01. about
Hello there! My name is Ade, and I'm on a mission to dissolve all the colour in my head.
I'm the dancing, music-making, and artsy-fartsy enthusiast who also happens to possess a curiosity for solving complex puzzles, turning nothing into something, and weaving captivating stories with only a couple of threads.
But don't let my diverse range of hobbies distract you. I'm a multi-disciplinary consultant with a unique blend of business acumen and creative wizardry. My journey through the world of hobbies has led me to explore a myriad of industries, from the cutting-edge realm of Web 3 to the welcoming embrace of hospitality and the thrilling domain of live commerce.
My toolkit includes everything from business strategy, product management, marketing to creative direction & production. There's no one-size-fits-all approach in my world, and I relish the opportunity to help clients uncover innovative answers and to craft custom solutions that are as unique as your business needs.
Welcome to my world of bespoke consulting – where creativity and business acumen dance hand in hand.
click below to find out more about my experiences
0.2 endeavors
a series of work things i've done that make me seem legit
H I S O
A Web 3 project
This was a moment for all of us. we remember getting goosebumps from seeing the transition of Awan (HK actor) who was playing Hiro, into an animated character. this was a tangible representation of what we had intended to do to create a physical experience that would traverse into the metaverse.
Creative Director & Marketing Lead
creative direction of shoots, production of trailers, and creation of IP value
lore writing
brand & campaign building
product development & strategy
event management
creation of pitch decks
wardrobe
partners we worked with:
HISO has went through numerous reiterations of finding its identity, and as the creative director, i helped to establish HISO's position as a IP through creation of its narrative and making. Being a creative that has been inspired by the fellow creators around me, i understood that for a successful IP to take place would mean rallying the community around us and to give back to it, creating a thriving ecosystem. My focus was on creating an immersive experience that allowed our audience to feel involved, and to be part of the metaverse we built for them. While we've overheard the term 'metaverse' and witnessed countless failed attempts from big corporates who has tried to establish them, i was certain that the formula to this was the lack of the physical connection and relationship before
''Hiso is a NFT project centring around an IP backed by a robust ecosystem of utility. With its pillars being supported by corporate partnerships that has been built the past two years, HiSo drives to become the main activation partner of the Web 3 space. Hiso’s founding project group involves talents from both web 2.0 and web 3.0 segments such as fund management, social fi, events management, digital marketing, web 3.0 and tech developers. ''
THE PROCESS
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ART
We wanted a name that was iconic, yet easy to remember. - and that's how Hiro was born (or hero).
We collaborated with Atmos Japan and drew inspiration from numerous old anime references, leading us to choose a Japanese name for our protagonist. Instead of going with the typical action-packed narratives commonly seen in the web 3 space, we aimed to infuse an element of love into our story. Working with Superpixel was really exciting because they managed to capture Hiro's essence in a way that matched my vision perfectly.
THE WORLDS & THE LORE
Hiro possessed the extraordinary ability to traverse multiple worlds. Collaborating closely with the art director, we crafted three distinct environments: descendent, modern, and dystopian, each symbolizing different timelines. It was imperative for the world designs to possess a timeless quality, transcending their specific eras and resonating with individuals across various time periods. The theme of 'traversing between worlds' was a central element of Hiro's story, reflecting a broader concept – the innate capacity of every individual to imagine and harness their unique qualities. It also encapsulated the significance of every connection forged whenever we crossed into someone else's world.
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DESCENDENT
MODERN
DYSTOPIAN
working with xctuality to animate and simulate the different worlds and metaverses
on set filming Dystopian in Singapore at a random back alley
designer pieces by Serina Lee
MAKING OF TRAILER
From it's initial ideas of Hiro, to the environment of the different worlds, one of its final touches to ensure that the trailer was immersive was also its costumes. After countless nights of asking around and connecting with independent fashion designers, I managed to pull together multiple sets of costumes that went well. (I always loved fashion anyway!) Special thanks to MIRL and Design Orchard for making this possible. A huge appreciation to NotBros for producing and staging this trailer with me, and their crew for the filming and editing of this video.
Designers/ Labels:
Ther Yang
Serina Lee
Esh by Esther
Syne
B-nary
As Intended
Atmos Japan
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models at HISO x Atmos Japan
idea moodboard for dystopian female
New Dawn collection
BTS in Japan, featuring New Dawn on model for Dystopian
HISO x ATMOS in Japan
We found ourselves in the office brainstorming creative ways to boost traction using the trip to Japan. At one point, we even jokingly considered the idea of bringing a bunch of pugs and monkeys to the Atmos store (we had a good laugh about it), thinking it would make a hilarious headliner and give us something to talk about.
Of course, we didn't go through with it; that would have probably cost us our jobs! Instead, I saw the Japan trip as an opportunity to maximize our efforts and shine a spotlight on the themes of 'Hiso.' I didn't want to go to Japan just to do one event, it would have been a waste. I quickly did some research and put together the next set of materials I wanted to make for Hiso's marketing campaign. This meant producing a variety of marketing materials that could resonate with audiences worldwide, and Japan was the perfect backdrop for the descendent world. TeamLab in Japan also captured a type of 'ethereal dream' that was perfect for the backdrop of Hiso. We geared up, packed our designer costumes from Japan, and set out to bring our storyboards to life.
