Thailand - Shot on iPhone

In Thai tradition, each day of the week is represented by a specific color.

Every day, the older generation sends greetings of optimism and well wishes in the color of the day. 
The new generation does not find this online behavior appealing.
Yet Thailand is one of the most visual nations in the world and crave beautiful imagery.
So we refreshed the daily tradition through the lens of the iPhone.

To be shared by everyone.
“Sawasdee Monday” (Hello Monday) celebrates every new day with images of Thailand all shot on iPhone.
Launching on a Monday, Thai commuters were greeted with a new colorful message: “Sawasdee Monday” in Yellow, then the next morning refreshed to the new day color. “Sawasdee Tuesday” was pink. "Sawasdee Wednesday" was green.
Using Thai photographers and filmmakers, Bangkok and its surroundings had never been seen this way. And using Thai musicians brought the 7 films to life.
Hello Monday. Shot on iPhone Xs

Hello Monday Apple Homepage and new day images to share

AIS Central World video wall + digital screens
Hello Tuesday. Shot on iPhone Xs

Hello Tuesday Apple Homepage and new day images to share

Hello Wednesday. Shot on iPhone Xs

Hello Wednesday Apple Homepage and new day images to share

Hello Thursday. Shot on iPhone Xs

Hello Thursday Apple Homepage and new day images to share

Hello Friday. Shot on iPhone Xs

Hello Friday Apple Homepage and new day images to share

Hello Saturday. Shot on iPhone Xs

Hello Saturday Apple Homepage and new day images to share

Hello Sunday. Shot on iPhone Xs

Hello Sunday Apple Homepage and new day images to share

Retail
Genius' t-shirts
Retail/Today @ Apple
Weekly sessions to demonstrate how to take vibrant photos with the iPhone + photowalks influenced by the color of the day
As Creative Director at MAL Singapore the Objective was to deepen brand connection with Thai culture through the iPhone camera, and create the first bespoke Apple campaign for Thailand.

The surprising campaign got major coverage in Asian media and was viewed by millions of Thais bringing optimism and color to their day.
Role: Concept, writer, design and art.
↑Back to Top