THE WORK

THE WORK

ABOUT MY CREATIVITY

Creativity takes guts.
But guts without intent? That’s chaos dressed in flair.
Fortunately, I’ve got both.I’m an art director who doesn’t make art for art’s sake.
I craft experiences that stir people. Defy what’s expected
Sometimes scare clients.
But always mean something.Design chops are a given.
It’s my writing that makes them cut deeper.Beyond art direction, my edge is sharpened by
motion design, experiential storytelling, and creative strategy.What drives the work is simple:
to breathe bold ideas to life,
into experiences that move people,
and make brands matter.Because meaning always outlasts the first impression.

EXPERIENCE

BU AdLab / Boston, Massachusetts
Associate Creative Director / JUN 2024 – DEC 2024
Copywriter / JAN 2024 – MAY 2024Kinly / London, United Kingdom
Global Creative Marketing Intern / JUL 2024 – DEC 2024Boston University / Boston, Massachusetts
Graduate Teaching Assistant / SEP 2024 – DEC 2024
Marketing & Communications Graduate Assistant / OCT 2024 – JAN 2025McCann Worldgroup, Philippines / Taguig, Philippines
Art Director / NOV 2021 – AUG 2023
Experience Delivery Specialist / JUN 2019 – OCT 2021
(Jr. Art Director & Social Manager)DDB Philippines / Taguig, Philippines
Creatives Intern / JUL 2018 – AUG 2018McCann Worldgroup, Philippines / Taguig, Philippines
Social Management Intern / MAY 2018 - JUL 2018Ateneo Junior Marketing Association / Quezon City, Philippines
VP for Communications / APR 2018 – MAY 2019
AVP for Communications / APR 2017 – APR 2018
AVP for Public Relations / DEC 2016 - APR 2017

AWARDS

D&AD
2025 New Blood Awards / PENCIL WINNER / Xbox - Escape from Level 0

Young Shits Advertising Club
APR 2025 / SHORTLIST / Walkman - Hum Your Feelings
FEB 2025 / WINNER / The Ignorance Index
JAN 2025 / SHORTLIST / OREO - Milk Madness

RECOGNITIONS

Boston University College of Communications: COM Grad Awards
COM Global Citizen / Inaugural Awardee / DEC 2024BU AdLab
Best in Copywriting / Honoree Awardee / APR 2024

EDUCATION

Boston University
MS in Advertising / JAN 2025 / GPA: 4.0
Emerging Leaders Scholarship RecipientAteneo de Manila University
BFA in Information Design / MAY 2019
AB in Management Economics / MAY 2017

CONTACT ME

EMAIL: [email protected]
MOBILE (US): +1 857 961 7393
MOBILE (PH): +63 917 890 5530
LinkedIn / Resume



< BACK

In a world that moves too fast, finding time to game feels next to impossible.
But time is there—hidden in life’s most monotonous moments.
So we placed portals where boredom lives, so every gamer can escape from Level 0.All they have to do—is scan.

Case Video

the team

AD / Rohan Sugapong
CW / Ahalya Bahuguna



< BACK

Walkman is back.
Not to compete with streaming apps,
but to reclaim how we connect to music.70 million songs at our fingertips.
And somehow, it feels harder than ever to find one that feels right.
Today, 66% of Gen Z feel overwhelmed by infinite choices.
And half of all listeners admit they spend more time scrolling and searching
than actually listening—or feeling.Walkman changes that.
The cure to overchoice.
Now powered by AI, it doesn’t predict your mood.
It listens to it.All you have to do is

the team

AD & CW / Rohan Sugapong
Strategist / Shivangi Sethi



< BACK

CASE VIDEO COMING SOON

Book bans are rising in America. But the bigger threat? Control.
Because censorship isn’t just about what you can’t read—
it’s about who gets to decide what you’re allowed to know.But censorship is too big for one person to fight.
So we put it into something breakable.So we measured it.

and we unveiled it everywhere in the United States.

the team

AD & CW / Rohan Sugapong
Strategist / Shivangi Sethi



< BACK

Graduate Professional Project:
Global Integrated Marketing Communications Campaign • B2B Marketing

The world's biggest names in the Audio-Visual (AV) & Unified Communications (UC) Integration industry all say the same thing:

"WE INNOVATE YOUR WORKPLACE."   "WE PROVIDE BESPOKE SOLUTIONS."
"WE MAKE UNFORGETTABLE AUDIO-VISUAL EXPERIENCES."

