An Art Director aspiring to come up with advertising campaigns that’ll make people wish they thought of the idea first. Everyday rummaging through annoying advertising campaigns, harnessing my grievances to create better works.

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An Art Director in Singapore, aspiring to come up with advertising campaigns that’ll make people wish they thought of the idea first. Everyday rummaging through annoying advertising campaigns, harnessing my grievances to create better works.



︎︎︎ Email
︎︎︎ Instagram
︎︎︎ LinkedIn
︎︎︎ Resume

Good Times, Your Way


Client: Heineken
Agency: Edelman
ECD: Sotomayor Omar
Art Director: Hasif Ismail
Copywriter: Xavier Tan
Strategy: Nisha Sivanandan


An activation pitch for Heineken’s 150th Anniversary Party.


The Ask: Heineken’s 150th anniversary to be celebrated through a local top spin idea that’s uniquely Singaporean.
- Create a meaningful good times event
- Vibe with Gen Zs and keep with the Gen Ys
- Iconic + Premium


Idea 1


Audience Truth: Gen Zs have their own idea of Good Times.
Brand Truth: Heineken believes life tastes better with an open mind.
Cultural Truth: Almost everyone makes limiting and cliche assumptions about Gen Z.

What if Heineken creates a space that lets Gen Z make their own Good Times?

From WeWork to WeParty

Heineken x WeWork

Heineken gives you the space to enjoy Good Times with your own co-party.








Why would they care?
Singaporeans love their co-working spaces and we flip it to become a co-party space.

Why would they go there?
Heineken gives Gen Z (and Y) a way to enjoy Good Times with their closest, in a surprising way and welcomes their unique Singaporean Twist to it.

Why would they share?
For the first time ever, a brand has given Gen Z (and Y) a chance to create their own Good Time. Each location has a different theme and a chance to co-party with KOLs.



Idea 2


Audience Truth: Tiktok is Gen Z’s Good Times place.
Brand Truth: Heineken believes life tastes better with an open mind.
Cultural Truth: It’s easier for Gen Zs to find Good Times online than in real life.

What if Heineken creates a first-of-it’s-kind good times experience that is 100% designed #fyp.

Imagine a venue that is entirely equipted with everything Tiktok and social media, allowing anyone who attends the space to create any content to their heart’s desire. 





© 2023