Blood donation depends on turnout that's hard to predict and hard to spike on demand, especially among 16+ youth donors traditional drives weren't built to speak to.

The relationship was personal, from the original pitch. After leaving McCann, the client came back and asked for a repitch, won back against larger agencies with a fraction of their team.

A full OOH and digital system across five years, bus wraps, MRT pillar wraps, mall takeovers, paired with real-donor photography for a human, not just illustrated, face.

Over 4 million impressions and 1 million+ reached in a single campaign year, 2x industry CTR benchmarks, outperformed a Ronaldo brand-ambassador campaign by 10%+, retained a third year without a repitch.

Children's supplements were treated as occasional purchases, not daily habits. Parents wanted smarter, stronger kids but distrusted overclaimy advertising.

Normalized Scott's as a simple, repeatable routine linked to school readiness and play, not medicalized fear — anchored in everyday parenting rituals.

Integrated campaign across TVC, digital video, OOH near schools, in-store POS and parent-community content, localized across ASEAN with school-year cadences.

Distribution growth and improved off-take in key channels, strong brand recall in parent testing, platform reused across seasonal flights.

Endometriosis was underdiagnosed and culturally stigmatized in Asia, often leading to infertility. Women described their lives as if "written by pain."

Reframed treatment as reclaiming a story rather than managing a disease, giving women language for something they'd been taught to stay silent about.

Visuals built around torn book pages, rolled out across print, congress and digital.

Increased diagnosis and improved treatment uptake, reused across affiliates. Winner, Global Awards 2011 (Film); Silver and Bronze, IPA Best of Health 2012.

Awareness campaigns for conditions like Hereditary Angioedema, Fabry Disease and Gaucher Disease usually default to imagery audiences have learned to look away from.

Fairy tales carry built-in trust. "Once upon a time" lowers your guard before the harder truth arrives.

Opened up rather than kept agency-controlled: Takeda employees invited to write their own #RarityTales around conditions they felt strongly about.

Outgrew its brief entirely. Adopted as a yearly initiative, now a recurring platform for education across the business.

Infant formula is a regulated, crowded category. NAN needed an emotional angle for mothers and HCPs while staying fully compliant.

Parents want confidence their child's nutrition is the best possible start. Dramatized NAN's "Best Protein" as the foundation of growth.

Hero TVC for global rollout, integrated consumer campaign across TV, print and in-store, HCP materials and education, regional adaptations for APAC.

Rolled out across multiple countries, boosted NAN's share in the premium category, praised internally as a best-practice campaign.

Invisalign was perceived as niche and expensive, lacking mainstream traction in Asia.

Smiles are more than cosmetic, they reflect confidence and self-expression. Positioned Invisalign as the clear alternative to braces, mapped to consumer life stages.

Full brand platform: website, app, consumer tools, campaign visuals across Asia, integration of HCP toolkits and digital media.

Significant ROI delivering premium-care patients, strengthened premium positioning in APAC, reused globally.

One in four people will experience a stroke. Year one had to get a wide public to see themselves in a future they'd rather not think about.

Year two moved from general awareness to specific, actionable knowledge. Year three had to keep the message alive inside a pandemic consuming all public attention.

Built on its own visual language year over year, radio, train, bus shelters, PR and social running in concert, shifting weight toward digital as the media environment changed.

Year two beat every target: radio 35.2% vs. 26%, social 1.2M impressions vs. 500K, PR value up to $885,347. Year three reach passed 2 million against a 600,000 target.

Lens reviews are usually spec-sheet content. There was room for something that treated glass as craft, not just numbers.

Hands-on unboxing and real-world shooting content, shot and edited personally, built around what a lens actually feels like to use rather than what it measures.

Ongoing collaborator relationship built on editorial trust rather than a single sponsored post.

Gear choices aren't really about gear, they're about what you value: speed, discretion, weight, ritual.

Self-photographed, self-written bag breakdowns, three times across the run, each one a snapshot of where the practice was at that moment.

Shared widely within the photography community, reinforcing the "different cameras, same instinct" idea that runs through Hotshot Studio.

HOYA needed a digital enablement hub without the cost and timeline of a full site build.

Built a lightweight but powerful content portal instead, prioritizing field usability over feature completeness.

Microsite UX with CRM integration and built-in field training.

In active use across multiple new market entries.

HOYA had spent decades known for lenses. Eyeflexa asked the market to see them as an equipment company too, off the back of an acquisition.

Rather than compete on spec-sheet completeness, positioned around what actually mattered: not a fully-loaded system, but one that grows with the surgeon.

Made modularity itself the hero image, equipment shown mid-upgrade, paired with clean technical collateral.

Modularity communicated clearly, well received by HCPs across experience levels.