Is that really what AV & UC Integration is all about?
WHAT WILL MAKE KINLY RISE ABOVE THE CLUTTER?

the client

Kinly is one of the world's leading AV/UC Integration companies that help organisations thrive by innovating workspaces into environments that are simple, inclusive, sustainable, morale-boosting, and conducive to collaboration.


the task

Create a creative concept for a global marketing campaign that introduces a compelling brand narrative which strengthens Kinly's brand recognition and affinity to a global audience.


the global audience

The Decision Makers of organizations in corporate and educational institutions.

corporate social responsibilities

Empower your people to work better together
and create a more sustainable tomorrow.

reducing e-waste
and carbon footprint

Kinly operates a sustainable and responsible business fit for the future. By engaging the supply chain and driving positive change, they aim to eliminate carbon emissions, reduce waste, and improve the environment– one step at a time.

creating
inclusive careers

Kinly aims to ensure that everyone has access to careers in the technology sector. With a focus on increasing awareness within our business and beyond, they are dedicated to improving representation, driving development, and creating new opportunities for all.

helping
people connect

Through their skills and expertise, Kinly is making the digital world more accessible. Kinly's people across the globe support charitable partners to improve access to education, reduce isolation, and help people connect for better social outcomes.

assessing the competition's
marketing comms

Diversified

Create the Unforgettable.

Diversified highlights itself as the company creates unforgettable audio-visual experiences.

AVI-SPL

Digitally transforming how we work, learn, and live.

AVI-SPL highlights its capability to innovate the workplace with the latest AV technology.

AVI-Systems

Integration for bold ambition.

AVI-Systems highlights its dedication to provide solutions bespoke to their clients' needs [and ambitions].

Kinly

Working Together. Everywhere.

Kinly highlights itself as an enabler of seamless collaboration between people regardless of where they are in the world.

the comms opportunity & differentiating Kinly

All of the industry leaders' marketing comms highlight what they do, but not the values they have or the emotional benefit their services bring. There is opportunity to differentiate Kinly with Kinly's CSRs and advocacies of People Well-being, Employee Morale-Boosting, Inclusivity, and Sustainability.

This being said,

Kinly is not just an innovative AV Integrator. It is an AV Integrator that cares & has heart for people and the world.

the human problem

"Investing in AV & UC Solutions is a big financial decision. How would investing in it during a time of economic downturns and tight budget constraints benefit my organization?"

the insight

When you have the heart to invest and care for people, they will have the heart to bring out the best in themselves.

the brand advantage

Kinly innovates collaborative spaces with the empowerment, motivation and well-being of their clients’ people in mind.

the strategy

Investing in AV Solutions with Kinly
ignites the heart in people to be the best they could be.

the idea

[manifesto film]

the Heart of Collaboration

The Heart in Collaboration is a manifesto film that encapsulates the essence of Kinly's global marketing campaign. It introduces the proposition that Kinly is not just a company that innovates the workplace. It is a company that provides AV solutions because it

CARES & HAS HEART FOR PEOPLE.

AV.
Too often, its importance is relegated to the background—
merely seen as a sophisticated tool,
an underappreciated accessory to the office,
an extravagant art piece for the senses,
a tailored means to an end.But it’s more than just an integrated system
of cables, speakers, and touchscreens.It’s a driving force.
A beating pulse.
It is heart.The heart that beats the heart of every organization.
The heart that brings people together.
The heart that motivates and inspires creativity.
The heart that enables us to work together—everywhere.
The heart that transforms the workplace
into a space that brings out the best in us.


Kinly. We put Heart in Collaboration. Heart in the Workplace.

[key visual]

the Heart of Collaboration

The Heart of Collaboration is a mnemonic device that signifies that any company partnered with Kinly is a workplace with heart—
a place that brings out the best in people.The Heart of Collaboration visually communicates the kind of benefits Kinly provides in various forms. It functions as:

  • A portal that literally brings people to the office.

  • A hologram that enables remote teammates to seamlessly collaborate together.

  • An aura that empowers & motivates people to bring out the best of themselves.


Why a heart?

A heart is used to symbolize two meanings in the context of this campaign:

  • Love & Care - With Kinly, investment in AV Solutions is done so out of love & care for people and the organization they belong to.

  • Passion & Drive - “They have heart.” Passion is ignited by love & care and it drives people to perform their best- in any industry.

[digital marketing | LinkedIn]

When there is Heart,

A series of 15-second dynamic LinkedIn ads that showcase the four different content pillars that highlight the benefits Kinly's AV Solutions bring. These pillars are:

Heart in Togetherness

back content

Content that highlights why AV solutions motivate people to work on-site & bring out the best in each other.

Heart in Flexibility

flexible content

Content that highlights why flexible workspaces positively affects productivity & boosts employee morale.

Heart in Staying

stay content

Content that highlights why AV solutions not only empower employees, but also win their loyalty.

Heart in Learning

education content

Content that highlights how AV solutions enrich the teaching & learning experience in educational settings.

amplifying the idea

[Glassdoor Collaboration]

the Kinly Heart Awards

In collaboration with Glassdoor, Kinly promotes the spirit of caring for people by awarding organizations that "Have a Heart". These organizations should have exceptionally boosted employee morale and nurtured employee well-being.In the interest of attracting new clients, organizations eligible for the awards are those within Kinly’s client base.Similar to the Michelin Star System, the Kinly Heart Awards is a sought badge of honor that certifies organizations that provide workspaces that not only nurture but also instrumental in building the career of their people.

