DIGITAL MARKETING PORTFOLIO
As an Art Director, I build digital campaigns and content systems that scales from big-picture narratives to the daily assets that keep brands moving and audiences engaged. From 2021 to 2024, I led creative for multi-platform campaigns, ad ecosystems, and social storytelling across beauty, wellness, healthcare, and FMCG.
My work lives where brand meets behaviour: insight-led, culturally aware, and designed to perform. Whether it’s crafting a seasonal campaign, creating story-driven motion content, or translating strategy into content, I bring a point of view, a sharp eye, and a healthy appetite for getting a little unhinged.
CREATIVE LEADERSHIP SNAPSHOT
I lead end-to-end digital creative for beauty, wellness, lifestyle, and F&B brands, from strategy and storytelling to design and performance. My approach blends emotionally resonant visuals with results-driven execution.
-
Directed art decisions for always-on and seasonal campaigns across Instagram, TikTok, Meta, YouTube, and Google Display
-
Developed scalable visual systems for social and performance content, aligning brand aesthetics with media needs
-
Designed high-performing ad creatives that balance narrative clarity with platform specificity
-
Led motion, animation, and video development for product launches, awareness pushes, and festive campaigns
-
Collaborated closely with strategy, content, and media teams to deliver on-brand, measurable creative across every touchpoint
INTEGRATED CAMPAIGN CASE STUDY
-04.png)
PHYSIOGEL TRIPLE ACTION
Role: Art Director
Challenge: Increase sample redemption, brand awareness, and product engagement through campaign microsite and social media strategy
Solution: Interactive landing page with a mini-game redemption flow + awareness & engagement social media content + paid ad creative
ROCHE Her Time Matters
Role: Art Director
Challenge: Combat cancer stigma and low awareness of treatment options through an engaging, emotionally resonant digital campaign.
Solution: Developed a story-led microsite, directed and animated a key campaign film (Dear You, Love Me), and designed performance-driven social content supported by targeted paid media.
SOCIAL MEDIA CONTENT STRATEGY
Always-on content that builds loyalty, community, and a memorable brand voice
CLARINS
Premium Skincare
SOCIAL MEDIA STRATEGY
Supported local teams by adapting Clarins' global content for Southeast Asian audiences, as well as generating localize content to broaden target audience. The focus was on maintaining the brand's premium look and feel while incorporating timely local elements such as festive themes and trending visual styles.
ROLES & RESPONSIBILITIES
Video Quality Assurance and Art Direction
Design Execution & Production Support
On-Site Support for Shoots & Conceptual Guidance
ELLGY PLUS
Dermatological Skincare
ALWAYS ON & DIGITAL CAMPAIGN SOCIAL MEDIA STRATEGY
Ellgy Plus is a heritage hand care brand focused on delivering practical skincare solutions with a wellness-first positioning. To build trust and long-term visibility, we developed a content strategy that blended consistent skincare education with festive seasonal campaigns. I led campaign ideation and art direction, oversaw asset quality, mentored junior designers, and shaped an always-on system that balanced clinical product messaging with friendly, audience-relevant storytelling.
ROLES & RESPONSIBILITIES
Art Direction & Creative Lead
Social Content Strategy
Creative Supervision for Static, Motion, and Seasonal Posts
Support in Video/Photo Shoots and Production Feedback
Visual QA and Performance Asset Adaptation
AMWAY ARTISTRY
Skincare & Make Up
BEAUTY EDUCATION SOCIAL MEDIA STRATEGY
Crafted content pillars and designs aiming to improve ARTISTRY’s social presence, focusing on skincare education, beauty tutorials, influencer activations, and UGC adaptation. The goal was to maintain brand consistency while allowing flexibility for campaign moments.
CONTENT : Elynn Wong
CREATIVE : Carmen Tan, Lilian Tan, Izzy Yong
ROLES & RESPONSIBILITIES
Art Direction & Layout Design
Design Execution & Beauty Tutorial Editing
Integrated Content Ideation Across Monthly Plans
PERFORMANCE MARKETING & AD DESIGN
HOYA
Optics & Imaging
MiYOSMART & SENSITY 2 DIGITAL PERFORMANCE STRATEGY
HOYA is a vision care brand specializing in smart lenses for children and adults, including MiYOSMART for children’s myopia and Sensity for adaptive light conditions.
To raise awareness of HOYA’s advanced eyewear solutions, we created ads featured minimal distractions, clear product messaging, and audience-centric copy positioning across Meta, YouTube, and Google Display. These were targeted at parents of young children and office workers seeking eye health solutions.
CONTENT : Aqilah Zailan
CREATIVE : Carmen Tan, Will Wai
ROLES & RESPONSIBILITIES
Static & Video Ad creative variants for multiple placements
Visual strategy and copy-framing alignment
A/B Testing Variants for Paid Platforms
QA for Final Exports Across Ad Sizes
KOSÉ
Japanese Skincare
KOSÉ SAVE THE BLUE CONTEST PERFORMANCE MARKETING
This campaign by KOSÉ focused on ocean-safe product positioning, as part of their environmental initiative. As part of the Save the Blue campaign, our team created performance ads to promote an interactive contest encouraging user participation and awareness around reef-safe sunscreen. The visuals stayed true to the campaign’s soft oceanic tone while adding urgency and clarity around the call-to-action for the contest entry.
CONTENT : Nik Nayly
CREATIVE : Krystyn Chew, Carmen Tan
ROLES & RESPONSIBILITIES
Performance ad design for Meta, GDN
Visual direction for static and motion ads
Adaptation of hero visuals into short-form placements
BAKE WITH YEN
Food & Supply
SOCIAL MEDIA STRATEGY
A A well-loved baking supply brand modernized for Gen Z, home bakers and professionals. We run year-round social media campaigns targeting B2B & B2C industries, as well as capturing Gen Z audiences through an integrated strategy across platforms like Instagram, Facebook, and TikTok, driving engagement and brand awareness.
CONTENT : Erica Seow
CREATIVE : Krystyn Chew, Carmen Tan, Irfan
ROLES & RESPONSIBILITIES
Art Direction & Creative Leadership
Quality Assurance & Design Management
Design Execution & Production Support
Integrated Digital Marketing Strategy Development
Assistance with Video/Photo Shoots & Creative Design
VIDEO & MOTION CONTENT
DECORTÉ
Premium Skincare
MONTHLY PRODUCT VIDEO CONTENT
DECORTÉ is a luxury skincare and cosmetics brand from Japan, known for high-end formulas and elegant presentation. We created video content that supported DECORTÉ’s luxury skincare launches. Each month’s content focused on fluid transitions, product USP, and lifestyle videos.
CONTENT Nik Nayly, Aqilah Zailan
CREATIVE Krystyn Chew, Carmen Tan, Irfan
ROLES & RESPONSIBILITIES
Motion Direction & Visual Storyboarding
Video Shooting Direction & Assistance
Video editing & Animation Feedback
Collaboration with Editing Team
Quality Assurance & Guidance
Design Execution & Support
