Weber Shandwick

As Lead Creative Designer at Weber Shandwick, I collaborated closely with strategy, client, and production teams to shape the creative and art direction for both internal and external brand campaigns. My work spanned major clients including ExxonMobil, Esso, Aviva, Tinder, Fossil, and Netflix, where I helped translate strategic objectives into compelling visual storytelling that resonated across diverse audiences and platforms.

A highlight of my tenure was the development of ExxonMobil’s internal communication mascots — Walter, Lu, and El — a trio of animated characters designed to make complex corporate information more approachable and relatable. From concept to completion, I led the creative vision: developing character personalities, guiding illustration and animation direction, and overseeing production quality. These mascots became key storytelling tools across internal campaigns, fostering employee engagement, accessibility, and empowerment within the organization.

In addition to internal campaigns, I played a central role in external-facing creative work, including Esso Singapore’s 25th Anniversary video campaign. I contributed to the creative concept and visual direction, ensuring the final asset captured both the brand’s legacy and its forward-looking optimism. My work spanned across storyboarding, design supervision, and motion direction, collaborating with editors and animators to deliver a cohesive visual narrative that reflected Esso’s heritage in a modern, compelling way.

In parallel, I supported campaigns for Aviva, Tinder, Fossil, and Netflix, where I applied similar principles of design leadership — aligning global brand direction with regional sensibilities. From playful digital activations to cinematic social visuals, these projects reinforced my ability to adapt creative strategy to varied brand voices and audience expectations.

I also focused on building scalable creative systems, including toolkits, templates, and brand guidelines to ensure design consistency and efficiency across teams and markets. This systematic approach strengthened campaign cohesion while allowing room for creative flexibility and local adaptation.

Working within a multidisciplinary environment, I partnered with account managers, copywriters, animators, and client stakeholders to maintain a shared creative vision from ideation to final delivery. Whether developing internal mascots or shaping multinational campaigns, my goal was to ensure that design elevated communication — making it more human, expressive, and connected.

At Weber Shandwick, I helped bridge the gap between corporate storytelling and creative artistry, leading projects that proved creativity can bring warmth, clarity, and meaning to even the most structured global brands.