Client: Lazada Singapore
Agency: Ultrasupernew SG
Creative Director: Shivram Gopinath/Sy Chia
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh
Director: Jasper Tan (Vadbibes)

Producer: Denise Teo


Lazada is one of the fastest-growing online retailers operating across Southeast Asia.

Mother’s Day videos tend to be sappy and overtly sentimental. To promote Lazada’s Mother’s Day offers, we went the other way.

Working with local indie director Jasper Tan aka Vadbibes, and in-demand influencers Youtiao666, USN produced a parody of run-of-the-mill Mother’s Day ads. Done in the form of a stylised rap music video featuring a cooler-than-thou mum who nags lyrical, the video implored viewers not so subtly to skip the niceties and buy their mums something.

It went viral within days, reaching 351k views on Lazada’s Facebook page alone. Social media engagement of the brand went up by an incredible 10,000% over the week the video was live.

Client: Yolopay
Creative Director: Shivram Gopinath/Sy Chia
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh


A concept that fell through.
Canvas is a prepaid visa card (and more) for young adults aged 13-17.

Working through a mobile application, Canvas gives parents full control and access of their childrens’ finances whilst giving these young adults the freedom to be independent and self-reliant.

The app incorporates smart functions like secure top-ups and transfers that happen instantaneously, has control perimeters like setting expenditure limits and notifications for transactions made.

Everything done through a mobile phone, for the ones who have never seen a time without the internet or social media. With Canvas, the constraints of how we move money around are removed.

Times have changed, how we manage our household finances should too.

Client: Citibank 
Agency: Ultrasupernew SG
Creative Director: Shivram Gopinath/Sy Chia
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh
Animator: Imran Yusof
Account Executive: Desiree Leong

Live on Citibank Singapore’s Facebook


To drive Citibank customers to pay with points for their Spotify Premium subscriptions, we created a series of kinetic visuals together with a 3D animator for Citibank users in Singapore, Philippines, Hong Kong and Taiwan.

These visuals depict musical devices being "activated" by Citi cards, bringing across the campaign message of "Power Up Spotify Premium" when you pay with points.

Client: The Livescape Group
Agency: Ultrasupernew SG
Creative Director: Daphne Tann
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh
Production House: Zake Productions


It’s The Ship is Asia’s largest EDM festival at sea, a three-day event that takes place on board a cruise ship. We were tasked with getting news of the cruise out there, and generate ticket sales.

“It’s Not The Ship” is a series of 8 videos, each utilizing footage from past iterations of It’s The Ship juxtaposed with the same scenarios recreated in less exciting places – bookstores, fish markets, playgrounds, bus stops and the like. Proving that things were definitely better on The Ship.

Tickets to It’s The Ship were sold out. Not sure if we had anything to do with it.

Maybe a little?

Client: SKII
Agency: Vaynermedia APAC

A concept that fell through.
These KVs were done up to promote the launch of VIVO’s V15 model in Malaysia, Philippines, Vietnam and Thailand.

The V15’s key feature includes the elevating front camera, which brings us to the name of the first concept - RISE. How the V15 elevates your way of life and helps you to rise to every moment.

The second concept - HEIGHTEN YOUR SENSES focuses on using KOLs to promote the V15.


Creative Agency: DDB Group Singapore
Creative Director: Elijah Ng, Edwin Leong
Copywriter: Matthew Ho
Art Director: Rei Minagawa

Client: Fairprice On
Creative Agency: Ultrasupernew SG
Brand Agency: Ultrasupernew SG
Creative Directors: Shivram Gopinath / Shan Yu Chia
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh
Production House: Reckn


When people think of online grocery shopping, they usually think of the Redmarts and the Honestbees. Our challenge? To bring FairPrice On into the equation, through a series of heartwarming, relatable videos that brought across their brand promise of being "Always On Your Side".

Execution wise, we tried a fresh approach by presenting the video in reverse, accompanying it with a voiceover telling a story through rhyme.

Client: POSB
Agency: TSLA

Client: Lazada Singapore
Agency: Ultrasupernew SG
Creative Director: Shivram Gopinath/Sy Chia
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh
Account Executive: Desiree Leong
Production House: Big3 Productions



Lazada offers such a vast variety of products, unmatched anywhere in the Universe. So much so that even beings from beyond our planet revere it.

It's so great that this year (2017), 4 aliens from a distant planet prepare to travel to Singapore to partake in the biggest sale of their lives....

Socially awkward but super adorable, they become the endearing faces of our campaign.

Client: Lazada Singapore
Agency: Ultrasupernew SG
Creative Director: Shivram Gopinath
Director: Chris Rudz
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh
Account Executive: Desiree Leong
Production House: Big3 Productions
Audio Production House: Fuse Adventures in Audio


Lazada is one of the fastest-growing online retailers operating across Southeast Asia.

To promote Lazada Singapore’s offerings of free delivery with no minimum spend, we came up with a series of films highlighting the incredulity of the offers, by juxtaposing them against incredibly unbelievable scenarios.

Done in a retro, B-grade movie style to fit the theme, these short films played across Lazada Singapore’s social media platforms as a series of comical microfilms that juxtaposes incredible scenarios to the even more incredible Lazada offering.

That's unbelievable.

Client: SKII
Agency: Vaynermedia APAC

Client: SKII
Agency: Vaynermedia APAC

Client: KFC Indonesia (Concept)
Agency: TSLA

A presentation deck done up in Keynote to introduce the launch milestones of the VIVO V15 in China.

*Not all pages have been uploaded

Creative Agency: DDB Group Singapore
Creative Director: Elijah Ng
Art Director: Rei Minagawa

A series of spreads made just for our student brand ambassadors.

Social media posts for Martell NCF’s Instagram and Facebook pages.

