Great
Singapore Sale

The Great Singapore Sale is Singapore’s most beloved annual sales event. In collaboration with Lazada, a leading online shopping and selling platform, I led the design and creative direction of a campaign identity that unified various product categories while driving customer engagement on the platform. My role involved conceptualizing and executing the overall creative vision, which included designing the logo, color palette, web banners, and providing art direction for all campaign imagery — from hair and makeup to styling.

The theme was inspired by the diverse personalities of online shoppers, each reflecting the key product categories offered by Lazada. “Homeboy Harry” represented Home & Living, “Bestest BBs” for Mother & Baby, “Trendy Tiffany” for Sports & Outdoors, “Revolutionary Raj” for Electronics, and “Act Chio Amanda” for Beauty.

By bridging the gap between product and brand experience, I ensured the campaign delivered a cohesive and localized shopping experience that resonated deeply with Lazada’s audience. The result was a campaign that not only captured attention but also created an immersive and engaging brand experience, elevating the online shopping journey.