Sunsilk is now enhanced with oils. 3 of their hair experts come together to concoct the new Sunsilk formula. From left to right, Jamal Hammadi for Black & Shiny hair, Tom Taw for Soft & Smooth hair, and Yuko Yamashita for Straight hair, are all very popular in Asia. They have already been established as trustworthy experts due to their credentials. This first film launches the new oils in the products.

The experts are now not seen as lab scientists but as creatives working in their very modern and aspiring atelier.

This commercial is the master, Philippines and Thailand had their celebrities instead of our generic model at the second half of the commercial. We adapted the style and tweaked the choreography according to the personalities of the celebrities.

SUNSILK RUSH

After the range film was launched, the variant films follow. First up was the Yellow Soft & Smooth variant by Tom Taw.

The story is based around a date at an amusement park that doen't last beyond the girl's hair slump in the afternoon. She is conscious of her hair deteriorating with time and wants to end her date before her date notices her dry and rough hair.

Of course, in the Sunsilk's ideal world, her hair would last much longer, even beyond 24 hours so that she would enjoy her date much longer.

'25-hour hair' was never the idea of the agency. The brief had always been 'long-lasting'. The client insisted on his idea of '25-hour hair' although it was not really understood by focus groups. As other hair brands have already used '24-hour hair', he thought 25 would be really competitive. I think we tried our best to make sense of his 'claim' in the commercials. Other media such as print and digital done by other agencies suffered as they did not have the luxury of moving images to explain it.


SUNSILK PHOTO-OP

Second up was the Pink Straight and Smooth variant by Yuko Yamashita. This played on hair that becomes more and more out-of-shape and unmanageable due to factors like weather or motion. Hair that doesn't fall back in place. Our girl's hair deteriorates as time passes on an open-top bus. Her hair looks worse and worse as they take more photographs throughout the day with embarrassing shots.

And of course, in Sunsilk's ideal world, her hair would continue to fall back in place till the evening.

Black Shine variant is scheduled for next year.

SUNSILK ATELIER

Sunsilk is now enhanced with oils. 3 of their hair experts come together to concoct the new Sunsilk formula. From left to right, Jamal Hammadi for Black & Shiny hair, Tom Taw for Soft & Smooth hair, and Yuko Yamashita for Straight hair, are all very popular in Asia. They have already been established as trustworthy experts due to their credentials. This first film launches the new oils in the products.

The experts are now not seen as lab scientists but as creatives working in their very modern and aspiring atelier.

This commercial is the master, Philippines and Thailand had their celebrities instead of our generic model at the second half of the commercial. We adapted the style and tweaked the choreography according to the personalities of the celebrities.

SUNSILK RUSH

After the range film was launched, the variant films follow. First up was the Yellow Soft & Smooth variant by Tom Taw.

The story is based around a date at an amusement park that doen't last beyond the girl's hair slump in the afternoon. She is conscious of her hair deteriorating with time and wants to end her date before her date notices her dry and rough hair.

Of course, in the Sunsilk's ideal world, her hair would last much longer, even beyond 24 hours so that she would enjoy her date much longer.

'25-hour hair' was never the idea of the agency. The brief had always been 'long-lasting'. The client insisted on his idea of '25-hour hair' although it was not really understood by focus groups. As other hair brands have already used '24-hour hair', he thought 25 would be really competitive. I think we tried our best to make sense of his 'claim' in the commercials. Other media such as print and digital done by other agencies suffered as they did not have the luxury of moving images to explain it.


SUNSILK PHOTO-OP

Second up was the Pink Straight and Smooth variant by Yuko Yamashita. This played on hair that becomes more and more out-of-shape and unmanageable due to factors like weather or motion. Hair that doesn't fall back in place. Our girl's hair deteriorates as time passes on an open-top bus. Her hair looks worse and worse as they take more photographs throughout the day with embarrassing shots.

And of course, in Sunsilk's ideal world, her hair would continue to fall back in place till the evening.

Black Shine variant is scheduled for next year.

SUNSILK SOUTHEAST ASIA : ACTIVATION MUSIC VIDEO

SUNSILK SOUTHEAST ASIA : ACTIVATION MUSIC VIDEO

Funny enough, there is a band in Thailand called 25 Hours. What Sunsilk launched 25-hour hair, it seemed most appropriate to work with the band and Aum (celebrity) to create a music video for their new song to launch the campaign too.

Funny enough, there is a band in Thailand called 25 Hours. What Sunsilk launched 25-hour hair, it seemed most appropriate to work with the band and Aum (celebrity) to create a music video for their new song to launch the campaign too.

