I think stuff. I write stuff. I make people feel stuff.
Inez is an award-winning regional senior copywriter. After years in advertising, she’s learned one thing: if nobody felt anything, it probably wasn’t worth making.
Olay invited three women to answer the simple question, “When you look in the mirror, what do you see?” Their answers revealed familiar anxieties about ageing and appearance. Then we showed them something they didn't expect -- their own life stories reflected back to them. Their journey, struggles, triumphs. Flipping the way they see themselves in the mirror. Where they once just saw signs of aging, they later saw signs of resilience, grit, growth. Olay honors this by bringing out their best skin so they can see all they’ve built within.
Olay Look at you now
Australia
Nissan needed to raise awareness about its 100% electric vehicle, Nissan LEAF and its commitment to sustainability. We launched the Nissan LEAF Orchestra, a musical ensemble featuring rare artists who use leaves to play music, an art form by Philippine national artist Levi Celerio. The orchestra performed renditions of classic songs amid endangered trees where nearly a third of native species are facing extinction. The performance served as a reminder to listen to nature without featuring the Nissan LEAF.
The Nissan Leaf Orchestra
Philippines
We launched Pantene’s new regional brand platform, “It’s not luck. It’s Pantene.” Rooted in Thailand’s strong belief in fate and destiny, the campaign showed women they don’t have to leave their hair’s future to chance. Pantene Total Damage Care rebuilds damage from the core, putting their hair’s fate back in their hands.
It’s Not Luck. It’s Pantene.
Thailand
Be the Leading Man
Philippines
Bench, the Philippines’ leading retail brand, brought back the dashing, dapper, and classic style of Filipino matinee idols and made the old new again for the young generation. We chose unforgettable leading men from the golden age of Philippine cinema, and with permission from their families, we recreated their classic style with the leading men of today. Research was done to make sure the clothing, photography, and pomade method of styling hair was faithful to the way it was back then.
Kamillosan Scary Voices
Radio work
How do you advertise a medicated throat spray on the radio? Let people hear just how scary a sore throat can sound. For Kamillosan, we turned the unpleasant sounds of a sore throat into an audio reminder to treat it before everyone around you has to hear it.