[alternative marketing | microsite]

the Internet of You

Kinly’s Internet of You is a microsite that reports and recommends employee working habits that have been prevalent in the past year in various industries. This microsite utilizes the Internet of Things data present in the systems of its client base to recommend courses of action to improve employee well-being & morale.Think of it as Kinly’s version of Spotify Wrapped for Advertisers.

the team

Strategist & Creative / Rohan SugapongIn collaboration with the Kinly Global Marketing Team:
Global Brand & Digital Marketing Manager / Meghan van Zyl
Senior Global Graphic Designer / Claire Wade
CW / Aaron Cole



< BACK

With March Madness on the horizon, we couldn’t resist joining in on the fun, especially when it comes to the thrill of dunking. We’re making OREO more relevant by bringing our signature dunk to the madness & celebrating the unbeatable joy of a perfectly dunked OREO.

Because when it comes to dunking, OREO doesn’t just play the game,

the team

AD / Rohan Sugapong
CW / Carly Rose Zymet



< BACK

Integrated Marketing Communications Campaign
Strategy • Creative Direction • Art Direction • Copywriting

In light of the discontinuation of the YEEZY brand,
SOLEMUSE has big shoes to fill.

the client

In Q4 of 2024, adidas will launch its a new street fashion sneaker brand, SoleMuse. A joint project of adidas' best product design, and product engineering teams, SoleMuse is a sneaker that inspires creativity and self-expression.


the business problem

Ever since adidas has discontinued its YEEZY brand of products, there has been a big void in both the streetwear & sneaker market and adidas' product portfolio. How can SoleMuse fill that gap?


the task

Create an integrated marketing campaign for the global launch of SoleMuse.


the audience

Sneakerheads, Self-Expression Achievers,
and Frustrated Creatives

the fallibility of YEEZY & other celebrity lines.

Celebrity-collaborated fashion lines may be successful in generating hype and gaining customers, it is also as equally volatile as celebrities are fallible and easily cancellable- in an age where cancel culture is prevalent.

THERE IS BETTER OPPORTUNITY FOR A SNEAKER BRAND TO LATCH ITS REPUTATION TO A VALUE THAN TO A CELEBRITY PERSONALITY.

the human problem

"I am not creative, but I want to be. How does wearing a shoe turn me into one?"

the insight

Creativity won't manifest
if you let fear imprison it.

the brand advantage

SoleMuse is the sneaker made by creatives, for creatives to wear.

the strategy

SoleMuse empowers to take that
stride of bravery to unleash the creativity within.

the idea

There is a creative in all of us,
aching to be unleashed into the world
The only thing stopping it, is fear.
The fear of non-conformity;
keeping you from thinking out of the box
The fear of getting ostracized;
inhibiting your self-expression
The fear of failure;
stopping you from putting your soul on a blank piece of paper.Fear is the enemy of creativity.
Fearlessness is what inspires it.It takes a leap of faith to venture out of your comfort zone
A stride of fearlessness to manifest your soul into the world.


SoleMuse. Stride with Soul.

*This GIF is a Proof of Concept of the Stride with Soul Manifesto Film.

[Manifesto Film & Digital Film Series]

Stride with Soul

To mark the launch of SoleMuse, the manifesto film follows the journey of different “frustrated creative” individuals to become the creative they aspire to be. We see their hesitant attempts, struggles, and their STRIDE TOWARDS CREATIVITY.The film aims to empower its audience to take a step of fearlessness and ignite the spark of creativity within them.Complementing the manifesto film, is Stride Stories- a digital film series that focuses more on the journeys of each "frustrated creative" individual featured in the manifesto film.

[OOH]

SoleMuse Billboards & Wall Art

SoleMuse Creations

The official website of SoleMuse. SoleMuse Creations isn't just a shoe customization website, it's also a gallery that celebrates the creativity of every SoleMuse customer.This is not only a purchasing platform, it is a UGC effort that builds value between the SoleMuse brand and its consumer base.

[OOH]

SoleMuse AR

adidas takes window shopping to the next level with SoleMuse AR!These are AR-Filter digital screens in high-traffic areas where customers get virtually try different designs of SoleMuse sneakers from the SoleMuse Creations Website.

*Proof of Concept only. Not actual photo of the shoe. Image partially made through DreamStudio AI.

[UGC & KOL Effort]

A limited quarterly drop of the top 3 user-made SoleMuse sneaker designs from the SoleMuse creations website are to be mass-produced and be bought off the shelves.These top 3 designs are voted on by fans of the SoleMuse product and chosen KOLs.

[Pre-Launch KOL Effort]

SoleMuse Fit Check

KOLs and celebrities wear a pair of SoleMuse sneakers prior SoleMuse' launch event in an effort to cryptically tease the new sneaker brand and generate buzz.

