Lady Gaga and her continuous drive to challenge and reinvent herself set the stage for Tudor’s new global campaign Born To Dare. The campaign received over 10 million views in only 48 hours.
This was my first ever production as a creative intern and had the pleasure of being involved in the project from conceptualisation to launch.
Associate Creative Director: Retto Oetterli
Copywriter: Rohit John
Art Director: Agnes Roo
Agency: JWT NYC
Director: Mark Romanek
Production: Anonymous Content
With its debut Deepavali short film The Duel, the iconic Malaysian biscuit brand dives into the heart of family relationships, where affection often hides behind interrogation and love sometimes sounds like criticism.
Set in a bustling Deepavali open house, The Duel reimagines a tense exchange between a spirited aunt and her adult niece as a stylised Western standoff.
Copywriter - Rohit John
ECD - Kevin Poh
Directors - Krityishaa Karunagara & Lobak Loon
The task was to create something eye-catching & innovative for the Scotch Extreme Mount brand. How do we cut through the clutter in a category that often focuses on strength in traditional ways?
We decided to show strength from the perspective of an Art Heist. How difficult would it be to steal something stuck with Scotch Extreme Mount Tape?
What was more difficult was deciding to remove the tagline, and let the art do the talking alone, to the art director’s delight.
Copywriter: Rohit John
Creative Director : Helmut Mathias
Awards:
Mad Stars 2022: Crystal Award for Print Craft
10 Finalists for various categories- Print, Outdoor, Craft, Art Direction.
Problem
Despite 60 percent less traffic on the roads, more than 40 percent of all fatal car accidents occur at night. How do we shed light on this serious issue, get fleet owners to consider 3M Reflective Tapes, and help save lives?
Objective
Highlight the importance of using reflective tapes at night and encourage fleet owners to use 3M Reflective Tapes.
Solution
We told the true story of a truck driver who was jailed, for a fatal accident that occurred while driving at night. Through the eyes of a fleet owner, we were able to showcase the consequences on the business and the truck driver.
But in our story, 3M gives the driver a second life. By installing 3M Reflective Tapes he is able to come back to work, after serving his time, and the fleet owner can be assured of everyone’s safety.
The campaign generated quite the interest from fleet owners, but surprisingly, what was more impressive was the interest that came from the drivers themselves.
300%
Increase in 3M solutions’ inquiries.
1400+
Leads generated
20%
Conversion into immediate sales
Copywriter: Rohit John
Creative Director & Art Director: Helmut Mathijis
