Mak Kita Hijau
Challenge
Introducing....
Big Idea
My Contribution
Insight
Malaysians come in many skin tones.
Yet sunscreen advertising still centres fair skin, reinforcing sunscreen as a fairness product rather than essential UV protection. This leaves those with darker skin tones more vulnerable to sun damage.
Mak Kita Hijau breaks the link between fair skin and sun protection by giving protected skin a new colour: green. To bring this to life, we introduce three green-skinned Maks to debunk these familiar myths, showing that HYGR sunscreen is there to protect every skin tone. Even green!
[Final Year Advertising Design Project]
Warna apa pun, hy-jaga!
The problem runs deeper than advertising. Malaysians grow up hearing that sun protection is about staying fair, while darker skin doesn’t need it, from friends, family and even our Maks:
“Jangan main panas-panas. Nanti gelap.”
“Kulit gelap tak payah payung lah.”
“Pakai sunscreen? Nak putih ke?”
I primarily contributed to activation ideation and campaign development, expanding the Mak Kita Hijau concept through supporting campaign experiences and touchpoints. I also handled the video launch (The Maks Origin Story) from planning and content direction through to editing and post-production.
The Maks Origin Story
Mak Kita Hijau Case Study Video
Romanticise Your Reset Video Advertisement
Social Media Content
To make vacuum un-boring and increase awareness among Gen-Z!
Gen Z is overwhelmed by life’s chaos such as school, work, social pressure, and often sees cleaning as just another stressful chore, as traditional cleaning feels time-consuming and inconvenient, often requiring multiple tools to get the job done.
Gen Z finds comfort in romanticising the mundane, to cope with the fast-paced nature of life. From slow mornings to cleaning playlists, they turn everyday tasks into rituals of self-expression and self-care. They want to believe that cleaning isn’t just functional—it’s a vibe.
Objective
Challenge
Insight
A lifestyle-driven campaign that transforms vacuuming into an emotionally satisfying ritual, showing how Shark helps Gen Z romanticize their space and embrace daily resets with flair. With Shark’s HydroVac 3-in-1 Cordless Wet & Dry Hard Floor Cleaner, Gen Z can romanticize their reset—clean faster, cleaner, and more aesthetically.
Handled camera and on-set execution for the video advertisement, translating the visual direction into practical and achievable shots. I also developed the social media visuals, ensuring consistency across the campaign’s digital touchpoints.
Romanticise Your Reset
Introducing....
Big Idea
My Contribution
[Campaign Ideation + Execution]
Romanticise Your Reset Case Study Video
Stress and negativity can take a toll on people’s well-being, but Daily Doughs aims to be a source of positivity for our consumers. Through our thoughtfully crafted cookies, we wish to deliver a comforting and uplifting experience, transforming an ordinary day into a delightful one.
Daily Doughs can introduce an Augmented Reality (AR) experience that users can interact with easily on TikTok. This takes the form of a fun TikTok filter that can offer users a laugh and a bit of joy by interacting with it, which then cheers them up and allows them to associate our brand with positive feelings.
Daily Doughs is a branding project that reimagines small business Amora’s Loves as a cheerful and approachable cookie brand. Built around the idea of cookies as a little daily pick-me-up, Daily Doughs encourages people to enjoy a cookie each day to add a little happiness to their routine.
The name Daily Doughs plays on “daily dose,” positioning cookies as a simple dose of joy. Bringing the brand to life is Sunkie, our cheerful mascot, who adds personality and makes every cookie a little more enjoyable every day.
Problem Statement
Proposed Solution
Big Idea
Daily Doughs
Introducing....
[Branding]
Daily Doughs Case Study Video
Rice & Spice: The Nasi Lemak Journey Documentary
With rising traffic congestion and environmental concerns, Malaysia faces increased carbon emissions from road transport. Many Malaysians remain unaware of the eco-friendly benefits and cultural experiences offered by train travel.
Promoting sustainable public transportation through campaigns like RapidKL's involves raising awareness about its environmental benefits, such as reducing carbon emissions and traffic congestion, while highlighting its role in connecting people to Malaysia’s rich cultural heritage and iconic landmarks, fostering a meaningful and responsible way to travel that supports sustainable urban living. By demonstrating the tangible impact of public transportation on pollution reduction and sustainable urban living, these initiatives encourage individuals to make responsible travel choices that align with environmental goals while also offering a seamless and meaningful journey through Malaysia’s vibrant landscapes and cultural destinations.
Problem Statement
Proposed Solution
Big Idea
From Roots to Routes
Introducing....
From Roots to Routes is a campaign dedicated to encouraging the public to rely on public transport more. This is able to link people not only to destinations but also to the country’s cultural roots and sustainable future.
In order to ensure a broad positive impact, the program benefits a variety of groups, including commuters, nearby companies, cultural organisations, and tourists. Its emphasis on sustainability and heritage may evolve as Malaysia develops, bringing about long-term advantages for the environment, economy, and society.
[Integrated Marketing Campaign]
A Documentary that follows a local mom-and-pop shop in Kuala Lumpur, exploring the people, stories, and everyday dedication behind their nasi lemak. Through their daily routines and passion for the dish, the documentary captures the heart of a small business that has made nasi lemak part of the local community.
Served as the Director, overseeing the documentary’s creative direction and ensuring the final piece stayed true to the intended vision. I initiated and coordinated the meeting with the shop owner, while also contributing as a camera operator, planning and capturing shots from different angles to bring the story to life visually.
Rice & Spice: The Nasi Lemak Journey
Background
[Documentary]