Endorsers & KOLs

adidas' pool of endorsers for SoleMuse are individuals known for their craft, but have also faced moments of fear that almost got them to quit.

Le Sserafim

One of Korea's rising KPop girl groups in 2023, Le Sserafim's concept revolves around the personal and collective struggles each of their members faced, and how they fearlessly overcame them to reach their stardom now.

Taylor Swift

One of America's biggest pop stars to date, Taylor Swift has reached her success by being unapologetically herself.

Ke Huy Quan

Hollywood's biggest comeback story of 2023, Ke Huy Quan has struggled for so long as an actor. It was his will, determination, and fearlessness that got him to be the award-winning actor he is today.

*Not actual Tiktok filter. Only for visualization purposes.

[TikTok AR Try-on Filter]

SoleMuse Style Lab

A TikTok branded effect that lets users to try on a pair of SoleMuse sneakers through an AR filter and create content of themselves wearing a virtual pair of SoleMuse sneakers.

[TikTok Live-stream | UGC Effort]

SoleStream Exclusives

SoleStream is a series of live-stream events featuring partner designers using the SoleMuse Creations website to design SoleStream Exclusive pairs of sneakers.As a UGC effort, the featured designers will collaborate with the participating viewers on the stream to design three pairs of SoleMuse sneakers in each episode.To maintain exclusivity and generate hype about the sneakers designed, Viewers can purchase the design exclusively from the SoleStream episode.

*Proof of Concept featuring Tiktok sneaker influencer, @kickswithfrank.

the team

AD & CW / Rohan Sugapong
Strategist / Udita Singh
PR Specialist / Meg Lee
Digital Marketing & Social Media Specialist / Karina Fang
Digital Marketing & Social Media Specialist / Luyu Xie



< BACK

Global Integrated Marketing Communications Campaign
Strategy • Creative Direction • Art Direction • Copywriting

This isn't just a UK expansion of an another Luxury Fitness Club.
IT IS BRINGING THE DEFINITIVE HEALTHY WAY OF LIFE.

the client

Life Time Fitness is a luxury health and lifestyle fitness club that offers a personalized and scientific approach to long-term health and wellness.


the business problem

Luxury fitness is a growing market in the UK, yet it is quite saturated. With the presence of fitness clubs like David Lloyd Fitness, Third Space, and Equinox in the UK, how can Life Time Fitness differentiate itself?


the task

Create an integrated marketing campaign for the launch of the first Life Time Fitness branch in the UK.


the audience

The Affluent Families living in cosmopolitan London.

what a life time of luxury fitness should be

Luxury Fitness in the UK is neither an extravagant accessory, nor an activity confined within a place of exclusivity, nor a means to an end.

It is holistic approach to well-being that transcends physical fitness, so that people can live a life where they can be happy & healthy inside and out.
It is a healthy way of life.

the human problem

The pursuit of holistic health & fitness is overwhelming. The numerous things to take into account with so little time along with the hindrances that come with a fast-paced modern life demotivates such pursuit.

the insight

Deny it all you want, but having and being able to do everything isn’t just satisfying; it’s also motivating and uplifting.

the brand advantage

Life Time offers premium amenities, expert trainers, high-end facilities and personalized services that enables you to be healthy physically, mentally, emotionally, and socially.

the strategy

Life Time Fitness has everything that enables you to live your life healthily and happily inside and out.

the idea

*Proof of concept only.

[Launch Film & Digital Film Series]

Your Life Time

The launch film for the campaign features different people seamlessly transitioning from their daily lives into working out in Life Time, and into enjoying the different services & amenities in a Life Time Fitness Club. The film ends revealing that these different people belong to one family.To widen the reach of the film, there will also be edit-down derivatives of the film that showcase specific amenities, workouts, & services of Life Time Fitness.

To us, fitness and wellness is not a means to an end. It’s a Way of Life.At Life Time, your lifestyle is paramount.
Whether you have a knack for luxury,
a need to prioritize time with family,
or are looking for a personalized approach to health & wellness,
Life Time has you covered.We know your time is precious.
Life Time makes it easy for you to spend time in a community
while taking care of your mind and body.
With co-working spaces,
included childcare,
easy access to whole nutrition,
and bespoke spa services,
Life Time has it all under one roof.


Your Life. Your Time. All at Life Time.

[OOH | 3D Billboard]

Beyond Life

A creative and gimmicky way to promote the healthy way of life through OOH. We show the seamless transition from daily life to the kind of well-being you can enjoy with Life Time Fitness.Shown in on the 3D Billboard in Piccadilly Circus, Beyond Life will surely attract the attention of passersby in the high traffic area of Piccadilly Circus. It visually represents the tagline "Your Life. Your Time. All at Life Time." in a way that having holistic well-being, and being able to do it all at Life Time transcends your current way of life.