SUNSILK : SHAKE SHAKE

SUNSILK : SHAKE SHAKE

The new Sunsilk Spray Conditioner contains half oil and half cream. The ingredients of the oils is tweaked according to markets and hair types. You have to shake the bottle to mix the oils and cream together to form an emulsion which would then be sprayed and massaged into your hair. The campaign is worked out to an easy '2 Shakes 2 Sprays for soft and shiny hair'.

Hair usually still look good in the morning after shampoo and styling. With weather and other factors, hair usually start to lose its lustre after a few hours. This is an easy-to-use, small enough for the handbag on-the-go product.



'2 Shakes 2 Sprays' is an easy instructional campaign. It shows women on-the-go and outdoors, perking up their hair with a rhythmic shaking and spraying tune that was designed for the commercial. This is Suzene's designed animatic for presentations and research.

The filming of Sunsilk Global (Shake Shake and Hello) happened at the same time as Sunsilk Southeast Asia. One of the two had to go to another creative. This was supervised and art directed by Suzene's ECD. Suzene's art direction and intent is shown in the animatic and not so much the final commercial.

The new Sunsilk Spray Conditioner contains half oil and half cream. The ingredients of the oils is tweaked according to markets and hair types. You have to shake the bottle to mix the oils and cream together to form an emulsion which would then be sprayed and massaged into your hair. The campaign is worked out to an easy '2 Shakes 2 Sprays for soft and shiny hair'.

Hair usually still look good in the morning after shampoo and styling. With weather and other factors, hair usually start to lose its lustre after a few hours. This is an easy-to-use, small enough for the handbag on-the-go product.



'2 Shakes 2 Sprays' is an easy instructional campaign. It shows women on-the-go and outdoors, perking up their hair with a rhythmic shaking and spraying tune that was designed for the commercial. This is Suzene's designed animatic for presentations and research.

The filming of Sunsilk Global (Shake Shake and Hello) happened at the same time as Sunsilk Southeast Asia. One of the two had to go to another creative. This was supervised and art directed by Suzene's ECD. Suzene's art direction and intent is shown in the animatic and not so much the final commercial.

SUNSILK : HELLO

SUNSILK : HELLO

Sunsilk is now infused with oils. Oils have been traditionally used in many aspects of beauty.  We first started with this key visual. The designed effect of the po; streams are then translated into the tv scripts to come.

The first direction of the tv was 'shush', with the secret behind your beautiful hair being Sunsilk, and Tom Taw is the co-creator of that formula. He understands hair and he is also recognized as a friendly and trustworthy hair expert.



That direction then changed to hair language. How hair could be more expressive after the new Sunsilk formula. Suzene has very long hair and she is sensitive in understanding how hair works in communication. The above animatic was very well received by the clients and also focus groups. This went ahead into production but Suzene did not art direct the shoot as this global campaign coincided with the other 3  Southeast Asia films she was shooting. Her ECD went to shoot it instead.

Not when Suzene had imagined in her animatic but here it is.

Sunsilk is now infused with oils. Oils have been traditionally used in many aspects of beauty.  We first started with this key visual. The designed effect of the po; streams are then translated into the tv scripts to come.

The first direction of the tv was 'shush', with the secret behind your beautiful hair being Sunsilk, and Tom Taw is the co-creator of that formula. He understands hair and he is also recognized as a friendly and trustworthy hair expert.



That direction then changed to hair language. How hair could be more expressive after the new Sunsilk formula. Suzene has very long hair and she is sensitive in understanding how hair works in communication. The above animatic was very well received by the clients and also focus groups. This went ahead into production but Suzene did not art direct the shoot as this global campaign coincided with the other 3  Southeast Asia films she was shooting. Her ECD went to shoot it instead.

Not when Suzene had imagined in her animatic but here it is.

NOKIA MUSIC STORE

NOKIA MUSIC STORE

Nokia Music Store is sync'd to your Nokia device so you can have music any time and any where you want. Whatever your mood is, your soundtrack to your moment is a mere click away. There was no rocket science concept here. Nokia just want to say 'At your fingertips, 24/7' with a series of emotive images. 

A series of scenarios and locations were picked for a good mix of on-the-go and spontaneity. This is coupled with individual enjoyment to a group appreciation all using the Nokia devices and their peripherals.

