20+ years working in 7 markets across 2 regions, on campaigns that ran worldwide. Brand campaigns, global launches, product activations, and large-scale productions, with the commercial results that justified them. Every label leads with its result.
The exhibits
Film
1,200+applications generated through the campaign
Emirates: Adventure Awaits
Campaign and production lead
The Emirates Group01
Film
1,300senior leaders, one aligned forum
98%app engagement
Hilton APAC GM & Commercial Conference 2024
Strategy and communications lead
Motion · 202402
Film
+39%child registrations
+36%site traffic, in 4 months
NTUC My First Skool: site and campaign
Project owner, client liaison and copywriter
Bonsey Jaden · 2022 to 202303
Over 1,500members upgraded to the next tier
Over USD 2 millionin incremental revenue
Emirates Skywards Tier Advancement
Loyalty marketing and CRM lead
Tier marks, Blue to Platinum. Reproduced from Emirates Skywards campaign artwork.
The Emirates Group04
Film
3 BronzesKancil Awards 2023, for the film’s craft
1platform idea, adopted across European and Asian markets
Malaysia Airlines: This is Malaysian Hospitality
Head of Operations, project and client lead
Bonsey Jaden · 202205
Film
90 yearsof UOB heritage, from 1935, told as one story
On timeopened to the public in March 2025
The UOB Gallery: Right By You
Brand and content lead
Motion · 202506
Film
100%of the inaugural cadet cohort confirmed
Under 2 monthsfrom launch to a fully filled intake
Emirates Flight Training Academy
Brand and go-to-market lead
The Emirates Group · 201707
250guests at the launch, 18 September 2026
1,000copies of the book, 10 times the original scope
GSG25: One Global Community
Strategy, content and digital lead
Global Schools Group’s 25th anniversary, told as a book, a gallery, and a microsite. Edwin Tong, Singapore’s Minister for Law and Second Minister for Home Affairs, opened the celebrations on 18 September 2026 and unveiled the book. Design: Motion’s creative team.
Motion · 202608
The GSG25 book, open at ‘25 Years’
1,000 copies. Lead writing and editing, archive picture research, and fact-checking: Iain McMullan. Design: Motion’s creative team.
On the wall beside it: Opening the book. Film loop, colour, silent, 6.9 sec.
Opening the book
Film loop, colour, silent, 6.9 sec.
The cover
Print from a photograph of the book. Design: Motion’s creative team.
‘From the Chairman’, pages 6 and 7
Print from a photograph of the book. Design: Motion’s creative team.
‘The network in numbers’
Print of the book’s artwork. Design: Motion’s creative team.
Screen recording
8 daysfrom brief to launch
226automated checks passed before the final release
GSG25 microsite, globalschools.com/gsg25
Design, build and content lead
6 pages on GSG’s own domain. Key visual: Motion’s creative team. Screen recording, colour, silent, 17.8 sec.
Motion · 202608
The anniversary gallery
The arch entrance and 5 colour-coded zones. Panel copy and the student guides’ notes: Iain McMullan. Design: Motion’s creative team. Film loop, colour, silent, 13.8 sec.
GSG25 key visual
Lightbox. Design: Motion’s creative team.
Shippedend to end, in 2018
Still livecore to the programme today
Emirates Skywards: My Family
Project and digital marketing lead
The household, not the individual: members pool and share Miles across a family of up to 8.
The Emirates Group · 201809
Screen recording
Livelascenting.com, launched 2026
LA Scenting: web design and build
Design, build and content lead
The photography and the client list are LA Scenting’s own. Screen recording, colour, silent, 19.8 sec.
For LA Scenting · 202610
4% to 22%online sales share, over 3 years
6 launcheseach over its ecommerce target, across 4 markets
applications generated through the campaignSource: Emirates: Adventure Awaits case study
Emirates needed a more diverse global cohort of pilots, reaching past the traditional demographic to a younger, more adventurous generation, and recruiting across 6 continents at once. The films told a pilot’s life as a story. I led the production of the Adventure Awaits films, each following a real Emirates pilot.
senior leaders across the region, one aligned forumSource: Hilton APAC GM & Commercial Conference case study
98%
app engagementSource: the same case study
Hilton’s largest regional leadership forum had to unite leaders across diverse Asian markets behind one vision for 2025, then prove it had landed. I led the strategic narrative and all the content: the conference theme, the email programme, the app selection, and the companion app’s structure, interface, and content. 8 communications touchpoints carried one identity, from the first brief to the final survey.
Event programming and operations: the wider Motion team. The film is a 60-second cut of the conference’s highlights film.
members upgraded to the next tierSource: Emirates Skywards Tier Advancement case study
Over USD 2 million
of incremental revenue, from the extra flights booked to reach tierSource: the same case study
Thousands of Skywards members were less than 2 flights from the next tier, and most did not know it. Every email told a member exactly how many Miles would take them there, with example flights on routes they already flew, and updated them after every flight. Once proven, the approach became a standing part of the programme.
