DOMINIC SOHSINGAPOREART DIRECTION / BRANDING / CONTENT
2022 -> 2026Network:  

 

1


SOJAO x Dirtydoodies — Heavyweight Tee Launch, 2026

Art Direction · Stop Motion · Campaign

Brief: Launch SOJAO’s first heavyweight tee, a collaboration with local illustrator Dirtydoodies built around one question: where do we go when we sleep?

Idea: SOJAO makes the bed and Dirtydoodies brings the dreams. The launch had to make her drawn dream world feel real.

Direction: I built her illustrated house as a miniature physical set and shot Lauren in stop motion inside it, with her own voice narrating the story behind the collaboration. I styled the set and shot the stop motion sequences and campaign stills, so the illustration moved from paper into a tangible, surreal world.

Output: Launch film, campaign stills, in-store VM, social and website assets.

Result:
  1. Launch Film
  2. Campaign Stills
  3. Miniature Set: Behind the Scenes
  4. In-Store VM
  5. Social & Web


2


SOJAO — Pinstripe Towels Launch, 2026

Art Direction · Campaign · Film

Brief: SOJAO’s first playful product, a pinstripe take on its organic cotton towels, needed a launch that felt fun without losing the brand’s luxury positioning.

Idea: "Bath time as a performance”: movement and rhythm in place of static product shots, set in a real bathhouse.

Direction: I led concept, casting and art direction for the stills and campaign film, shot on location at Capybara Bathing. I worked with movement director Reece to choreograph the dancers, keeping the styling, colour and framing restrained so the playfulness read as considered, not cheap.

Output: Campaign stills, a hero film and cut-downs for paid social.

Result: Sold through 30% of launch stock in 4 weeks · 62,000 views · The brand’s top-performing launch for the product category.
  1. Campaign Stills
  2. Campaign Film

3


Bandai Namco — Bonus Level Manila, 2025

Key Visual · Illustration · Event Identity

Brief: For the first-ever Bonus Level, Bandai Namco Entertainment Asia’s push into Southeast Asia, starting in the Philippines, connect the event’s launch game titles to Manila’s culture.

Idea: “Bandai’s icons, riding through Manila”: global characters made local.

Direction: I created an original illustrated key visual that puts the featured game characters on a Manila tricycle, a daily icon of the city, framed by patterns drawn from indigenous Filipino tribal tattoos. I then built that KV into a system for the event, carrying it across social, on-site and staff touchpoints.

Output: Illustrated KV, on-site digital banners, staff tees, IG story assets, the Pac-Man x Jollibee asset and the event recap reel.

Result: KV concept reused for future editions & other SEA markets.
  1. Key Visual
  2. Event Touchpoints
  3. Pac-Man x Jollibee
  4. Recap Reel

4

My Wedding — Identity System, 2025

Visual Identity · Stationery · Art Direction

Brief: Build a brand that holds two heritages, Peranakan and Filipino, so that neither one dominates and the whole still feels cohesive.

Idea: “Two heritages, one quiet language”: shared restraint instead of a loud mix of motifs.

Direction: I created the identity across colour, type and florals, using a restrained palette so each culture’s richness came through in the details rather than in clashing pattern. The florals carried the story, with sampaguita for the Philippines and orchids for Singapore. I art directed the pre-wedding shoot with photographer Zac Tan to extend the same language into photography.

Output: E-invitation and RSVP, print stationery, menus and place cards, the solemnisation layout, and Filipino, Peranakan and traditional Peranakan wedding sets.

Result: one system across 10+ touchpoints · Assets from our wedding reused by vendors in their own portfolios

  1. Identity & Palette
  2. Stationery Suite
  3. Florals & Details
  4. Pre-Wedding Shoot