• lyla h.

    CREATIVE | WRITER | CONTENT CREATOR

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  • "keep it fresh"

    WORK.

    MCI - Onward

    Brief: Even though Singapore is stepping into Phase One of its three-phased reopening, the road to recovery is still long and ridden with uncertainty. The Ministry of Communications and Information (MCI), tasked BLKJ to encourage the people of Singapore to stay strong and stay united despite the challenges ahead.


    Approach: To inspire the people, we looked no further than the people. Because the truth is whilst times may have changed, the spirit of our people has not. Whilst life may seem to be at a standstill, the people of Singapore are still stepping forward and taking our country onward.


    This is a tribute to all who are in the fight against Covid-19. And one day, when we will look back on this season, this film will remind us that yes times were indeed tough, but our people are tougher.
     

    Role: Senior Copywriter (BLKJ)


    Senior Art Director: Cindy Roselina
    Creative Director: Lester Lee & Khalid Osman

    IMDA x Facebook - Love, Translated

    Brief: In 2020, close to 85% of Singapore’s Covid-19 cases were from the migrant worker community. Over 300,000 workers were quarantined in their dorms for up to 8 months. Many Singaporeans felt deeply for the workers, but it was hard to reach out. Because the workers were locked away in faraway locations and it was hard to reach them online – especially since they didn’t speak much English.

     

    Approach: We created a WhatsApp hotline (8-1-1-0-L-O-V-E) to crowdsource messages of support, and we translated the messages into the workers’ native languages. The messages were sent daily to the workers via their official WhatsApp channels and Facebook language-based targeting.

    What started as a community initiative grew quickly into a national movement.
    And though the migrant workers remained in isolation, they knew they were
    not alone.

     

    Role: Senior Writer (BLKJ)

    Creative Director: Joji Jacob, Lester Lee, Khalid Osman
    Creative Leads: Joseph Chan, Michael Chin
    Art Director: Dalton Choo

     

    Awards:

    [Shortlist] Non-Profit/Pro- Bono/Public Service (Effie Awards Singapore 2021)
    [Shortlist] Small Budgets: Non-profit, Products, Services

    Scoot - Inflight Amusement Guide

    Brief: To educate people who do not know much about Scoot, on what it has to offer.

     

    Approach: Using a familiar format, we created a series of videos that were informative and entertaining at the same time. Using a bunch of exaggerated scenarios, we brought the LCC's point-of-difference to life, with classic Scoot sass.

     

    Role: Social team lead

    Copywriter: Anette Lok & Yeo Tze Hern
    Art Director: Tan Yue Li
    Creative Director: Lester Lee & Khalid Osman

    Scoot - Scoot is F*cking Savage

    Brief: As the most social brand in Singapore, how can Scoot maintain its sassy and fun persona while staying relevant?

    Insight: Singaporeans love to gossip.

     

    Approach: We keep our ears to the ground on the hunt for current events to trend jack.

     

    Role: Writer (BLKJ)

     

    Awards:

    [Silver] Best Use of Social & Messaging Platforms
    [Bronze] Best Use of Direct (Digital Channels)
    [Bronze] Best Use of Social Platforms
    [Bronze] Real-Time Response
    (Creative Circles Award 2018)
     
    [Silver] Excellence in Viral Marketing
    (Marketing Excellence Award)

    Scoot - See It Before The Hipsters

    Brief: Promote the lesser-known regions of Kansai to a Singaporean and Thai audience.

    Insight: We are a generation that prides discovery. Who posted about it first? Who took the photo first? Who can claim that they were there first?

     

    Approach: We turned an ad into a Wes Anderson x Edgar Wright style short film showcasing the different hipster-looking locations of Tokushima and Awaji Island with a quirky Scoot twist.

     

    Role: Writer (BLKJ)

     

    Art Director: Cindy Roselina
    Creative Director: Lester Lee & Khalid Osman

    FairPrice - Pun with FairPrice

    Brief: To engage with the younger generation and make FairPrice relevant to the next-gen shopper.