[Brand Collaboration]

WHOOP'd for Life Time

In the essence of digitising health & wellness, as well as promoting Life Time’s values of keeping your overall health a top priority, Life Time Fitness partners with WHOOP in promoting holistic wellness in the UK.The partnership enables Life Time patrons to have a complementary WHOOP subscription to their membership, where they can get a personalized training experience that goes with them everywhere. This partnership emphasizes Life Time's proposition that fitness goes beyond the gym.This partnership leverages the rising trend in health tracking & digitization of fitness in the UK.

[Publicity Stunt]

Tube Fitness

Tube Fitness is a guerrilla marketing stunt inside the London Tube where trained professionals work out on gym equipment, like a stationary bike or rowing machine.The stunt aims to communicate the “Your Time” aspect of the tagline.The silly nature of the stunt will surely generate buzz and attract attention leading to Life Time’s launch event. People present will record and post the stunt online, organically gaining reach for the brand.

*Proof of Concept only. Image generated through ChatGPT.

Life Time Influencers

Life Time Fitness UK's influencer's are people who embody and advocate physical and mental well-being.

@draelexgeorge

Dr. Alex George is an A&E for the NHS.

He has acquired a massive following originating from his appearance on Love Island UK S4.

An appointed Mental Health Ambassador by the UK Government, His content surrounds all aspects of wellbeing with a specific focus on Men’s Mental Health.

@coral_ pearl _

Wellness influencer who creates content on wellness, fashion, lifestyle, parenting, and health. Coral travels constantly and enjoys the pleasures in life.

Mum of two girls and is known for helping popularize the “5 am club” trend.

Coral is trusted by her many followers to promote health and wellness trends as well as her fitness routine, an animal-based diet, health gadgets, and supplements.

@ryan.libbey

Libbey is a family man and that is evident in everything he posts. His son Leo is 3 years old.

Prioritizes holistic wellness in his daily life with supporting Louise and Leo and has even co-founded a wellness app with his partner “Turtle Method”.

He is a Youtuber and Family / Wellness Influencer with a degree in Sports Biomedicine and Nutrition.

the team

Creative Director & Creative Strategist / Rohan Sugapong
PR Manager & CW / Tiahna Creo
Creative / Hanchen Wang
Creative / Xueer Yan

the client

TUSHY is an affordable and easy-to-install bidet brand that aims to bring about a world has cleaner and healthier bums after taking a No. 2!


America's Hygiene problem

Despite being a world leader in many things, America is a shit show in the toilet hygiene department. Many countries from the rest of the world -including third-world countries such as India, Pakistan, & the Philippines- have adopted the use of bidets. America, in the other hand, has yet to do so- with 71% of its population having not tried a bidet yet.Americans have so many reasons why they have not adopted the practice, as a result of misconceptions & a lack of education towards it.How do we convert the said 71% into adopting the use of bidets for bum washing?


the task

Create an experiential campaign for Tushy so that they can engage and make a relationship with their consumers.


the audience

71%ers. The American non-bidet users.

the cultural problem

In the U.S., bidets are not the norm. They are seen as a luxury, not a necessity, due to lack of education and widespread misconceptions.

the insight

People want to feel cultured because it is embarrassing to be left behind and to look inferior.

the brand advantage

TUSHY bidets are America’s affordable and convenient option for a more hygienic poop experience.

the strategy

TUSHY brings hygiene culture to America.

the idea

Experiential Campaign
Strategy • Art Direction



< BACK

When 71% of Americans have no clue about what a bidet is,
THEN YOU KNOW THAT AMERICA'S TOILET HYGIENE IS A SHIT SHOW!

Because you could be a world leader in hygiene as well.
America Catch Up is our call for the U.S. to develop better bathroom hygiene standards
to be on par with the rest of the world.

With TUSHY, Americans can experience
the refined toilet culture the world has to offer- without the need to fly out.


It's time for America to catch up.

[Brand Activation]

TUSHY Airlines

The Restroom Experience

We'll bring the world to your ass. TUSHY Airlines is a public restroom installed in high-traffic locations around Boston, New York, and San Francisco, with toilets fully equipped with TUSHY bidets. The installation gives the audience an immersive & educational restroom experience based on bidet-using countries such as Japan, Dubai & Italy.

[Brand Activation]

TUSHY Airlines

The In-Flight Entertainment

A video screen inside the TUSHY Airlines toilet installation plays a video on bidets and bidet culture to educate the user about the
TUSHY toilet installation.The video doubles as a TUSHY commercial for the user, showing them how inexpensive and how easy it is to install a TUSHY Bidet in their homes

[Brand Activation]

TUSHY Airlines

The Ass-Scanner

Users are faced with two choices on how they'll clean themselves up: with toilet paper, or with the TUSHY bidet.If TUSHY BIDET isn't used, a fake alarm plays and tells the user hat their ass isn't 100% clean, forcing them to use the bidet.

