In January 2024, my art director partner and I participated in the 2024 NexGen creative competition. Given only 48 hours, we were tasked to create a campaign for K-Fresh Korean Produce. A Singapore-based brand that offers a wide range of Korean products that needed help appealing to Singaporeans.

We created Mashisseoyo (Korean for delicious) + Shiok! (Singaporean expression for delicious) = Mashi-Shiok! An exciting new way of cooking local Singaporean comfort food with a Korean twist using K-Fresh ingredients.

The campaign won us the silver prize which qualified us to compete in Spikes Asia and Cannes Young Lions 2024.

See the full presentation here: https://bit.ly/4eABwYJ