Lovebirds, this Valentineās Day, weāre turning the clock back to the 80s, where sensible mom-advice was the real talk.
Enter Lenskartās Amore Collection, the gift of Crystal Clear Vision this Valentineās Day. Itās not just about roses and chocolates; itās about seeing through the romantic haze and getting real.
Say goodbye to the guessing games and spot the red, beige and green flags in your partners with our anti rose tinted lenses. Because, letās face it, love is great but 20/20 vision is even better.
Creative direction for Lenskart Singapore
Dive into "Bongdirk's Nightmare," our cheeky campaign that turned Halloween into haute couture. We took Singapore by storm, launching a Lenskart capsule collection for those who love their style served with a side of scare. Inspired by the twisted mind of illustrator Howie Kim, we transformed his eerie Bongdirk into eyewear so cool, it's spooky. From syringes to hearts, each piece dared you to embrace the dark side of fashion. This wasn't just a campaign; it was a rebellion against the mundane, making every day a hauntingly stylish affair. Dare to be bold, dare to be different, dare to wear Bongdirk.
Creative direction for Lenskart Singapore
Bandai Namco
Gamers with cats.
They love to game, and they love spending time with their cats.
To help them bond without compromising game time, we innovated a way to let their cats be part of the game.
A meowing good time all around.
Welcome to Space Tycoon - A gamified brand experience within Roblox to launch the latest Galaxy foldables.
We invited our Gen MZ audience to join us in this world and come unpack with the latest Z Flip4 & Fold4.
From customizing their own phones to secret power-ups players got up close and person with our phones. We turned our phoneās features into gamified booths. Like the Flex Cam Walkway where we showcased our phoneās multi-angle capture as the players walked down the aisle. Or the handsfree selfie booth that captured our players mid air as they jumped before our Galaxy devices to activate it.
In this fun gamified way, players got the chance to experience our latest features in a whole new way!
Agency: We Are Social & Mekanism
Social Campaign
Samsungās launched itās new Galaxy Watch5 with improved sleep tracking features. So, it was only fitting to launch the campaign with a yawn game challenge. A TikTok filter where users had to stop themselves from yawning by watching the compilation of yawns that appeared over their heads.
To further drive product consideration and purchase we created a series of online films called Behind the Yawn that dived deeper into the watchās enhanced sleep tracking features.
For this we created a whimsical, inner world of the watch, where the sleep coaching mascots came alive to show the features. From the powerful 3-in-1 Bio sensor to extra band comfort - we invited our audience to go behind the yawn and learn about them all in a snackable, entertaining way.
Agency: We Are Social Singapore
Lenskart
Re-introducing the flip-ups.
Glasses you have seen before.
But now, they flip up too.
Specs to Sunnies. Sunnies to Specs.
Enjoy endlessss ways of looking at the world.
Just kidding. Only two.
Sustainability branding + content
Client: WWF + Green is the New Black + Temasek
WE GOT THIS is a non-profit youth-led sustainability movement that aims to educate youths about sustainability through bootcamps and masterclasses and have them co-create with us to find solutions to saving the world.
Butā¦
āHow do we get the youth to sign up for a sustainability movement?
(with a face of hide-your-pain-harold) Ermā¦should we try memes?ā
And so we decided to speak to the youth in their language. Bold, anti-establishment, and a bit unexpected. Using mix of analog and digital styles, we aimed at creating a visual language that seems like itās created by the youth!
š Design for good - ADC 2022, Shortlist
Creative Head: Aaron Phua
Art Directors: Harshmeet Kohli, Eslyn Heng
Copywriter: Ozkan Kusay
Sustainability branding + content
We recently launched a new sustainable, all-natural snack brand called Re-
And if youāre curious, it went a little like this.
Client: So, weāre launching a new sustainable snack brand. And we want to appeal to the conscious consumer.
Agency: Interesting, tell us about your story.
Client: This may take a while. We have a lot to sayā¦
Yes, they did have a lot to say. But that was a good problem to have. Especially if they were going to stand out against the clutter of organic and seemingly sustainable brands. And unlike the others, we had nothing to hide for the conscious consumers who read the product labels religiously. In that spirit, we positioned Re- as an impact first brand.
We designed the packaging to double up as a print ad for Re-.
Always opening up with an intriguing question about how their choices could impact the planet. Catching the consumerās attention while also posing a challenge to the competitors in the category. We answered these questions in the form of short snippets of our impact story. The more the merrier. Oh! and we also included a massive QR code with the full story for those curious consumers.
We used this format even In our films and website. Bringing the impact story to life authentically - and engagingly, with the help of some very colourful illustrations!
And thatās how we launched a new brand that demystifies sustainability and makes it approachable. But, weāre not done here.
This is simply a start. (So, excuse me while I get back to work.)
š Sustainable Packaging & Communication - Adstars 2021, Bronze
Creative Team: Aaron Phua, Eslyn Heng, Harshmeet Kohli, Ozkan Kusay
Green user interface + experience design
First, let me introduce you to Re-
A new sustainable, all-natural snack brand that we recently launched out of Singapore. A brand that is not just passionate about sustainability but also walks the talk right from its manufacturing to packaging. So, when it comes to its website- can we make that sustainable too? Challenging, but Iāll try.
In an attempt to make this website more āsustainableā, I borrowed the 3Rs in the design approach. Reducing - Reusing - Recycling. Using this as a lens to design a more energy-optimized website.
Starting with adopting a lean UX approach to reduce the overall pages. Next up, reducing the data load from the visual systems. Intentionally using more illustrations in our design language to make it SVG-friendly. Even our product stacks were designed in order to keep them PNG-friendly.