For the modern theme, I worked on styling the models using clothes from Atmos Japan's upcoming season.
NFT ASIA
HISO presented NFT ASIA: Crossing Worlds, Singapore's first metaverse festival at Scape Youth Park. There, we managed to connect a bigger Web 2 audience to educate them on how they could particiapte as regular audiences, and to steer our presale buyers
Public Relations Intern
social media management
coordination of activities across 10+ offices in the APAC region
PR & in-house messaging
copywriting, creation, production & editing of collateral
brands worked on:
This internship was a real impactful one! - considering the challenging circumstances we faced amidst the COVID-19 pandemic. Shortly after my arrival, my hiring manager departed, thrusting myself and another intern into the role of reporting directly to the APAC PR director, who had just taken the reins. Simultaneously, the entire PR team had undergone a significant rotation, creating a unique environment where we had to collaborate closely to overcome various challenges.
This experience presented invaluable learning opportunities, requiring us to step into roles we never thought we'd fill, such as crafting internal key messages for HEINEKEN's new Purpose & Values. We actively contributed our ideas to strengthen HEINEKEN's corporate branding and took full ownership of these initiatives. One particular highlight for me was producing a farewell video for Ping, which deeply touched the hearts of many colleagues. (and mine!) Filming and editing her video shed light on the strength of our internal community and the vital role of PR in fostering employee camaraderie while bolstering our spirits.
PING's farewell video
interviewing head of innovation & design, cameron
(real fun guy)
HEINEKEN 0.0 commercial
video series BOOST - a PR effort
(many tears were shed while i filmed this)
Internal congratulatory video
some stuff on HEINEKEN's social media
Public Relations & Social Intern
product development & strategy
creative direction
brand strategy
creator partnerships management
content creation & design
clients serviced:
I was so honored to clinch one of my first few internships at Ogilvy. In my free time I used to look up advertisements on Youtube, and always loved the work that the agency produced. Here, i learned the know-hows of PR - crunching pitch decks (and it was here i learnt how quality pitch decks truly looked like), media monitoring reports daily, translating articles, sending out pitch notes to media. I also managed the content creation and social media postings of Gillman Barracks. All this, under the guidance of my very inspiring and helpful supervisors and colleagues. They truly taught me what taking full ownership of your work meant.
When i had the opportunity to, I jumped at taking up other sorts of job scopes. I followed Claudio, our creative head to shoots, and also got the chance to spin out a couple articles under The A List, which was an initiative started by National Arts Council. I took a double major in arts cultural management, and was often researching on the local arts scene so this was exciting.
Advisory & Head of Marketing
advisory (strategy, sales, marketing) leading to sell out of collection
ideation and execution of marketing campaign that drove twitter from 0 to 100k followers
management of social media (discord, twitter)
event organisation (Singapore, New York) 100 curated VIPS of Web 2, Web 3 influencers, VCs and crypto partners from personal contacts
led team in content creation, copywriting and all marketing assets
Highlight reel of event organised in Singapore
Bubblehouse is a full-suite loyalty provider delivering increased retention through unique brand-focused solutions.
Bubbleworld, by Bubblehouse is a curated set of NFT Collections involving treasured creators such as Purple Guy (1.1M), Buddy Gators (585k), Syndikatz (834k), Brooke Monk (2.1M), Rachel Brockman (2.3M), with investors from Soma Capital,SV Angel, Steve Aoki, Post Malone, David Guetta and more.
Anton, partnerships at Bubblehouse reached out to me on my DMs, and I quickly grew a rapport with him and the other members at the Bubblehouse team.A quick connection and rapport grew between us, and I found myself building strong relationships with the rest of the Bubblehouse team. Initially, I was brought in to provide consultancy on our marketing direction. However, as our collaboration progressed seamlessly, the team decided to take a more hands-on approach. I was entrusted with the task of leading a task force responsible for executing our marketing strategy. Additionally, I played the role of an advisor to a team still navigating the uncharted waters of Web 3.
As one of the most impactful projects I've every done, there were many firsts.
For starters, it marked my inaugural trip to the Big Apple, all thanks to NFT NYC (and Bubbleworld even treated me to a first-class flight!). It was an experience that left an indelible mark on me. It was also the first instance where I mustered the confidence to take on a leading advisory role for a multi-million-dollar project. As we delved deep into the project, I adopted a sophisticated branding approach for Bubbleworld, employing black and gold elements to create a premium membership vibe. When assessing our target audience, we set our sights on the more affluent traders of Web 3, given our collection's strong ties to influential artists and major VC players, not to mention a roster of celebrity investors.
For the main crowd, I wanted to create a type of engagement on Twitter that would cause a lot of commotion, and came up with a multi-week treasure campaign. We purchased a bunch of Ledgers, put several NFTs in them, and strew them across different countries, with the help of our partners. Then, we created social media hype through support of our partners and the mystery of the treasure hunt incentivised people to share more about the campaign. While keeping tight-lip on what we had to offer, we managed to keep most of the audience interested, but in suspense. We managed to grow our twitter follower count from 0 to 100k within 6 weeks.
