SURGE is a creative campaign done as part of the Vogue Talent Prize 2025 Finalist round, portraying the newest range of bags from Charles & Keith under a youthful brief. In under 3 weeks, the campaign was executed through collaborations with local creatives and designers, achieving high engagement in Instagram with over 20,000 views and 350+ saves across social posts.
YEAR
2026
ROLE
Creative Director
Photographer
Stylist
SERVICES
Brand Campaign
Inspired by Singapore's architecture, where nature is engineered to exist, SURGE reimagines a future where it outgrows constraints — a metaphor to youths paving the way in the new era.
How do I shift the corporate impression of the bag to fit youth markets?
Inspired by Singapore's architecture, where nature is engineered to exist, SURGE reimagines a future where it outgrows constraints — a metaphor to youths paving the way in the new era.
How do I shift the corporate impression of the bag to fit youth markets?
The bag gives off a corporate first impression through its neutral color range and silhouette
Youths want a way to style the bag beyond working environments, more adapted to their personality and age
The bag gives off a corporate first impression through its neutral color range and silhouette
Youths want a way to style the bag beyond working environments, more adapted to their personality and age
By contrasting the neutral bags with colorful yet soft hues in the styling as well as casting a young model who embodies a fresh look, the bags were staged in an angle that enhanced the sophisticated nature of the accessory without erasing its versatility.
By contrasting the neutral bags with colorful yet soft hues in the styling as well as casting a young model who embodies a fresh look, the bags were staged in an angle that enhanced the sophisticated nature of the accessory without erasing its versatility.
SURGE is a creative campaign done as part of the Vogue Talent Prize 2025 Finalist round, portraying the newest range of bags from Charles & Keith under a youthful brief. In under 3 weeks, the campaign was executed through collaborations with local creatives and designers, achieving high engagement in Instagram with over 20,000 views and 350+ saves across social posts.
YEAR
2026
ROLE
Creative Director
Photographer
Stylist
SERVICES
Brand Campaign
Inspired by Singapore's architecture, where nature is engineered to exist, SURGE reimagines a future where it outgrows constraints — a metaphor to youths paving the way in the new era.
How do I shift the corporate impression of the bag to fit youth markets?
Inspired by Singapore's architecture, where nature is engineered to exist, SURGE reimagines a future where it outgrows constraints — a metaphor to youths paving the way in the new era.
How do I shift the corporate impression of the bag to fit youth markets?
The bag gives off a corporate first impression through its neutral color range and silhouette
Youths want a way to style the bag beyond working environments, more adapted to their personality and age
The bag gives off a corporate first impression through its neutral color range and silhouette
Youths want a way to style the bag beyond working environments, more adapted to their personality and age
By contrasting the neutral bags with colorful yet soft hues in the styling as well as casting a young model who embodies a fresh look, the bags were staged in an angle that enhanced the sophisticated nature of the accessory without erasing its versatility.
By contrasting the neutral bags with colorful yet soft hues in the styling as well as casting a young model who embodies a fresh look, the bags were staged in an angle that enhanced the sophisticated nature of the accessory without erasing its versatility.
SURGE is a creative campaign done as part of the Vogue Talent Prize 2025 Finalist round, portraying the newest range of bags from Charles & Keith under a youthful brief. In under 3 weeks, the campaign was executed through collaborations with local creatives and designers, achieving high engagement in Instagram with over 20,000 views and 350+ saves across social posts.
YEAR
2026
ROLE
Creative Director
Photographer
Stylist
SERVICES
Brand Campaign
Inspired by Singapore's architecture, where nature is engineered to exist, SURGE reimagines a future where it outgrows constraints — a metaphor to youths paving the way in the new era.
How do I shift the corporate impression of the bag to fit youth markets?
Inspired by Singapore's architecture, where nature is engineered to exist, SURGE reimagines a future where it outgrows constraints — a metaphor to youths paving the way in the new era.
How do I shift the corporate impression of the bag to fit youth markets?
The bag gives off a corporate first impression through its neutral color range and silhouette
Youths want a way to style the bag beyond working environments, more adapted to their personality and age
The bag gives off a corporate first impression through its neutral color range and silhouette
Youths want a way to style the bag beyond working environments, more adapted to their personality and age
By contrasting the neutral bags with colorful yet soft hues in the styling as well as casting a young model who embodies a fresh look, the bags were staged in an angle that enhanced the sophisticated nature of the accessory without erasing its versatility.
By contrasting the neutral bags with colorful yet soft hues in the styling as well as casting a young model who embodies a fresh look, the bags were staged in an angle that enhanced the sophisticated nature of the accessory without erasing its versatility.