Moving onto the component designs. Not just reducing but reusing them. Designing them to be modular such that we can have different iterations of the same component on different points in the journey without running the risk of repeating ourselves or creating an exhaustive list of novel elements.
Shapes, illustrations - we reused them too! And when it came to the overall design - we recycled the master design to build in a dark mode by simply inverting the text colour. And this feature deserved special attention, so we encouraged users to switch to our sustainable mode to save more energy on their devices while browsing.
Whatās next? Well, sustainability is a work in progress, so we are working on further optimizing the site. If you have some interesting notes or insights to share, happy to jam and discuss the possibilities for greener UI/UX models.
Oh! and in other news, we are also working on gamifying by āRe-wardā purchases that help create a more positive impact. Let me tell you more over coffee!
UX / UI design : Harshmeet Kohli
Copywriter: Ozkan Kusay
MAC cosmetics needed a campaign for its Lightful-C range that conveys not only product benefits but works topically across its 6 markets in SEA.
Finding a commonality for toolkits, is always a pickle! So we looked at the country in the region that is stirring things up not just with its music but also its beauty industry - Korea.
We found the latest K-beauty slur amongst beauty enthusiasts. Glass skin. (Read: luminous, dewy skin. But hey wait! MACās Lightful-C range does exactly that)
Bringing together the best of both worlds - we put upcoming K-Pop singer, Kang Mina and her flawless skin in the spotlight. (And in a foundation bottle!)
Creative Director: Ayesha Bedi
Art Director: Harshmeet Kohli
Copywriter: Sara Badr
All material produced is a copyright of Grey Group Singapore.
Awareness Initiative + Website Design
How do you say "Motherfuc**r" in your mother tongue?
Hokkien or Spanish, we noticed that most of these colloquial insults refer to women or female genitalia. If we want to hurt a woman, we call her out by being easy or cheap. When we curse at men, we always attack their manhood by calling them a "pussy" or a "motherfucker", never a "fatherfucker".
That's why we launched MindYourWord, an initiative to generate awareness of the underlying biases that are incorporated and ingrained in our daily lives. The variety of insults we faced was so broad we invited people to contribute their own on www.mindyourword.sg to help us make this point.
We turned the masthead of the website into a live form that allowed people to submit insults from their language for this cause. Paired with a live counter that updated with every insult submitted - helping us crowdsource insults from around the world to stir conversation about this 'socially accepted' behavior.
Copywriter: Daniela Valera, Harshmeet Kohli
Art Directors: Larissa Vaz, Harshmeet Kohli
E-com web redesign
As a part of their digital communication strategy, Pondās tasked us to redesign their website. We re-looked at their information architecture to design a platform that would serve as a go to place for all their skin concerns. From educating content about skin care to purchasing the right product, we minimized third-party click throughs and integrated all the information including peer reviews and social content into one platform.
The second phase involved, developing a more modern and bold visual look for the website alongside incorporating some intuitive features. We introduced a more intuitive search bar that helped consumers navigate content faster. An interactive skin advisor feature was also incorporated that allowed the user to understand their skin concern by uploading an image and answering questions. We followed this by suggesting product recommendations based on their test results or even the weather conditions using geolocation and weather settings.
With a stronger digital presence, we helped to increase sales 37% faster than before in the region as well as to help engage with the younger audience.
Art Director: Jong Ling Foo
UI/UX Designer: Harshmeet Kohli
Copywriter: Siti Khalid
āExcess sugar is bad for you. But thatās no news!ā
It was precisely this tension that became a starting point for Vitagen Less Sugarās new campaign. And we asked - how do we package verbose scientific studies into a fun and relatable campaign?
Enter, Sugar Man.
Dressed as a sugar cube, youāll find him creeping behind your desk or sneaking into your room. Uninvited, unasked for, heās always being extra. Or as we say in Singapore - such a Kaypoh!
While weāre still working on the numbers, we did manage to generate some buzz amongst the social bees saying - Itās too much sugar man!
Creative heads: Akanksha Jain & Ozkan Kusay
Art Direction: Harshmeet Kohli
All material produced is a copyright of Grey Group Singapore.
Social Experiment + Print Ads
No child is born with racial prejudice. It is a learned behaviour.
In a proposed collaboration with Faber Castell, the idea is to engage children aged 4-6 using colouring books filled with outlines of characters often associated with racism and prejudice.
At an innocent age where racial bias hasnāt sunk in, the kids would colour the pictures any way they want, rendering the threatening images harmless, even funny.
The concept includes capturing this process on video to showcase the unfiltered purity of their responses. The colorful outcomes could then be transformed into posters and print ads, aiming to spark broader discussions on racism and promote awareness.
Creative Direction: Shawnn Lai
Art Direction: Harshmeet Kohli, Richard Cagomac
Copywriter: Uma Rudd Tan
Interactive Content | Art Direction
Pondās Men wanted to launch a new product targeting menās acne problems. So, we began by identifying one tiny hiccup - men didnāt actively search for an acne solution in our key markets.
Our task was to get them to pay attention. So we crafted a visual interface for a virtual mirror that assisted our local celebrity make the right choices to get rid of his acne. Using YouTube cards and annotations, we turned these films into and interactive experience for the consumers where they could choose between options to help our celebrity get rid of his acne.
Demonstrating the efficacy of the productās Lock&Clear technology - we turned a piece of educational content into an engaging experience, while stealing a slice of their attention as they browsed online.
Executive Creative Director: Mark Bown
Art Directors: Richard Cagomac, Harshmeet Kohli
Copywriter: Sridhar Gopalratnam
All material produced is a copyright of
Ogilvy&Mather Singapore.