Selected work, 2008–2026

Proof. Not a portfolio.

Campaigns and experiments from twenty years at the intersection of creative, marketing, and technology — selected because each one proves a specific idea, not because it looks good in a grid.

150+ creative excellence awards MMA Global speaker Unilever · P&G · Coca-Cola · Nestle · Samsung
01 / Flagship Unilever · P&G · BliBli · 2020

The shoppable ad that ended the false choice between brand and performance.

COVID forced D2C brands to convert, not just advertise. We invented a format that ran a full-screen brand video on top, with live-priced product tiles fed by API underneath. APAC iterated through seven versions. The UK was satisfied with one.

Context

Pandemic-era D2C. Branding budgets that wouldn't convert, performance teams that couldn't tell stories.

Idea

Treat the ad slot as a single surface — narrative on top, transactional below, both updating in real time.

Build

Full-screen video creative wired to a live pricing and inventory API. One creative shell, market-specific data.

Result

Better ROI than brand-only video, real conversions, seven APAC iterations against one UK ship.

AdTech Innovation Brand Building APAC Creative

Selected work

Organised by the ideas the work argues for, not by the year it shipped. Each piece is tied to one of the six authority topics.

AI as Creative Multiplier

A devotional Ganesha idol, built end-to-end with AI tools — and indexed for “ai ganesha” before anyone else thought to write the post.

Personal experiment·2023·Creative · Tech
Creative Leadership

Trained a global creative team on AI as a process tool, not a shortcut. Production cycles dropped by 60% — and the craft conversation got harder, not easier.

Affinity·2024–present·Director of Creative
Case study in writing In queue
AdTech Innovation

McDonald's DT Stories.

McDonald's·Digital Turbine
Case study in writing In queue
AdTech Innovation

Coca-Cola voice-activated ad unit.

Coca-Cola·Digital Turbine
Case study in writing In queue
AdTech Innovation

FAL — Dynamic DOOH activation.

DOOH·Programmatic
Case study in writing In queue
Brand Building

Nestle Dancow — Indonesia brand activation.

Nestle·SEA
Case study in writing In queue
APAC & Global

Mobile Legends — PII closeup creative.

Moonton·SEA gaming
Case study in writing In queue
APAC & Global

Axe — augmented reality activation.

Unilever·APAC
Case study in writing In queue
APAC & Global

Frisian Flag — AR game activation.

FrieslandCampina·Indonesia
Case study in writing In queue
AI as Creative Multiplier

GenAI social trends — applied research.

Internal·2024
Case study in writing In queue
Brand Building

CSW — brand identity programme.

Client work
Case study in writing In queue
Brand Building

Mselect — brand & product design.

Client work
Creative Thinking as a Discipline

“Your idea is in the brief.” The first essay in this pillar is being written.

Pillar opener · in writing

The Lab

I build the things I write about. WebAR experiences, DCO demos, AI tools, and games — most shipped over a weekend.

Hand-built, weekend-shipped
WebAR · 2023
AR Ganesha
A devotional Ganesha idol, modelled, textured, and shipped with AI tools for Ganesh Chaturthi. Currently indexes for “ai ganesha” queries.
DCO demo
Time-Based DCO
Creative that swaps by time of day, in the same ad slot.
DCO demo
Pollution-Detection DCO
Live environmental data wired to a real ad unit.
AI tool
AI Hair Analyser
A working prototype, not a demo reel.
Tool
1or2 Decision Tool
A tiny argument-ender for indecisive teams.

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