Embedded Files
"Through Eyes & Roots" :
Proposed Children's TV Programme with Traditional Puppetry (2026)
Research, concept and mockups by me for "Children & Media" Module
Aimed at increasing cultural empathy in children aged 7-12, to address rising youth radicalisation in Singapore and gaps in current cultural education
Key features:
Inspired by traditional Asian puppetry, but with a modern, simplistic art style
Cultural education seamlessly embedded into strong narratives to reduce resistances to persuasive messaging
Covers overlooked issues like casual racism, stereotyping and ostracism in everyday scenarios that aren't deeply explored in current school curriculum
Teaches both emotion-focused and problem-focused coping strategies
Covers lesser known cultural norms, e.g. language-specific internet slang
Diverse characters, including "third culture kids" or those of mixed races
View the full report and slides here
"Not Just Another Bar":
Media Plan Pitch for Another Bar (2026)
Research and campaign pitch for a real client under "Media Planning & Strategies" Module
Aimed at increasing brand awareness and weekday bookings, targeted at young working adults
Research: A grade
Meticulous and transparent breakdown of engagement rates and content types for each post on Another Bar's Instagram and TikTok in the past year, to guide recommendations in the later pitch
Key findings: Nearly half of their posts were strictly promotional; many still environmental images are getting the least engagement
Audience segmentation and analysis were well-substantiated by secondary research on recent market trends specific to demographics and local region
Clear details on key problems and brand personality, and strong points on industry and competitor analysis
Campaign pitch: B+ grade
3-month campaign phased based on the Awareness-Engagement-Conversion funnel, with tactics like UGC, influencer content and incentives to increase reach, engagement and weekday booking conversions
Proposed more non-promotional and people-centred content like personalised photobooth carousels, Q&As, and livestreams that build audience relationships and get higher engagement
Chose relevant influencers focused on nightlife content in authentic and humorous styles, aligning with TA's viewing trends
View the full slides here
"Project Invisible Ivan":
Proposed Campaign on Invisible Conditions (2026)
For "Digital Advertising Essentials" Module
Aimed at raising Singaporeans' awareness about invisible conditions (e.g. chronic pain, deafness, autism)
Problem:
There's lack of awareness and understanding about invisible conditions
Current solutions like LTA's yellow lanyard for persons who need train seats don't always work, as some people with invisible conditions still fear public judgment and choose not to wear them, and the public doesn't always offer seats either
Solution: Increase public understanding and empathy towards invisible conditions
Key features:
Launch of a new mascot, "Invisible Ivan", as part of LTA's "Thoughtful Bunch"
The mascot starts off as invisible, but becomes increasingly visible with every new post with the #invisibleivan hashtag
Final reveal of the mascot is done at Purple Parade as part of disability awareness
Public booths and solo exhibition that provide sensory experiences of what different invisible conditions are like, to increase understanding and empathy
E.g. Headsets that play overstimulating environmental sounds simulate the auditory experience of people with autism
Influencers with invisible conditions help promote the exhibition
View the full slides here (download needed)
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