Got a problem? Let’s have a word.
What I do
Help brands solve complex problems with simple words.
By creating voices that stand out, stories that move and experiences that work.
To make people think, feel and act differently.
Why I do it
As an engineer, I love untangling complex systems to find elegant solutions.
As a sci-fi/fantasy novelist, I love combining the rational and the emotional to create moments of joy.
And a writer at heart, picking the right words and arranging them in the right order makes me unreasonably, embarrassingly happy.
Where I’ve been
Network agencies, digital studios, a tech company and a start-up I co-founded.
Across Asia and Europe, working for scrappy new brands to too-big-to-fail banks.
Since before the iPhone came out. (Yes, the first one.)
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Freelancing with agencies and in-house teams.
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Created brand narratives and experiences for Europe’s largest fashion e-commerce platform.
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Created brand identities, narratives and experiences in 12 markets — for PayPal, FWD Insurance, Chevrolet, Johnnie Walker, OCBC Bank, Coca-Cola.
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Led writing for digital experiences, campaigns and CRM – for British Airways, Sony, Vodafone, AmEx and Philips.
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Co-founded the creative studio. Helped take it from a garage to glass walls.
Built a team of 3 writers. Helped win recognition at The One Show, Asia AdFest and ABBY awards.
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Fell in love with copywriting at India’s most awarded digital agency.
Wrote everything from interactive films for Happydent gum to UX copy for Samsung.
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Learnt just-in-time manufacturing at India’s largest car factory.
Escaped just in time, following a minor existential crisis.
What I’ve learnt
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Practiced writing across media and genres at the UK’s leading creative writing programme.
Learnt to critique, edit and collaborate with other writers.
Wrote an award-winning novel published by Hachette UK. (Buy it here)
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Majored in mechanical engineering. Minored in human-computer interaction.
Learnt to take things apart, see how they work, and put them back together in new ways — skills that proved more useful than they seemed at the time.
Who I’ve impressed. (Or not.)
“Great talent and personality to work with”
— Stan Lim, Chief Creative Officer, Dentsu Creative Singapore
“A good writer”
— George Tannenbaum, AdAged
“Best creative I ever worked with”
— Former client, current spouse
“If only he had studied more, he could’ve worked for a good bank.”
— Mother