Shooting lifestyle images is very important to me. Many people would think lifestyle is easy as it isn't as specific as products or fashion per se. However, to shoot a whole campaign of emotive images that transcends a straightforward headline, that was a big challenge. The whole atmosphere needs to have a special air about it, the subjects need to be moving in a 2-dimensional, still format.

The campaign was beautiful executed. There was a pending budget for a TV spot, though not confirmed at that point. We took some time in between the hectic shoot schedule to shoot some footages for a mood video, just so that the clients can visualize the atmosphere and style in the potential TV spot. The above is the mood video shot at the same location as the beach scenario.

The above are just some of the images shot for Nokia Music Store. The campaign was canned after the artwork was sent out globally. Nokia Music Store was replaced by OVI. All efforts and focus were on the sudden news to promote OVI. This campaign was never ran though we saw glimpses of the shots being used as screenshots on the devices.

Nokia Music Store is sync'd to your Nokia device so you can have music any time and any where you want. Whatever your mood is, your soundtrack to your moment is a mere click away. There was no rocket science concept here. Nokia just want to say 'At your fingertips, 24/7' with a series of emotive images. 

A series of scenarios and locations were picked for a good mix of on-the-go and spontaneity. This is coupled with individual enjoyment to a group appreciation all using the Nokia devices and their peripherals.

Shooting lifestyle images is very important to me. Many people would think lifestyle is easy as it isn't as specific as products or fashion per se. However, to shoot a whole campaign of emotive images that transcends a straightforward headline, that was a big challenge. The whole atmosphere needs to have a special air about it, the subjects need to be moving in a 2-dimensional, still format.

The campaign was beautiful executed. There was a pending budget for a TV spot, though not confirmed at that point. We took some time in between the hectic shoot schedule to shoot some footages for a mood video, just so that the clients can visualize the atmosphere and style in the potential TV spot. The above is the mood video shot at the same location as the beach scenario.

The above are just some of the images shot for Nokia Music Store. The campaign was canned after the artwork was sent out globally. Nokia Music Store was replaced by OVI. All efforts and focus were on the sudden news to promote OVI. This campaign was never ran though we saw glimpses of the shots being used as screenshots on the devices.

MY FIRST NOKIA

MY FIRST NOKIA

'My First Nokia' is a very important project for the brand. This targets all the developing countries in the world. This is the market where Nokia reigns. The research and preparation for this campaign probably took a good 9 months. It included traveling to the 3rd-tier areas in developing countries for field research. The tiers are being broken down to ease and availability of infrastructures and amenities. 3rd-tier would mean limited electricity and limited clean water.

Creating a campaign for the developing countries is a great challenge. As life is trying in those parts of the world, people do not necessarily want to be reminded of it. They want to be inspired, to aspire. To afford a mobile phone in their own means could easily equate a few months' salary. Hence, there has to be a reliable promise from the brand. It is a big choice in life for them.

We shot this global campaign over a few months, from South Africa to India to Malaysia, covering as many ethnic groups for the different countries as much as we could.

 

The above are just some of the shots in the global campaign. What wonderful memories for this job.

'My First Nokia' is a very important project for the brand. This targets all the developing countries in the world. This is the market where Nokia reigns. The research and preparation for this campaign probably took a good 9 months. It included traveling to the 3rd-tier areas in developing countries for field research. The tiers are being broken down to ease and availability of infrastructures and amenities. 3rd-tier would mean limited electricity and limited clean water.

Creating a campaign for the developing countries is a great challenge. As life is trying in those parts of the world, people do not necessarily want to be reminded of it. They want to be inspired, to aspire. To afford a mobile phone in their own means could easily equate a few months' salary. Hence, there has to be a reliable promise from the brand. It is a big choice in life for them.

We shot this global campaign over a few months, from South Africa to India to Malaysia, covering as many ethnic groups for the different countries as much as we could.

 

The above are just some of the shots in the global campaign. What wonderful memories for this job.

CLEAR MEN

CLEAR MEN

Clear is handled by Lowe. When Cristiano Ronaldo was signed as the ambassador of Clear Men Shampoo, Lowe London shot assets of the footballer and we were handling editing for the region and also the complete activation.

It was difficult handling the assets. It is a shampoo brand but managing the expectations of celebrities are difficult. Ronaldo never want to appear directly before or after a product demo on the dandruff. He doesn't want to be 'associated' with dandruff as a personality. This is rather contradictive, hence extra care needs to be put into the editing of the spot.

Ronaldo would also not wear his hair any other way. He usually wears his hair with a lot of hair products and thus makes it difficult to place him in a hair ad. This product created a lot of challenges for the team.