For our broader audience, my goal was to generate substantial engagement on Twitter that would truly make waves. I hatched the idea of a multi-week treasure campaign. We acquired a bunch of Ledgers, loaded them up with NFTs, and scattered them across various countries with the assistance of our partners. Subsequently, we created social media buzz with the support of our partners, leveraging the intrigue of a treasure hunt to encourage sharing about our campaign. While still being quite tight lipped about our project, we managed to keep our audience engaged but still in suspense. We managed to grow our twitter follower count from 0 to 100k within 6 weeks.
The final ledger was hidden in Singapore, my home turf. With my team, I led the planning and execution of an exclusive dinner party, housing 100 VIP guests at a secret location. We even hosted a Q&A session with our counterparts from the United States, during which we unveiled the intricate details of our project.
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Collaterals created for marketing campaign
TikTok commerce product & marketing manager
2023 Jan - Aug
product development & strategy
creative direction
brand strategy
creator partnerships management
content creation & design, copywriting
deck building
clients serviced
At the beginning of 2023, I was introduced through word-of-mouth to a client's ambitious e-commerce venture. The challenge was to build a comprehensive multi-channel network of influencers, primarily using platforms like TikTok for live streaming, to drive conversions for a brand that was starting from scratch. As the leader of the creative direction, I played a pivotal role in developing a fresh, youthful brand identity distinct from its education and construction counterparts. This branding was essential in attracting live streamers to collaborate with our brand.
A significant portion of my efforts was dedicated to mastering the technical intricacies of TikTok's live streaming commerce platform. This involved understanding its operational nuances, navigating the whitelisting process, and managing interactions with our client's customers. These complexities fostered a close working relationship with the TikTok team and enabled us to hold seminars at their office, enticing new streamers to join our multi-channel network.
Working closely with merchants, we strategized various promotional campaigns to optimize profits and achieve maximum sales. My role necessitated extensive interaction with a network of creators, merchants, and intermediaries, demanding adaptability in on-the-ground problem-solving.
In essence, I assumed full ownership of driving the success of this brand-new product, taking it from inception to a fully operational system.
some early iterations and explorations of the logo, executed by HYFang
Chocolate Origin PR event with 987FM
copywriting and design done for LETS TOK at Singapore Food Festival
ShopwithAngeline livestream at Chocolate Origin
copywriting and design done for LETS TOK at Singapore Food Festival
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Singapore Food Festival
event management
content creation
design of collateral
stakeholder management
emceeing
project management
running of Tiktok commerce operations
content co
I was brought in just three weeks before this year's Singapore Food Festival to set up 'LETs Tok,' the brand I was representing, as the livestreaming partner. Additionally, we provided support to our client, Chocolate Origin, and CACAOCat who had their booths in the premium Chefs Arena as well as in the main area.
During the festival, we secured TikTok's support and partnered with various merchants to ensure the success of 'Creator's Night.' Our efforts led to the engagement of over 100 creators and an oversubscription of signups. The key to our success was a well-crafted strategy that catered to the diverse needs of stakeholders, including merchants, creators, live streamers, and our brand, effectively balancing their interests throughout the event. This approach expanded our reach and enabled us to conduct daily livestreams over a two-week period, driving traction and sales conversion for our merchant partners.
Furthermore, we spontaneously collaborated with multiple merchants on-site, actively participating in content creation as a goodwill gesture. My responsibilities encompassed organizing 'Creator's Night,' content creation for different merchants, devising outreach strategies, expanding our creator network, and ensuring seamless coordination throughout the event while managing stakeholder management.
Some snippets of the BTS during SFF, with our live guests such as Bernard Tan, Robert Kwok, Benjaming Heng and more!
Special shout out to all merchants and chefs for feeding me <3
Some of the spontaneous content me and my intern did after making friends with the merchants at SFF
#ownership #freefood
Business Development & Brand Marketing Strategy
social media management
mapping and research reports on web 3 landscape
partnerships & influencer KOL management outreach
improving product experience
business development & strategy
projects worked on:
In the wild world of Web 3, Twitter has become the new LinkedIn, believe it or not. I got to know my future boss when we connected on my DMs. After an exchange about current market sentiments, she broached the idea - how about doubling up and working at Binance while I was already juggling my other Web 3 projects?
Now, I can't spill all the beans on my Binance adventures since most of it's hush-hush stuff but I found myself thrust into a fast-paced and demanding role that allowed me to represent Binance directly while interacting with several KOLs across the industry. I also managed to get to meet the team for the first time in the flesh after months of remote working, when I secured several meetings with the my KOL contacts i had connected with during the course of my work.
Amidst brainstorming sessions on loyalty programs, I also delved deep into the company's marketplace, identifying opportunities to enhance the user experience. The overarching goal was to increase traction and make it easier for our partners to embrace our platform, reducing any resistance to adoption.
0.3 passion projects