[Brand Activation]

TUSHY App

Toilet Finder App & ASSport

With the Tushy App, find the nearest TUSHY Airline Toilet, collect visa stamps from toilets you've visited, and show the world how cultured your ass is!

The ASSport is TUSHY Airlines' points program, where you can accumulate points based on your Shit Scores. The more times you use the TUSHY toilets, the more points you get.

Convert your Shit Score to discounts with the TUSHY App

Customer Journey

the team

Creative Strategist & AD / Rohan Sugapong
Strategist & CW / Tee Kiengsiri
Strategist / Kirsten Tinoco
Strategist / Shivangi Sethi
Creative / Andrew Li



< BACK

Experiential Campaign • Non-Profit
Strategy • Art Direction

AI has always been a huge technological advancement
that has significantly impacted our lives.
It is its misuse we should be wary of and fighting against.

the client

TrueMedia.org is a non-profit organization that aims to do one thing: wage war against the misuse of AI through political deepfakes.

Pornhub.com is one of the biggest pornographic websites in the world. Together with TrueMedia.org, they aim to fight the spread of non-consensual deepfake porn.


the non-consensual problem

The use of AI to generate deepfakes is largely nonconsensual & an exploitation of the technology. It is widely used to create exploitative fake pornographic materials involving celebrities, and even worse, minors.


the task

Create a campaign that will increase awareness and enact action surrounding this issue.


what are Deepfakes?

Deepfakes use a form of artificial intelligence called deep learning. They are generated by machine-learning algorithms combined with facial-mapping software, and are used to make fake events. In general, they are meant to be deceptive.

the bad AI has brought

Legislation movements to combat & protect victims.

There are 10 states currently have criminal laws against manipulated media files while Representative Ocasio-Cortez is leading the DEFIANCE Act of 2024, which would be the first federal law to protect victims of deepfake content.

this isn't enough as
YOU COULD BE A VICTIM TOO

the PornHub Opportunity

Pornhub is one of the biggest mediums for deepfake pornography,

yet it can, with the help of TrueMedia.org's technology and resources, be the biggest solution to this problem.

the cultural problem

The manipulation of video, audio, images, and text for nonconsensual explicit use is dangerously increasing as generative AI becomes more available, but people are unaware or don’t know how to respond.

the insight

People turn a blind eye to the dangers of the world because they never think it’ll happen to them until it does.

the PornHub advantage

Because Pornhub is one of the biggest mediums for this problem, it can also provide one of the biggest solutions.

the strategy

Collab of Pornhub with TrueMedia adds the shock value to convey a compelling message to counteract the growing issue of non-consensual use of deepfakes in explicit content.

the idea

the magic of parallel reality

This would be a multi-view pixel technology within PARALLEL REALITY. Audiences “consensually” have their faces scanned at the theater gate as they scan their movie passes to enter.

[digital ads]

PornHub Pop-up Ads

DeepFake ads encourage regular visitors of the PornHub website to join the fight against explicit DeepFake content by flagging and reporting said content.

[digital ads]

Deepfake Protection Tutorials

DeepFake ads that encourage regular visitors to join the fight against explicit DeepFake content.These ads incentivize visitors by a reward system.

[Browser Plug-in powered by TrueMedia]

The Explicit Flag

A browser plug-in that detects deepfake explicit content throughout the web, & prompts users to flag the detected deepfake content.The plug-in can work hand-in-hand with HubRewards for PornHub users.

the team

Strategist & Project Manager / Stephanie Tsou
Strategist / Apurva Sunder
Creative Strategist & AD / Rohan Sugapong
Strategist & AD / Katie Alzapiedi

The campaign was a project as part of the team's completion of Advertising Strategy & Consumer Insights II course in Boston University.



< BACK

Experiential Campaign
Strategy • Art Direction

“Beauty begins the moment you decide to be yourself.”
-Coco Chanel

the client

Fenty Beauty is a cosmetics brand created by Rihanna with inclusivity at the core of its brand, it launched with 40 foundation shades in 2017. Currently, it has more than 50 shades.While it is not the first cosmetics brand to include shades for people of color, it is the first to include all shades of skin tones.


the task

Create a brand activation campaign that will drive engagement and awareness, but also enable a personal connection between consumers and Fenty Beauty

what are consumers' feelings about cosmetics?
[focus group interview]

What word first came to mind for
these focus group participants when they thought of "makeup"

the human problem

Finding the makeup that suits your skin is harder than it should be. It’s an experience that alienates you from your body.

the insight

Make-up isn't a mask, but something that amplifies one's beauty and confidence as themselves.

the advantage

Fenty Beauty offers 58 shades foundation that's true to many people's skin.

the strategy

Fenty Beauty gives you the shade that’s true to you.

the idea

Makeup is supposed to be your second skin.
It isn’t a mask you hide behind.
It’s something that highlights your beauty
and amplifies your confidence.
It’s an emphasis on your true self.
YOUR True Beauty.Getting the makeup that isn’t for you...
alienates you from the beauty within your skin.
This is why finding the makeup that best suits you
is what we value here at Fenty Beauty.With our 58 different shades of foundation;
you can surely find the color that matches your beauty
and in turn, find the makeup that is meant for you
Fenty is makeup you can trust.
Fenty is FOR YOU.