The campaign idea was, if you have a dandruff-control shampoo, you would feel fresher, more confident and more ready to participate in overtime activities. The activation campaign differentiates the Clear Men and involves them in a club that is spontaneous and is always pushing the limits to achieve more.

The activation campaign included night golfing, 2-hole pool amongst the many activities.

 

 

 

 

Clear is handled by Lowe. When Cristiano Ronaldo was signed as the ambassador of Clear Men Shampoo, Lowe London shot assets of the footballer and we were handling editing for the region and also the complete activation.

It was difficult handling the assets. It is a shampoo brand but managing the expectations of celebrities are difficult. Ronaldo never want to appear directly before or after a product demo on the dandruff. He doesn't want to be 'associated' with dandruff as a personality. This is rather contradictive, hence extra care needs to be put into the editing of the spot.

Ronaldo would also not wear his hair any other way. He usually wears his hair with a lot of hair products and thus makes it difficult to place him in a hair ad. This product created a lot of challenges for the team.

The campaign idea was, if you have a dandruff-control shampoo, you would feel fresher, more confident and more ready to participate in overtime activities. The activation campaign differentiates the Clear Men and involves them in a club that is spontaneous and is always pushing the limits to achieve more.

The activation campaign included night golfing, 2-hole pool amongst the many activities.

 

 

 

 

VIRGIN HOLIDAYS

VIRGIN HOLIDAYS

Virgin Holidays was new to the market. Though new, it was a reliable name in the UK. Then Virgin Holidays was coming on strong on their competitors. Their tone was refreshing like their other sectors (Records and Atlantic). We took a wicked twist to their travel promotions every time we got their briefs.

Virgin Holidays was operating on a low budget a few years ago. Then, their campaigns were mainly press and heavily online. We made some videos to sell potential TV treatments to them. The above was titled Virgin's First Child(ren) in the Carribean. 

Virgin Holidays was new to the market. Though new, it was a reliable name in the UK. Then Virgin Holidays was coming on strong on their competitors. Their tone was refreshing like their other sectors (Records and Atlantic). We took a wicked twist to their travel promotions every time we got their briefs.

Virgin Holidays was operating on a low budget a few years ago. Then, their campaigns were mainly press and heavily online. We made some videos to sell potential TV treatments to them. The above was titled Virgin's First Child(ren) in the Carribean. 

VIRGIN HOLIDAYS

VIRGIN HOLIDAYS

Need we say more? It is always more with Virgin Holidays.

Need we say more? It is always more with Virgin Holidays.

CLOSEUP AND PERSONAL

CLOSEUP AND PERSONAL

This is a concept video. Closeup was going to change course to their branding. They want to speak a different language from their competition. We added a refreshing layer of human touch and intimacy to what is a typically clinical category. 

This is a concept video. Closeup was going to change course to their branding. They want to speak a different language from their competition. We added a refreshing layer of human touch and intimacy to what is a typically clinical category. 

ORAL-B

ORAL-B

Good ol' Oral-B.

Good ol' Oral-B.

CLEAR MEN ANTI–DANDRUFF SHAMPOO VIRAL CAMPAIGN

CLEAR MEN ANTI–DANDRUFF SHAMPOO VIRAL CAMPAIGN

SOUTHEAST ASIA VIRAL CAMPAIGN

Concept, art direction and design : Suzene

Looking out in the sunset in despair for his lost love, the Scalpie cried out.

The clouds part, and a loud voice booms from the heavens. “You forgot that male scalps are weak and you’ve not been using a shampoo specially formulated for men, hence your transformation. And there are three evil villains responsible for this humiliation – Greaso, Baldini and the worst of them all, Stressomaniac. I charge you to defeat them all before sunrise, and you will regain your human form.” And with that, the adventure of the Scalpie began...

Game and Website Landing Page

Storyboard of Game. Click on image to enlarge.

SOUTHEAST ASIA VIRAL CAMPAIGN

Concept, art direction and design : Suzene

Looking out in the sunset in despair for his lost love, the Scalpie cried out.

The clouds part, and a loud voice booms from the heavens. “You forgot that male scalps are weak and you’ve not been using a shampoo specially formulated for men, hence your transformation. And there are three evil villains responsible for this humiliation – Greaso, Baldini and the worst of them all, Stressomaniac. I charge you to defeat them all before sunrise, and you will regain your human form.” And with that, the adventure of the Scalpie began...

Game and Website Landing Page

Storyboard of Game. Click on image to enlarge.