A little about me
So, here’s the story.
I’ve spent my career moving between the visual and the practical: developing creative concepts, bringing experiences to life, and figuring out how to make good ideas work at scale.
From experiential design in Singapore to digital imagery production across five markets, my work has evolved, but the curiosity behind it hasn’t.
I’m interested in how things come together — the idea, the image, the people, and everything that happens behind the scenes.
How I ended up here
I spent 2018 to 2023 in Singapore at Mercury Live & Lumina Live, turning brand ideas into retail spaces, events and exhibitions for names including Louis Vuitton, Ferrari, Shiseido and Estée Lauder.
Today I’m at Electrolux, producing digital imagery and managing digital twins for Australia, New Zealand, Thailand, China and Europe.
Along the way I helped build regional creative capability, led a team of five designers, and worked on the business case for in-house creative production.
Where creativity meets the real world
I enjoy the space between creative ambition and practical execution: finding the right visual language for a retail experience, working through the technical details of an installation, or building a workflow that lets one digital asset serve many purposes.
For me, the production process isn’t separate from the creative work. It’s part of how the idea takes shape.
A few things I bring to the table
Visual thinking. An understanding of composition, materials, lighting, detail and the visual language of a brand.
Production thinking. The ability to take a creative idea beyond the presentation and work through what it takes to deliver it.
Systems thinking. An interest in making creative processes more consistent, adaptable and scalable without losing sight of quality.
The small print
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iF Design Awards · Electrolux UltimateTaste microwave range (2023) · UltimateHome 300 air purifier (2022)
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MARKies 2019 · Gold, Best Retail Event · Silver, Best Event Ambience · 3 Bronze · with Mercury Live & Lumina Live
ALSO · SINGAPLURAL BEST SENSORIAL EXPERIENCE 2014 · MAN FU YUAN PACKAGING TOP 10 FINALIST 2015
EDUCATION · BA (HONS) SPATIAL DESIGN, UNIVERSITY OF CENTRAL LANCASHIRE · DIPLOMA IN 3D DESIGN, NANYANG ACADEMY OF FINE ARTS
Say hello
I’m always up for a good creative challenge. Tell me what you’re working on.