Crashing The Party

Amazon Prime Video · We Are Social · 2022 · Role: Executive Creative Director

Built the channel from zero to 90,000 followers in under six months, pulling in over 24 million views and 500,000 interactions.

See it on Instagram.

How do you launch a streaming service late, with fewer shows, against rivals who already own the room?

Prime Video arrived in Singapore late, with a smaller library, up against platforms that already knew local viewers inside out.

We didn’t have the brand recognition to compete head on. So we leaned into local culture instead.

The idea
We matched the slightly unhinged humor Singaporeans actually love to the shows in our catalog. Movie clips and series promos became local social content, full of everyday Singapore life, slang and jokes.

A late-to-market streamer became a daily habit in people’s feeds.

What I did

  • Led the pitch team that won the Amazon business.

  • We needed traction fast, so I directed the strategy and creative around local pop culture.

  • Put the brand right in the middle of everyday conversations.

Want to talk about work like this?
Email me or find me on LinkedIn.

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