Every morning, Thais share images of flowers with greetings of optimism and well wishes with each other in the color of the day.
As Creative Director at MAL Singapore we created the first bespoke Apple campaign for Thailand.
“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.
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.
Hello Monday. Shot on iPhone Xs
AIS Central World video wall + digital screens
Hello Tuesday. Shot on iPhone Xs
Hello Wednesday. Shot on iPhone Xs
Hello Thursday. Shot on iPhone Xs
Hello Friday. Shot on iPhone Xs
Hello Saturday. Shot on iPhone Xs
Hello Sunday. Shot on iPhone Xs
Retail
Genius' t-shirts
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
Weekly sessions to demonstrate how to take vibrant photos with the iPhone + photowalks influenced by the color of the day