Invite for our student brand ambassadors before they were student brand ambassadors and part of our (very exclusive) Curious Crew.

Client: Yolopay
Creative Director: Shivram Gopinath/Sy Chia
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh


An alternate art direction concept to Canvas.

A video highlighting the past, present and future of GrabPay, and the employees behind the scenes. Tear-jerking, spirit-lifting stuff.

Client: Grab Singapore
Agency: Ultrasupernew SG
Creative Director: Shivram Gopinath/Sy Chia
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh
Director/Cinematographer: ihasamic!

The Party Action People (PAP) is a party collective by Martell NCF Singapore. For this short campaign, the PAP called for party idea entries from NUS students which were then shortlisted by us! Shortlisted entries were put out for public voting and the winning entry would win two thousand dollars(SGD) to bring the party idea to life.

These videos were social posts for the few shortlisted party ideas.

Creative Director: Daphne Tann
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh


A typographic concept work for Starbucks Singapore.

The idea behind the concepts were that whatever the time and whatever the occasion, Starbucks has a drink for that. We used different typefaces and colors to recreate the silhouettes of iconic drinks Starbucks serves to bring out the emotion that these drinks will instil into consumers.

Branding and a rebranding for Maco & Accompany - an education management/cultural exchange company.

POND’s Glitterglow was launched first in the Thailand market in 2017 as part of their effort to steer away from being known as a mature-audience oriented skincare brand, to one that caters to all skin ages.

Glitterglow is POND’s very own holographic makeup/skincare sub-brand, and these were early stage KVs featuring Thai influencer Archita.

Creative Director: Shivram Gopinath/Sy Chia
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh

Creative Director: Shivram Gopinath
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh


A concept that fell through.
MoneySmart started as a mortgage comparison company operating under the brand SmartLoans.sg. They have since expanded beyond mortgages to help consumers maximize their financial decisions by putting the power in their hands to compare loans, insurance, and credit cards.

We came up with ways to make the brand more approachable and life-style oriented to make tackling finances a less intimidating topic.

_____________

Direction One
The idea of ‘It’.Your dream car, that diamond ring for your special someone, a long-awaited holiday, downpayment on a house. Whatever ‘It’ is, let’s make ‘It’ happen with MoneySmart.

_____________

Direction Two
The idea behind this was to bring across to the audience that MoneySmart can help make their dreams tangible, hence the 3D/holographic art direction.

Social media assets for Grab x Ultra booth in 2017.

Agency: Ultrasupernew SG
Creative Director: Shivram Gopinath/Sy Chia
Art Director: Rei Minagawa
Copywriter: Ming Swee Koh

Designer: Rei Minagawa
 

A typographic publication to pay tribute to my (used to be)favourite typeface. Batman was in cinemas at that and I just happened to see that Gotham was a typeface, a win-win situation for everyone. 

Designer: Rei Minagawa


A typographic illustration inspired by the 2011 Tohoku Earthquake in Japan. The 2011 earthquake was a huge blow to the Japanese, with extensive structural and economic destruction following. This typographic illustration was to illustrate the strength of Japan and its people.

Sakuras were used in contrast to the Oni, which is the demon in traditional Japanese live performances (Kabuki). I thought it was interesting to bring together the concept of two extremes - life and death.

Sakuras represent new life, which is why we have the annual flower-appreciation in April. It also represents the fragility and beauty of life, the preciousness and precariousness of life because of its short life span that is only during the New Year period.

My final illustration shows an Oni being strangled by the cherry blossoms, representing how the city is back on its feet and ready to take on whatever they have to face, now and in the future.

An instagram pixel art project just for the fun of it, with different themes every week.
I’m pretty sure you can guess which one’s my favourite?

**Hint: She’s a really good singer.

Client: Rogue Merchants Pte Ltd


In-store tent card visuals to promote Virgil’s Root Beer Floats and the Flying Cauldron’s Butterscotch Floats at selected bars and restaurants.

Agency: Publicis Singapore

Promo banners and mastheads for FlyScoot’s website revamp in 2016.

Many of the graphics were already done up by an illustrator in an asset library, I adapted them to fit in the banners and mastheads.

Agency: Publicis Singapore

Promo banners and mastheads for FlyScoot’s website revamp in 2016.

Many of the graphics were already done up by an illustrator in an asset library, I adapted them to fit in the banners and mastheads.

Digital illustrations for a picture book (personal project).

These EDMs were done as part of a rebranding project that fell through for iShopChangi.

Agency: Ultrasupernew SG
Creative Director: Daphne Tann
Art Director: Rei Minagawa

A three-part tent card visual to promote Redbull’s new lime flavoured shots.

Year: 2015 /16

[Mirror Mirror 心境] is a light-mirror installation from the Light.Like.Life exhibition held at the National Design Centre late 2016.

This was a collaboration exhibition showcasing works by Nanyang Polytechnic’s Interaction Design final year students, in partnership with the final year students from the Guangzhou Academy of Fine Arts.

The brief was to use light to represent/evoke a certain emotion, using tangible objects to replicate the intangible. This installation was inspired by the current society’s obsession with validation; how everyone is so busy trying to live up to a certain kind of standard that other people has set for us that we forget the beauty that is within us. 

The 2.5m wide light origami allows one to see the beauty they possess as a pixycamera detects the colours of their clothings, transferring the data to strips of LED lights. The LED lights were programmed to come up with other complimentary colors that were then reflected on the many hand-cut acrylic prisms to create a beautiful montage and kaleidoscope of colours and moods that only the individual can create, allowing themselves to change their perspective and see themselves in a different form.

Agency: Publicis Singapore

Social media engagement posts for Audi Singapore.

Some geometric weather icons for a (cool) weather app.