ROBGAX
Singapore-based creative leader specialising in design-led storytelling, brand systems and scalable content platforms across Asia Pacific and the United States.
Gax has held Global and Regional Executive Creative Director roles at FCB, Bates and Ogilvy. He later co-founded ManghamGaxiola McGarryBowen, an independent Singapore agency that later became part of the Dentsu Aegis Network.
He has built creative teams, in-house studios and scalable content ecosystems spanning advertising, digital platforms and branded storytelling. Today he leads Playbook XP and Keller Media, advising organisations on gaming culture, AI-enabled creative workflows and modern content production.
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.
