CURRICULUM VITAE

Wherever Serene has been, she has made a difference – by winning pitches, Gold Lions, One Show pencils or just having a laugh and a drink with colleagues (who almost always become friends).

Her journey began in 1999 at Batey Ads where she spent late nights writing below-the-line literature. For the next four years, she worked on above-the-line advertising at M&C Saatchi where she was once asked if she would like to become a planner instead. She didn't. And so the next five years were spent at Ogilvy where she was recognised and eventually promoted to Creative Group Head. She then became Associate Creative Director, Y&R and was part of the team that won one of the most sought after regional accounts in 2010, Tiger beer. In 2011, she was made Creative Director, DDB.

Brands she has had the pleasure of working with include FHM, Economist, BMW, Mini, British Airways, Coca-Cola, DHL, Brand's, LG and more.

If you'd like to meet her, ask her out for a drink. It'd be hard for her to say no.

BULTHAUP POINT-OF-SALE CAMPAIGN

Everyday food preparation is elevated to an art form with precision bulthaup knives. Art directed by Kat Tan, Eric Yeo & Chan Hwee Chong.

PEAR DRAGON

CUCUMBER CRANE

POTATO KOI

FLUMAX BILLBOARD CAMPAIGN

Bad flu? Strike back with Flumax.

See the close-up shots for amazing details.
Art directed by Kat Tan & Eric Yeo.

NAVY

Close-up

AIRFORCE

Close-up view

ARMY

Close-up

BILLBOARDS

FHM POSTER CAMPAIGN: BOOKS

What if FHM edited other genres of books?

Art directed by Adrian Chan, Eric Yeo, Ashidiq Ghazali & Andrew Goh. Co-written with Troy Lim.

SUPERHEROES

HEALTH

BEAUTY

ART

PRUDENTIAL BRAND TVCs

Prudential celebrates the quirks of the Singaporean.

You probably have to be local to totally get this one.

TVC directed by Paul Wong, art directed by Kristen Ackland and Gregory Yeo, and produced by Pamela Phang.

PRUDENTIAL BRAND TVC V1

PRUDENTIAL BRAND TVC V2

NATIONAL MUSEUM OF SINGAPORE CAMPAIGN

How do you make history relevant to the present?

Why not remind the ordinary Singaporean that what they do today could make history tomorrow? And if they need some inspiration, they could always visit the museum. Done in conjunction with the re-launch of the museum. Art directed by Adrian Chan.

POSTER CAMPAIGN

A thought-provoking campaign that inspires the ordinary Singaporean to make history and be enshrined at the museum.

THOUGHT-PROVOKING IN-TRAIN PANELS

Could this start the most important journey of your life - to ponder what you could do to be remembered?

ZO-CARD SERIES

Send a zo-card to the museum and help form an evolving mural that captures the aspirations of a people. Or send it to your mom. She might feel proud.

TVC - How will you be remembered?

Directed by Sze Lin. Co-written with Karen Land. Produced by Wan Shafie.

PROPERTY CAMPAIGN: ONE JERVOIS

One Jervois Road

Limited edition luxury living in one of the Singapore's most distinguished estates.

Art directed by Ng Pei Pei.

TVC

Directed by Tai Heng. Produced by Julian Tok.

PRINT

FHM BILLBOARD CAMPAIGN: LONG COPY

The way long copy should be. At least according to the boys.

Art directed by Adrian Chan, Ashidiz Ghazali & Eric Yeo. Co-written with Troy Lim.

OUTDOOR

KINKY

LINGERIE

SWIMWEAR

.

360 DIGITAL

AN IDEA FOR AN ANDROID PHONE

Objective: To showcase the Augmented Reality (AR) platform enabled by the android phone.

Target: Youths (who are naturally curious and technologically savvy).

Solution: A campaign built around a mysterious symbol that can only be unlocked by AR.

THE INSIGNIA

TEASER / INTRIGUE PHASE

Other then the insignia, only a date, time and a website is indicated.

To increase conversation and hype on the mystique of the insignia, we seed stories by submitting amateur photos of the insignia to

•Blogs

•The local press

•STOMP

•Social networks

On the website is a countdown clock when the mystery will be revealed.

Meanwhile youth opinion leaders will receive an AR-activated DM to a by-invitation-only launch party where they will be the first to discover what the insignia is all about.

Nearing the launch date, containers bearing the insignia along with a light that beams the insignia into the sky is seen in Singapore creating even more intrigue.

On the launch day, guests (eg. celebrities, tech journalists and bloggers, etc) will attend the event where the insignia is revealed to be a glyph that activates the AR layer to allow one to see more than meets the eye.

For instance, in one of the themed containers is a seemingly empty room where one is only able to see the latest fashion superimposed on nude mannequins through the android phone.

They are also the only ones who are able to access useful information including the designers and discount coupons through the android phone.

This exhibition which is only viewable through the android phone will also be opened to the public for all to experience AR.

The mystery of the insignia as a gateway into the hidden world of AR world is also revealed on the web.

On the website, one learns how to enter a hidden dimension filled with useful information and great deals using AR on the android phone.

The website also reveals where the glyphs are so that youths can go pick up great deals and more.

At each corresponding location, one will find the glyph to activate the AR layer to reveal the hidden dimension on the android phone.

Each adshel with the glyph also simulates what one might see on the android phone for those who don't have the device yet.

If costs permits, the adshels can even have touchscreens for more realistic simulation.

DHL POSTER

How fast is DHL?

Poster art directed by Eric Yeo & Muk.

HOURGLASS

BAKER'S INN GUERILLA CAMPAIGN

Temptation, temptation.

Guerilla campaign for Baker's Inn. Art directed by Eddie Wong.

GYM

SLIMMING CENTRE

HEALTH STORE