    Insight: As one of the iconic brands in Singapore, FairPrice is almost synonymous with grocery shopping in Singapore and there's no lack of mentions on social.

     

    Approach: We took the opportunity to start a 2-way conversation with our young shoppers with a refreshing voice on Twitter, with customised content and quirky copy that both entertained and built affinity.

     

    Role: Content Specialist (Havas)

     

    Award:
    [Gold] Best Idea - Consumer Insight (Markies Award 2017)
  • "do not rest on laurels"

    AWARDS.

    Creative Circles (Gong) Awards 2018

     

    Rising Star of the Year (Social)

    Creative Circles (Gong) Awards 2018

    Scoot is F*cking Savage


    Best Use of Social & Messaging Platforms - Silver

    Best Use of Direct (Digital) - Bronze

    Best Use of Social Platforms - Bronze

    Real-Time Response - Bronze

     

    Markies Awards 2017

     

    FairPrice Twitter

     

    Best Idea -

    Consumer Insights

    Gold

    Instagram Cannes 2016 Contest

     

    #WaterInMotion contest and exhibition at Festival de Cannes 2016

     

    Grand Prize Winner

    Montage 2015 Photofestival

     

    National University of Singapore Photographic Society's annual photofestival, competition section.

     

    Individual Category (Youth)

    Second Prize

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  • "do what you love"

    SIDE PROJECTS.

    Take Two (Social Media)

    January 2015 - June 2015

    Role: Social Media Manager

     

    Take Two (now M1ldl1fe) is a home-grown Indie rock/pop band formed in late 2012. They have performed in countless gigs locally and internationally.

     

    Musicians By Night (A Take Two Short Documentary)

    As part of an NUS initiative, we explored the issue of the "middle-class musician" in Singapore, documenting the story of an up-and-rising band, Take Two, as they prepare for their debut EP launch.

    • Director, Writer, Chief Editor (Final Cut Pro), Camera operator (B Roll & Second Camera)

    Montage 2014 Photo Festival (Event Planning)

    2013 - 2014

    Role: Montage Director

     

    MONTAGE Photography Festival is the annual flagship event of The Photographic Society of National University of Singapore (NUSPS). It is a series of photography events, usually comprising workshops, seminars, a competition and an exhibition section.

     

    Results:

    • News coverage/features from Okto, The Smart Local, Asian Geographic Magazine, The Ridge, 赞 Zàn (NTUC) magazine, EOS world, Clubsnap and on several blogs

    • 313 new page likes, approximately 500 participants for workshops and seminars and over a thousand submissions

    • Full Report
  • If I have seen further than others,

    it is by standing upon the shoulders of giants.

    - Isaac Newton

  • "the giants"

    EXPERIENCE.

    BLKJ

    February 2018 - Present

    Writer (Feb 2018 - Feb 2019)

    Content Lead (Mar 2019 - Oct 2019)

    Senior Writer (Oct 2019 - Present

    Socialyse (Havas Media)

    November 2015 - December 2017

    Content and Community Specialist

    • Portfolio includes: Canon Asia, Singapore Management University, Chivas Regal, The Glenlivet, Singtel, FairPrice, Absolut Elyx, NAFA
  • National University of Singapore

    August 2011 - May 2015

    Communication and New Media, Bachelor of Social Sciences (Honors) [B. Soc. Sci.]

     

    4 Year honours program specializing in Communications Management.

    • The Photographic Society of NUS - Montage Director (2013-2014)

    • NUS Faculty of Arts and Social Sciences Club - Media Team (2011-2012)

    • NUS Sociology Society - Publicity Director (2011-2012)

  • "TL;DR"

    SKILLS.

    Hobbies

    Photography

    Design

    Videography

     

    Software Proficiency

    Adobe Photoshop & Lightroom

    Adobe premiere (basic)

     

    Languages

    English

    Chinese

    (I can write memes too)

    Expertise

    Campaign ideation

    Social media

    Writing

    Content marketing

    Community management

    CMS web management

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  • "hello"

    CONTACT.