The Book of Lane

Challenge:
Our clients were looking for a few swag ideas for their Azure developer events. They suggested the usual coffee mugs, mouse pads, and tees, but we had another idea in mind.

Solution:
We proposed a new fashion label called: CODE; that could live beyond the events and become part of culture. It’s a statement piece that gives much-due props to our audience and their purpose to improve the world through their code.

Outcome:
Clients loved the idea. They started with a limited run of t-shirts for their dev events. But the pandemic happened. In-person events came to a grinding halt. And initial plans to expand the fashion line were shelved.

Takeaway:
This awesome and fun project taught me to always look beyond the brief and spot creative opportunities to push for ideas bigger than what was initially asked for.

My Role:
Concept development. Copywriting. Presentation.

*Finalist, MARKies Awards 2019

Challenge:
When Microsoft wanted to engage small businesses, we knew the challenge was going to be huge. Because the truth is, many SMBs feel that global behemoths like Microsoft can't relate to them. And we knew using the traditional approach of speaking tech to them was just going to fall on deaf ears.

Solution:
We took a more human approach by putting our audience, the SMB owners, first. An insight we landed on was that they take things a little more personally. For them, success isn’t just about profitability, but also about making life better for their customers, employees and communities. And this was how the Business for Better campaign was born.

Outcome:
Launched as a test pilot in New Zealand, the early success of the campaign caught the attention of the rest of Microsoft APAC, and was expanded to 10 other countries (Singapore, Malaysia, Philippines, Sri Lanka, Myanmar, Bangladesh, Korea, India, Thailand and Vietnam) and translated into 5 languages. What started out as a tribute video to SMBs became a growing ecosystem of events, webinars and initiatives including the “Stay Real with Genuine Software” campaign around cybersecurity.

My Role:
Concept development. Copywriting. Presentation. Scriptwriting. Voiceover direction.

* Gold, w3 Awards 2023, Mobile Apps & Sites - Health & Wellness
* Bronze, Marketing Excellence Awards 2023, Excellence in Personalisation Marketing

Challenge:
Being a carer isn’t easy. Many of them are often thrust into the duty of care which they aren’t trained and unprepared for, while still having to manage their own lives. Meanwhile, there is a lot of support readily available for doctors, nurses and other healthcare professionals. Yet there’s very little dedicated to carers. So GSK turned to us to help them serve and empower this overlooked group.

Solution:
We created Carerhood: a new channel for carers to find information and support from other carers worldwide. Built on a mobile responsive platform, Carerhood gives every carer the personalized, actionable advice and support they need to improve the quality of life for their loved ones and themselves. The hub was launched in early 2023 on YouTube, Instagram and Facebook.

Outcome:
* Carerhood continues to grow and provide carers with the right support system; reminding them that there is a community behind them. Now they never have to struggle alone again.

* GSK registered trademarks for my proposed name "Carerhood" and its tagline "For Carers, by Carers" immediately after approving our proposal.

My Role:
Concept development. Content strategy. Name studies. Tagline development. Presentation.

Challenge:
Salus Life prides itself on its holistic personal training services and creating an environment that is welcoming and comfortable for its members. But the problem was that most people never heard of them. How did we spread the word about Salus Life?

Solution:
We hit the streets with a guerilla idea based on a truth that it's awkward to be encroached by a stranger. So we created a character named Mr. Awkward (representing the big box fitness chains) who set out to invade the personal space of local citizens around the neighbourhood.

Outcome:
Mr. Awkward became the talk of the town while putting Salus Life on the map as a welcome alternative to fitness chains.

My Role:
Concept development. Copywriting.

Migrating to the cloud can seem daunting and time-consuming to many businesses out there. But with Microsoft’s guidance, it doesn’t have to be. And this e-book shows how simple it can be to migrate to Azure cloud; ultimately opening up a world of more for organizations - big and small.

My Role:
Concept development. Copywriting.

Money20/20 is the world’s largest FinTech event. As a five-star sponsor of the inaugural Money20/20 Asia conference in 2018, Mastercard saw this as an opportunity to showcase its vision of a “life without boundaries” through its range of innovations. They wanted to let the world know that they were more than a credit card company but a human-centred technology company. So we created this hype reel that gave the world a glimpse of the frictionless future envisioned by Mastercard.

My Role:
Concept development. Copywriting. Scriptwriting.

Brand manifestos are one of my favorite exercises as a writer. It’s an opportunity to paint a blank canvas with words, to establish a North Star that sets the tone, voice, and narrative for a brand campaign, to strike emotional chords, and to create a rally cry that inspires and moves people to action.

Here are some of the many manifestos I’ve penned down.

SAP helps businesses run better. As the lead writer on this account, I was constantly tasked to bring this proposition to life.

The videos I created have set the stage for global events like Art of the Possible roadshow & SAP for Utilities conference (as shown here). While telling SAP's story to the outside world, I also got to work on some fun internal projects such as the Pay It Forward initiative (as shown here) which promoted collaboration and sharing amongst the sales team.

My Role:
Concept development. Scriptwriting. Voiceover direction.

Here are a few more pieces of work that represent me as a writer and thinker, in no particular order.