The catalogue · Plates

Selected Work

Campaigns, launches, brands and events across Asia and the Middle East, each shown with the result it delivered.

Plate 01 · Event 98% app engagement

Hilton APAC GM and Commercial Conference

Strategy and comms lead Motion · 2024Catalogue entry No. 02 · Acc. 2024.02
Hilton's 2024 APAC GM and Commercial ConferenceThe commercial expo at Hilton's APAC conference
Plate 02 · Brand 3 Bronzes Kancil Awards 2023

Malaysia Airlines: This is Malaysian hospitality

Project director and strategist Bonsey Jaden · 2022
Malaysia Airlines cabin service, Malaysian hospitalityMalaysia Airlines aircraft in flight at golden hour
Plate 03 · Loyalty USD 2M+ incremental revenue

Emirates Skywards Tier Advancement

Loyalty and CRM lead The Emirates GroupCatalogue entry No. 01 · Acc. 2014.01
Emirates Boeing 777 in flightEmirates Business Class Lounge: the higher-tier benefits the campaign helped members reachEmirates Skywards tier coins: Blue, Silver, Gold and Platinum
Plate 04 · Brand 1,000 copies of the book printed, 250-guest launch

Global Schools Group: GSG25

Strategy, content and digital lead Motion · 2026
The printed GSG25 book on its plinth at the launch, the cover's red arch framing a child from the key visual.The GSG25 key visual: children framed by coloured arches under the line "One global community. Shaping the future."
Plate 05 · Brand 90 yrs of heritage, opened on time

The UOB Gallery

Strategy and comms lead Motion · 2025
The UOB Gallery, Right By You: The UOB StoryA visitor engaging with an interactive display in The UOB Gallery
Plate 06 · Brand 100% first cohort filled in under 2 months

Emirates Flight Training Academy

Client-side brand lead The Emirates Group · 2017Catalogue entry No. 03 · Acc. 2017.03
The inaugural cadet cohort assembled at the Emirates Flight Training AcademyPioneering aviators wall installation inside the Emirates Flight Training Academy
Plate 07 · Campaign 1,200+ applications

Emirates Pilot Recruitment

Campaign and production lead The Emirates GroupCatalogue entry No. 04
Emirates pilots, Adventure Awaits campaignAn Emirates aircraft in flight
Plate 08 · Campaign +39% child registrations in 4 months

NTUC My First Skool: site and campaign

Project owner and copywriter Bonsey Jaden · 2022 to 2023
A My First Skool teacher leading a group of children in a music activityMy First Skool campaign creative variants across the channels
Plate 09 · Campaign 4% → 22% ecommerce share, 4 markets

AHC Skincare: SEA expansion

Senior strategic lead Bonsey Jaden
AHC Youth Lasting eye cream styled with candles against a dark, premium backdropAHC Skincare ecommerce campaign creative across SEA markets
Plate 10 · Campaign +23% online sales

Casillero del Diablo: Legendary Pairings

Localisation strategy lead Bonsey Jaden · 2020Catalogue entry No. 05 · Acc. 2020.05
Casillero del Diablo wines paired with local Singapore ingredientsNovita Lam's Legendary Pairings Instagram content: Casillero del Diablo wines alongside local Singapore ingredients
Plate 11 · Web design & build 6 pages, live on GSG’s own domain

GSG25 microsite: the anniversary, online

Design, build and content lead Motion · 2026
The home page's "One date holds this whole story" section, with the 18 September date mark and the group's headline figures.The timeline's growth map, lit by year, beside the first campus of 2002.
Plate 12 · Web design & build Live lascenting.com, launched 2026

LA Scenting: web design and build

Design, build and content lead For LA Scenting · 2026
A still from the LA Scenting hero film: guests crossing a grand hotel lobbyFounder section with a full-height portrait and an italic pull quote
Plate 13 · Loyalty Live shipped end to end, still live

Emirates Skywards: My Family

Project and digital lead The Emirates Group · 2018
A family travelling together, Emirates Skywards My Family
Plate 14 · Web design & build Live recruitblock.io, launched October 2026

RecruitBlock: web design and build

Design, build and migration For RecruitBlock · 2026
The RecruitBlock mark drawn as a grid of light and dark pointsThe employers page: Digital assets recruitment, beside a ledger of recent appointments
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