hoolah
Regional Campaign Governance & OOH Media Execution
Role: Creative Designer (Regional)
The Strategy: Governed the visual execution of high-impact marketing campaigns across 5 regional markets (SG, MY, HK, TH, PH), ensuring strict brand integrity across diverse localized touchpoints.
The Execution: Engineered scalable design templates to accelerate cross-border rollouts for major retail events (7.7 Sale, Black Friday). Directed large-scale offline brand activations, including the execution of immersive SMRT station takeovers.
The Impact: Streamlined the regional creative pipeline, maintaining flawless brand consistency across high-visibility digital campaigns and large-format physical advertising.
#hoolahday (Anniversary)
A campaign featuring a collage of ‘What hoolah means to you’ from customers, merchants, partners, and staff.
The first of its kind, the campaign’s theme, design elements, colour scheme, typography, and animations were created from scratch.
Style with hoolah: The Lunar Edit
For CNY, HuiYi, Joey, Heidi, Abhishek, and I styled, produced, edited a short for socials ft. @charlottewangwang and @riceejasmine in collaboration with GG<5, Aldo, and By Invite Only - to create the first of the series: Style by hoolah.
Ad for SMRT
A solo project - short upbeat video to capture commuter’s attention. It is part of the campaign also involving OOH deliverables (seen below).
