The Hardest Interview: Talking to People who INTIMIDATE You

hi! my name is athena. everything that i do is driven by my passion for people. i’m a firm believer in the best gifts being an awesome conversation, and i really

REALLY love to hype up the people i work with. c’mon, here’s some of them:

Cannes 2022: SharkWaves

SWIM WITH THE BIG ONES.

It’s a no-brainer – going to the gym? I make sure to plug in. AirPods in, I need my personal soundtrack. Hype anthems, fast rap, energetic techno. All my friends make sure to plug in, too.

Except one friend. Because he is partially deaf, and listening to music isn’t so simple.

So we created SharkWaves – wearable tech, blending haptic technology and music to make working out even more accessible.

Awards: Cannes Future Lions, The Crowbar Awards 2022.

Music is universal.

These kids can sing.

But so what? Who’s going to hear them?


Their favourite artistes, that’s who. Together with Universal Music Singapore and local thrift stores, we created a campaign featuring covers by young Singaporeans – and plugged them into social media channels where the original singers could see them. Artiste collaborators included Halsey, LANY, Keshi and Billie Eilish.

PEOPLE ARE STARVING.

WHAT CAN YOUNG PEOPLE DO

IN JUST ONE HOUR?

Within an hour, we raised one thousand and twenty five dollars, exceeding our goal.

STOCK THE FRIDGES.

The 1 HOUR campaign was born out of a question I had: Can young people make a difference?

Cliché, I know. But that was the truth. How many young people – still in school – can donate around five thousand dollars to a charity or philanthropic organisations on a regular basis?

Yet, each and every contribution matters – and taking the opportunity to cultivate an attitude of giving is essential. So, I created a campaign format that was accessible to youth, encouraging them to get on board initiatives with a large heart and suitable donation, proportionate to their part-time allowance or income.

Food for All Singapore, one of Singapore’s leading organisations addressing food shortage and insecurity across the nation, partnered with me to commemorate World Food Day via a special social media campaign, with the aim of encouraging youth to donate what they could, given a cause.

Donation amounts could range between $1, to $60 between 8:30pm to 9:30pm. Armed with a concept for collaterals, I let the campaign go live. Within an hour, we exceeded our goal.

What’s an unknown brand doing on the front of national newspapers?

We wanted to bring Traditional Chinese Medicine (TCM) on the front page of Life! in the Straits Times. But at the time, Serene Skinlab didn’t know how.

Conceptualised PR and social campaigns for earned media in major news outlets and high profile collaborators for a small, local skincare brand.

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