Miracle Air & Mirakuru Air — FY2020 Campaign Direction & Key Visuals
Led the end-to-end strategic and creative direction for Panasonic's FY2020 'Miracle Air' campaign, from initial positioning through to final key visual and catalogue execution. Positioned women as the primary target audience after research into their purchasing power and preference for narrative-led, non-technical messaging, and shaped the naming strategy — introducing 'Mirakuru' (the Japanese word for miracle) as a trademarkable alternative to a generic term. Defined the core proposition around helping women handle their needs so they can pursue their wants, then developed three distinct creative territories for the key visual campaign — 'Celebrating Miracles', 'Step Out' and 'Many Roles, One Life' — each pairing a tagline with a full set of lifestyle visuals and social content. Also proposed two catalogue design directions built around a 'story first, product second' structure, informed by research showing quality catalogues drive purchase intent and stronger engagement among female shoppers. Directed the concept's rollout across billboards, press ads, shopfront displays, web key visuals and catalogue collateral.
Getting Proactive — nanoe™ Social Media Strategy
Built the case for Panasonic to reposition its air conditioner social content around nanoe™ technology as the coronavirus pandemic took hold. A regional audit found Malaysia, Thailand and Vietnam's pages still running generic lifestyle content while competitors like Dettol, Sharp and Daikin had already pivoted to virus-protection messaging — so I reframed the core message around nanoe™'s globally certified, 24/7 virus-inhibition claim and mapped it to each platform's strengths: relationship-building GIFs and motiongraphs for Facebook/Instagram, 'how-to' review videos for YouTube, and B2B-toned articles for LinkedIn. Delivered as a full content plan of existing-asset reworks and new formats (carousels, quizzes, AR filters, timelapse and candid-style video) with copy, mockups and a production timeline for each.
Residential Air Conditioners 2020/2021 — NZ Catalogue
Wrote and designed Panasonic New Zealand's 44-page 2020/2021 Residential Air Conditioners catalogue, translating dense R&D data into a consumer-facing story. Structured the narrative around nanoe™ X's hydroxyl-radical air purification technology — its virus, bacteria, mould, allergen and pollen inhibition test results — before moving through Comfort Cloud app connectivity, smart voice control, ECO+A.I. inverter efficiency, AEROWINGS airflow design and installation/servicing features, closing with a full technical spec line-up across wall-mounted, floor console and multi-split units.
Fresh Air — Complete Air Solutions Campaign Strategy
Developed a three-phase COVID-era campaign strategy positioning Panasonic's air conditioning, purification and ventilation systems as essential 'Fresh Air Solutions' for SME businesses reopening after lockdown. Phase one seeded the importance of indoor air quality through unbranded third-party and KOL content before shifting to Panasonic-branded sharing; phase two rolled out segment-specific content — targeted web banners, testimonials, webinars, articles and infographics — tailored separately for restaurants, SOHO offices, hotels, gyms and clinics; phase three set up the launch of the new 20X nanoe™ technology for 2020/2021. Mapped audience channels, tone of voice and content formats across the full funnel to move each business segment from awareness to purchase consideration.
Comfort Cloud App Guide — South East Asia, Europe and Oceania Edition
Designed the structure, layout and read-flow for a 145-page user guide to Panasonic's Comfort Cloud app, adapted across South East Asia, Europe and Oceania markets as part of the agency's pitch to retain the account for the following year. Organised dense, screen-by-screen instructional content — covering residential and commercial air conditioner setup, nanoe™ X activation, scheduling, energy monitoring, voice control and troubleshooting — into a consistent numbered-step system with clear section dividers, so a highly technical manual stayed easy to scan and navigate. Built as a distinct regional counterpart to the NZ catalogue, sharing the same client relationship but a separate design brief and market.
Comfort Cloud — Global Launch Video Series
Led concept, creative direction and brand management for a series of launch videos supporting the global rollout of the Panasonic Comfort Cloud app, run consistently across Panasonic Malaysia, Panasonic HVAC Global, Panasonic Australia and Panasonic New Zealand as a single global-scale release. Oversaw the videos through production and delivery as project manager, covering both the residential and business-owner use cases alongside setup and voice-control walkthroughs, so the app's core value was communicated the same way across every market it launched in.
Panasonic Washing Machine — Product Launch Videos
Handled storyboarding, strategy and project management for a pair of product launch videos for Panasonic's washing machine range — one spotlighting the Water Bazooka feature powered by TD Inverter technology, the other introducing the top-load washing machine line and its washing performance improvements. Planned the shot-by-shot narrative structure and coordinated the production through to delivery.
Green Ambience Changer Flex — Website & Film
Managed brand direction, strategy and project delivery for the Green Ambience Changer Flex microsite, built end-to-end in-house across Concept, Technology, Application, Case Studies and Operational Services pages for Panasonic's outdoor mist-cooling system. Also storyboarded and filmed the concept introduction video embedded on the site, explaining how the ultra-fine 'Silky Fine Mist' technology lowers outdoor temperatures without the wet feeling of conventional misting systems. Every page of the site was built by the team.
Healthy Everyday — Panasonic PRIME+ EDITION Campaign
Led branding, strategy and advertisement for the 'Healthy Everyday' campaign supporting Panasonic's PRIME+ EDITION refrigerator range, and managed the project from start to finish. Covered the range's core technology story — nanoe™X air purification and the PRIME FRESH preservation system — alongside the Bottom Freezer Design model's everyday health positioning. The video series has drawn over 3 million combined views.
UEM Edgenta Hari Raya Video 2021 (English)
Wrote the script, storyboarded and filmed UEM Edgenta's 2021 Hari Raya festive video, and managed the project through to delivery. Produced to mark the Hari Raya Aidilfitri season, the video reflects the company's festive brand voice for its stakeholders and wider community.
Document Management Tasmania — Website Rebuild
A ground-up rebuild of the company's digital footprint — a major upgrade from the outgoing site, built to be more interactive and functional for both external visitors and internal teams. Built solo from architecture through front-end development, with final polish from the in-house design lead. Clients and colleagues praised the redesign for both its presentation and its everyday usability.
Document Management Tasmania — Brand Guidelines 2026
Wrote and designed the complete 2026 DMTas brand guidelines from the ground up, start to finish. Established the master brand system — the logo, its usage rules, colour palette and typography — then built three distinct divisional identity systems for the Hardware, Digitisation and Visual Branding teams, each with its own palette, typeface pairing, business card, letterhead, uniform, branding elements and email signature, all governed by consistent typographic and usage rules across every touchpoint.