The tier marks in the vitrine are reproduced from Emirates Skywards campaign artwork.
of the inaugural cadet cohort confirmedSource: Emirates Flight Training Academy case study
Under 2 months
from launch to a fully filled intakeSource: the same case study
A purpose-built academy needed its full brand identity, and a market, before its first cohort applied. The essence, Go Beyond, came from a positioning audit of a sector that looked and sounded the same. The identity ran through every space in the building, from the atriums to the residences.
Led client-side, from agency selection through the brand guidelines to the rollout. The film has music and no speech.
guests at the launch on 18 September 2026Source: GSG25: One Global Community case study
1,000
copies of the book printed, 10 times the original scope of 100Source: the same case study
11 weeks
from strategy session to launch daySource: the same case study
Global Schools Group’s 25th anniversary, told 3 ways: a commemorative book, a walk-through gallery, and a microsite. 5 pillars became the book’s 5 chapters, the gallery’s 5 zones, and the messaging every school used. On 18 September 2026, Edwin Tong, Singapore’s Minister for Law and Second Minister for Home Affairs, opened the celebrations and unveiled the book.
My part: the campaign strategy and research, the messaging, lead writing and editing on the book, archive picture research and fact-checking, and the gallery panel copy. Motion’s creative team designed the key visual, the book, and the gallery.
from GSG’s brief to launch daySource: GSG25 microsite case study
6
pages, from the first 25 years to the next 25Source: the same case study
226
automated checks passed before the final releaseSource: the same case study
I designed it, built it, and wrote it. The story sits in plain data files, with a consent flag on every named student and alumnus, so GSG’s own team can host it and keep it current. Before each release a script opened all 6 pages at 3 screen widths and ran 226 checks.
Key visual: Motion’s creative team. The recording is silent.
Kancil Awards 2023, for the film’s craftSource: Malaysia Airlines case study
1
platform idea, adopted consistently across European and Asian marketsSource: the same case study
After a period of acute institutional crisis, a national carrier needed to win back its soul, and a promise of efficiency would not do it. As the agency’s Head of Operations, I led the project and the client relationship end to end, from the strategic platform to the final cut. The platform rolled out across the brand film, advertising, the cabin and crew experience, digital, and trade.
of UOB heritage, from 1935, told as one storySource: The UOB Gallery case study
March 2025
opened to the public, on timeSource: the same case study
A blank brief: take 9 decades of heritage and make it one coherent visitor experience, then open it on time. I led the theming, the archival research, and the image choice for every panel, and wrote all the short-form panel copy and the long-form microsite pages. When the producers changed, I stepped in to project-manage roughly half the build.
Panel artwork designed under my oversight. The film has music and no speech.
AHC’s share of online sales, over the 3-year engagementSource: AHC Skincare case study
6 launches
each over its ecommerce sales goalSource: the same case study
4 markets
Singapore, Malaysia, Vietnam, and ThailandSource: the same case study
Korea’s fastest-selling skincare brand was expanding into Southeast Asia, where the category runs on Lazada, Shopee, and trusted local voices rather than glossy advertising. I held the relationship with AHC’s brand owners across the 4 markets and approved the commercial strategy and the campaign direction.
Day-to-day account and creative execution: my account director and team.
child registrationsSource: NTUC My First Skool case study
+36%
site traffic, across the four-month campaign windowSource: the same case study
Parents choosing early-years education aren’t researching. They’re entrusting. So the site had to feel reassuring and easy to use, and the campaign had to lead with what makes My First Skool’s relationship-based approach actually different: not what it teaches, but how it teaches it.
My scope: project owner, key client liaison and copywriter. Led the site rebuild with a multi-discipline team (PMs, front and back-end developers, UX/UI, QA) and the integrated launch campaign across social, programmatic display, and out-of-home. The film carries its own subtitles.
end to end, in 2018: from concept and product definition through to a full digital marketing launchSource: Emirates Skywards: My Family case study
Still live
My Family remains a headline benefit of Emirates Skywards years after launchSource: the same case study
Miles are earned individually, but aspirations are shared. Letting families combine what they earn, without losing their own tier status, turns scattered balances into reward-worthy journeys and deepens loyalty across a whole household.
A Family Head plus up to seven relatives, from spouses and children to parents and grandchildren. The launch film plays on the full case study.
Nobody can smell a website. The people who buy scent design for a terminal, a hotel lobby or a head office still have to feel the difference before they book a sample, and then sell the idea to a finance director. So the site does two jobs. The first screens set a mood a buyer remembers. Everything below them builds the case: projects, services, and a journal that answers the questions a sceptical buyer asks.
A static Astro site with hand-built components and the haze written in canvas. The design, the words and the code came from one person, so the brief never had to survive a hand-off. The photography and the client list are LA Scenting’s own. The recording is silent.
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