recent projects
Discover Singapore Series (Jan-Mar 2020)*
Joint multi-media project between Singapore Tourist Board and Singapore Airlines offering visitor unique insights into three different themes:
1. Arts and culture
2. Fashion and retail
3. Food and drink.
Our solution was to introduce each theme through the eyes of a notable Singaporean who would act as Guest Editor and, along with two Singapore Airlines cabin crew, would play the role of guides helping take the audience on a journey to ‘Discover Singapore’.
Execution: Campaign consisted of three bespoke 20 page print guides bound into the January, February and tbc* issues of SilverKris; three ten minute videos where the individual editors and SIA Cabin Crew went on a very personal journey to meet the people and visit the places that make Singapore so unique; and, a bespoke microsite that collated all of the content elements above and added a host of interactive elements from clickable maps to personality quizzes. View here silverkris.com/discoversg
* Note the final guide and video on Food and Beverages were completed and due for release in March 2020 but their launch was postponed due to the Covid 19 pandemic.
Senior Managing Editor - SilverKris Magazine (March 2019 - July 2020)
At global travel publisher INK, I produced SilverKris, the multi-award-winning monthly inflight magazine for Singapore Airlines (SIA), and oversaw its sister title Silkwinds, for SilkAir, as well as the related website silverkris.com. I lead a team of eight in-house staff and a global network of freelance writers, designers, illustrators and photographers in all aspects of production, and served as the main point of contact for the client. I also worked closely with the airline on numerous offshoot video, print and digital projects, ranging from one-off destination guides and a special anniversary cover to video interviews and fashion shoots. SilverKris has a monthly audience of 1.5 million passengers.
SilverKris Magazine - special cover August 2020
In the first quarter of 2019, our client, Singapore Airlines (SIA), approached us to request a special cover and feature for the August issue of SilverKris, to celebrate Singapore’s annual National Day celebrations.
To achieve this, we created a special nine-page feature that saw us interview numerous industry experts, from Starchitect Moshe Safdie to Google’s Country Director Stephanie Davis, as well as highlight many of the new projects or planned projects set to transform the city-state.
From flying taxis to floating towns, this vision of Singapore 2030 imagined a city that could have been lifted from a science fiction novel. To visually represent these exciting predictions we commissioned one of Singapore’s leading illustrators, André Wee, to interpret the findings of our feature and generate his own vision of Singapore in 2030.
The result was a stunning gatefold cover, illustrated in 3D, which presents a futuristic cityscape packed with lots of intriguing detail. To further highlight the uniqueness of the story and illustration, the cover was printed using special metallic silver ink to make the cover shimmer, as well as incorporating a holographic foil stamping the better to highlight the SilverKris logo.
Silkwinds Magazine - December 2016 - July 2020
Oversaw the relaunch of Silkwinds, the monthly inflight magazine of SilkAir and the launch of its dedicated website and newsletter. I led a creative team in all aspects of the monthly production of the title, read by over 350,000 passengers per issue. I also oversaw the production of a series of destination-focused videos shot across South East Asia, China and Japan that ran on the airline’s inflight entertainment system.
Read more about my previous work experience…