ROBGAX
I’m a copy-based Creative Director and producer.
I’ve spent the last two decades in APAC leading creative at FCB, Bates and Ogilvy, then co-founded and sold my own agency.
Since then I launched a travel content agency with MTV VJ and Discovery Channel host Denise Keller. Covid travel restrictions postponed this venture, I then set up in-house studios for titles like Robb Report, Vogue and Esquire.
I love real stories. I think that’s why I like social media content. I’ve worked with travel brands like Crystal Cruises, Gili Lankanfushi Maldives, Tripadivsor, Qatar Airways and Genting Dream Cruises.
Agencies taught me so much. Especially about systems and production. I learned a lot about lifestyle content in the last five years. I’ve never been more hands on. I can walk a client through a strategy, a director’s treatment, and I can also edit my own videos.
More than a creator, I am most at home running creative teams, managing budgets and P&Ls. and more recently integrating AI into creative workflows to improve speed and cohesion.
On a personal note, I have a wife and two daughters, a cat and a sausage dog. I also collect vintage movie poster and travel poster art.
Showreel
Bobson was a total rebrand from a Philippine brand back
to its original roots back in Japan. PURE JAPANESE DENIM was our new payoff to back up the claim. We redesigned their logo
to include Japanese typography.
The strategy here was the celebrate the Economist reader's gift of knowledge with their first ever Gift Card.
Outdoor/Print
This campaign was to celebrate imagination all around us. By using selected bus shelters we created scenes within the real world surroundings.
Websites
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SC Johnson & Sons sell an insect killer called Baygon. Similar to Raid in the US market.
We shot all of the Bobson work in Japan. On this campaign we brought one of the tailors and his bench out with us for the photography shoot.
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Headline: You're in the right city, the right business, but the wrong building.
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Headline: A CEO, a Finance Director and your mother walk into a bar.
The IONIQ Electric was a challenge to Singapore's limited charging network. To address this, we used geo-targeting and targeted consumers who lived or worked near charging stations.
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Roblox Game that used the popular Thai team's apparel and merch designs.
