Market: Singapore

Category: Interior design

Roles/tools: Creative brief, comms planning, copywriting

Some of my proudest moments have come from the basics of planning – taking a business problem, turning it into a brief and working with creative teams to answer the problem with a great idea, expressed well.

Livspace wanted to break into the crowded Singapore interior design industry. With a tight timeline I interviewed a number of recent renovators and identified the key pain points in the brief for our creative team.

A planner's job doesn't end at the brief. In this case, during creative development the idea that became this campaign was good, but wasn't quite 'there'. I wrote a first draft to show the potential of connecting popular genres of movies/TV with renovation pain points which led to the team (and client) getting on board with the overall concept.