Fenty4You

the team

Stephanie Tsou / Strategist & Project Manager
Ere Riestra / Strategist
Rohan Sugapong / Strategist & Copywriter
Kirsten Tinoco / Strategist & Copywriter
Talha Muhammad / Strategist



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The Ateneo Junior Marketing Association or AJMA is the premiere, and only accredited, Marketing organization of the Ateneo de Manila University. Despite its prestigious status, it was facing the problem of declining project profits, declining member recruits, and a notorious reputation of being a "party organization" instead of being a legitimate marketing organization. This in turn, put AJMA in danger of losing the university's accreditation.Through the joint collaboration of AJMA's Communications Department and its newly formed Marketing & Strategy Department, we created the Excellence Starts Here recruitment campaign.

AJMA. Excellence Starts Here.
hero film

AJMA's Identity Crisis

"Is AJMA even a big deal nowadays? I don't know if it's a legit marketing org, or it's a party org. I don't know what it really is.

the insight

The things that we have strong feelings about, whether positive or negative, are what have made us Excellent in the first place.

the brand advantage

The rigorous culture and the extensive network in AJMA brings out the excellence in its members.

the team

Rohan Sugapong | VP for Communications & Project Creative Director
Marco Millan | AVP for Communications & Project Art Director
Mireille Qua | AVP for Communications & Project Art Director
Jeminah Chong | Art Director
Erica Go | AVP for Public Relations & Project Copywriter
Gabriel Untalan | VP for Marketing Strategy
Joyce Lee | AVP for Marketing Strategy
Janelle Chua | AVP for Marketing Strategy



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Kinly, a global leader in AV integration, reaffirmed its credibility in 2024 by earning multiple accolades at the prestigious AV Awards. As part of its recognition, Kinly secured a full-page ad placement in every issue of the AV Awards Magazine throughout 2025. I had the responsibility and privilege of crafting Kinly’s print ad campaign for the year.

Mock-up Only

the team

AD / Rohan SugapongIn collaboration with the Kinly Global Marketing Team:
Global Brand & Digital Marketing Manager / Meghan van Zyl
Senior Global Graphic Designer / Claire Wade
CW / Aaron Cole



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As a marketing and design intern for Kinly, one of the tasks given to me was to revamp & create an animation template for their job vacancy ads. I was given only two instructions: (1) improve on the old job vacancy materials, (2) MAKE IT LOOK INTERESTING.

I'm not gonna lie, the open brief scared me a bit! But it all worked out well in the end.

Hologram Global Vacancy Ad

Hologram Country-Specific
Vacancy Ad

Hologram Role-Specific Vacancy Ad

[the concept]
Sci-Fi & Holograms

I had two things in mind when I thought of the concept:

(1) Job-seekers always have their notifications for job availabilities on.
(2) Kinly is a AV/UC integrator, and the most interesting way to show AV/UC integration is through the hologram calls seen in sci-fi movies such as Star Wars, Avengers, etc.

The idea to communicate these is HOLOGRAM JOB ADs.

the team

AD & Motion Designer / Rohan SugapongIn collaboration with the Kinly Global Marketing Team:
Global Brand & Digital Marketing Manager / Meghan van Zyl
Senior Global Graphic Designer / Claire Wade
CW / Aaron Cole



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Back in late 2023, Nestlé Philippines launched a new instant noodles product line: Maggi Kari. In a saturated market of instant noodles, how does Maggi Kari stand out? By communicating it as a party in your mouth that

GETS YOU KARI'D AWAY!

Get Kari'd Away | Launch Film

the team

ECD / Lisa Sioson
ACD / Ming Salcedo
CW / Kenzo Villanueva
CW / Ouel Babasa
AD / Rohan Sugapong
AD / Natasha Ringor


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Maggi Versatility

Nestlé Philippines needed to amplify its "Ang nag-mamahal, nagma-MAGGI" (Those who love cook with Maggi.) Campaign for Maggi Magic Sarap. In its amplification effort, we showed how Maggi Magic Sarap is so versatile it can enhance any Filipino dish– thus letting every Filipino express love with any Filipino Dish.

