Marriott

[THE OPPORTUNITY] For today’s individualist traveler, the generic and predictable no longer inspires. They seek experiences layered with meaning, where every detail tells a story worth retelling. Autograph Collection needed to stand apart from other luxury brands by showcasing how each property is more than a stay—it’s a stage for creating travel stories that are uniquely one’s own. [THE IDEA] We anchored our campaign on the concept of “SIGNATURE STORIES”—crafted for the Experience Collector persona who values depth, richness, and meaning in their travels. This strategy was rooted in the very DNA of Autograph Collection: each hotel is individually designed and deeply connected to the culture of its destination, offering travelers experiences that can’t be replicated anywhere else. The idea came to life through a hero brand film that followed a likeable female lead on a rich, diverse journey - seamlessly blending property and destination moments into a tapestry of good vibes and emotions. Supporting the film, we produced cut downs and static assets for each property, completing a campaign ecosystem that reinforced Autograph’s unique strengths. [WHAT I DID] Creative Director from Pitch, Creative Development, Pre-Production and Post.
 Led a nimble team from Singapore and Malaysia, conceptualising and executing a creative proposal deck for a Film and Photography driven campaign. Led the conceptualisation of the pitch strategy, big idea, deck narrative and creative executions. Also contributed as film creative, copywriter and art director. After winning the pitch, continued on as Creative Director, managing the creative development and providing project oversight, as my team of film creatives collaborated with Singapore based production and provided creative supervision for the shoots across Asia.