Make Every Dish Magical with Maggi 15s

YouTube 6s & Director's Mix Ads

Maggi Magic Chicken
YouTube Director's Mix

Make Every Dish Magical 6s

Maggi Magic Lumpia
YouTube Director's Mix

Magic Adobo Tiktok

Facebook PockeTVCs & TikTok/IG Reels

Magic Fish Facebook PockeTVC

the team

CD / Ronald Marcelo
ACD / Flem Añonuevo
CW / Kenzo Villanueva
CW / Ouel Babasa
AD / Rohan Sugapong



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Okada Manila 2022 Campaign Pitch

2022 is post-COVID lockdown in the Philippines.
Establishments have started easing on restrictions, and luxury hotels and casinos, like Okada Manila, has reopened its doors to the Filipino public.Okada Manila needed a new campaign with a single objective:
To shape Okada Manila’s brand image, making it the brand of choice for Filipinos and their families to create meaningful experiences worth sharing.McCann Worldgroup, Philippines pitched an idea to them: that Filipinos should live like they mean it– that they should

Live the Okada Life

Come to the only place, where life feels BIGGER.
Where ordinary, becomes the outrageous.That's the Okada life.Indulge in Outstanding delicacies at the Food hall.
Outplay the person next to you at the tables.
Outshine everyone in the Grand ballroom.
Feel Out of body experiences at The Spa.
Own the nights at The Cove, Manila.So come live like you mean it
in the only place where luck let’s you celebrate it.


Live the Okada Life.

The Okada Rings

To boldly distinguish Okada Manila from other luxury hotels and casinos in the Manila Bay area, GOLD RINGS take center stage as the campaign’s visual signature, capturing moments unique to the Okada experience and seamlessly unifying the Live the Okada Life campaign.

Omnibus OOH

Okada Moments

Okada Hotel & Casino Showcase

Product-Centric OOH

[Fountain Performances]

Overwhelm Your Senses
at The Fountain

[Night Life]

Own the Night
at The Cove

[Dining Experience]

Outstanding Delicacies
at Kappou Imamura

[Leisure]

Out of Body Experiences
at The Retreat Spa

[Hotel Accomodations]

Outdo His Love Today with a Father's Day Staycation at Okada Manila

[Placement Domination]

An Invite to the Okada Life

the team

ECD / Lisa Sioson
CD / NJ Mijares
CW / Kenzo Villanueva
AD / Rohan Sugapong
AD / Ross Panopio
Jr. AD / Miel Cruz



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Sanofi has long been a global player in diabetes care. But in APAC, the brand needed to strengthen its position in the insulin pen category.To do that, we focused on Sanofi’s most credible channel: physicians.This B2B2C campaign used e-detailers to help doctors make informed, ethical decisions around prescribing Sanofi’s insulin pen portfolio: Toujeo, Soliqua, and Apidra, three insulin pens that make life DiaBETTER altogether. The goal wasn’t just visibility, but credibility—reinforcing Sanofi’s commitment to better patient outcomes through trusted medical guidance.

The Right Pieces
Make Life Diabetter

Omnibus E-Detailer

Toujeo E-Detailer

Soliqua E-Detailer

Alternative Direction explored

Experience makes perfect

the team

ACD – Copy / Ming Salcedo
AD / Rohan Sugapong



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In the early days of the COVID-19 lockdown, Bear Brand faced a familiar challenge: how to stay relevant without a full production budget. With families stuck at home and uncertainty high, the brand needed to deliver a message that was timely, simple, and useful.The solution?
Repurpose existing assets from a Photoshop file of a storyboard of 2018 animated ad—then hand it to a first-year Junior Art Director to reimagine and animate it as a pandemic-era PSA.The result was an animated Facebook spot reminding Filipino families (and kids especially) to wash their hands properly—whether they’d been outdoors or indoors all day. No studio. No shoot. Just smart reuse, strategic messaging, and a timely dose of Tibay.International Creative’s Note: Tibay is a Filipino word that means strength and resilience. For Bear Brand, Tibay embodies the daily fortitude and vitality that every glass of our milk provides, helping you thrive every day.

Bear Brand Fortified
Stay Home, Stay Tibay Tips

the team

CD / NJ Mijares
CW / Ouel Babasa
Jr. AD / Rohan Sugapong



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In a market dominated by legacy telcos, Red Fiber needed a distinct truth to stand on.Enter Uwing-Uwi—Red Fiber’s 2023 campaign built around a uniquely Filipino phrase that captures the feeling of being so excited to go home, you can barely wait. Whether you’re stuck at work, in school, or just out for a bit, Red Fiber taps into that feeling… and gives you a reason to feel it.Because it feels good to come home.
But it feels even better to come home to fast, reliable internet.This campaign reframed Red Fiber not just as a provider, but as the reason you look forward to being home.

Uwing-uwi Key Visual & Facebook Cover Photo Mock-Up

International Audience's Transalation
Headline: We get it.
Subheadline: You can't help but get too excited if you come home to reliable 100% fiber internet!
Tagline: It's great to come home to Red Fiber.

Uwing-uwi Facebook Dynamic Ads

the team

CD / NJ Mijares
CW / Ouel Babasa
AD / Rohan Sugapong