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UNDONE
UNDONE is the world’s leading custom watch brand headquartered in Hong Kong. The e- commerce business provides made-to-order services to a global audience with an array of customizable watches as well as collaboration watches (with international brands such as Warner Bros. and King Features, as well as local brands like Simple Union and independent artists).
Job scope: Revenue-centric global content strategies, content execution including copy and design across various platforms such as eDMs, social media, PR, and more.
Social Content Example
Newsletter example
Mitrade
Mitrade is a CFD trading app by Mitrade Global Pty Ltd. Its mission is to simplify trading so both professional traders and trading enthusiasts can enjoy a seamless trading experience from anywhere and at anytime.
Job scope: Conceptualisation, storyboarding, scriptwriting, voiceover
Canon Asia
To attract a younger crowd and non-camera users, we created a makeup tutorial video and taught our readers the ways to film their own makeup tutorial for their YouTube channel or Instagram page using the Canon EOS M100 camera.
Job scope: Conceptualisation, Storyboarding, Scriptwriting, Art Direction, Writing
Ready to Tour
Website revamp for tour agency specialising in private customised travel.
Job scope: UX Copywriting, Stakeholder Meetings, A/B Testing, Active Listening, Competitor Analysis, End Users Studies
Canon Asia
We encouraged our readers to discover and understand what they are best at or most interested in with an infographic, which served as a guide to help them realise their true photography passion.
Job scope: Conceptualisation, Writing
Canon Asia
We organised an Instameet between two Instagrammers to showcase the new Canon EOS 6D Mark II through a day of activities, including an encounter with a local Teochew opera troupe.
Job scope: Conceptualisation, Storyboarding, Video Shooting, Video Editing, Writing
The Macallan
We created awareness for the launch of The Macallan's annual limited edition series – Edition No. 2 – through a digital campaign with four local creators, Amanda Wong, Randall Tan, DJ Suren and Andrew Lum.
Job scope: Photography, Content Creation
Western Digital
We intrigue and educate users on the product offerings and services of Western Digital (WD) through light-hearted lifestyle content on its regional Facebook page.
Job scope: Copywriting
Thermos Singapore
We taught our readers how to create delicious and healthy vegetarian meals with a list of recipes and recommended them to cook or store their food using Thermos products.
Job scope: Writing
Thermos Singapore
We wanted to inspire our readers to pack their bags and travel to one of the five amazing destinations we recommended. Think werewolves, ancient ruins, roasted beans, and snake charmers.
Job scope: Travel Writing
CHANEL
CHANEL launched its Spring/Summer '16 collection centred around the theme of travel. To engage the media and consumers, we came up with a microsite that consisted of a registration page to their on-ground event, a product page, Instagram feed, and lookbook of the season.
Job scope: Conceptualisation, Writing
Men's Folio
We visited some of the trendiest bars in Singapore and had a taste of their best alcoholic beverages.
Job scope: Writing
Corporate Traveller Magazine
A travel article on some of the most amazing spots in London for Corporate Traveller magazine.
Job scope: Writing
Golden Village
We encouraged movie-goers to be responsible for their own rubbish and 'bin it' after their movie. We created a series of humorous videos and caught fake offenders on camera who made the common mistakes such as leaving rubbish behind or smuggling outside food to the theatre.
Job scope: Conceptualisation, Storyboarding, Scriptwriting, Art Direction, Writing
Resume
Darren started his career as a travel writer with Lonely Planet Asia and lifestyle writer with Golf Asia magazine, both titles under Regent Media.
He joined the advertising and media industry as a copywriter and has worked with clients such as Canon, Chanel, McDonald's, The Macallan, LG, Western Digital, etc.
He is currently with H&W Technology, a fintech company based in Hong Kong. Holding the position of a Digital Content Manager, he manages a team of writers, and is in charge of all marketing content including website, social media, SEO, ASO, landing pages, eDM, and digital campaigns for the app, Mitrade.
Experience
Digital Content Manager
H&W Technology (Hong Kong) Mitrade Global Pty Ltd
Mar 2019 to Present
Associate Content Producer
Xpointo Media
Sep 2015 to Sep 2018
Marketing Executive
Naumi Hotels
Nov 2014 to Aug 2015
Copywriter
Creaxis Design
Sep 2013 to Aug 2014
Lifestyle & Travel Editor
Regent Media
Aug 2010 to Aug 2013
Education
Bachelor of Arts and Social Science
National University of Singapore
2007 to 2010
Skills & Languages
Photography
Adobe Lightroom
Adobe Premier Pro
Microsoft Office
English
Chinese
Japanese
Testimonials
“Darren is a creative thinker and organized content strategist, coupled with his strong copywriting skill, makes him a valuable asset in my team. Darren is also skilled in cross cultural management and connects with people with wit. I also found Darren to be collaborative, reliable and efficient in his role. He would be an asset to any organization who’s looking for someone with great attitude and a self-starter.”
“Darren is definitely a good team player. He is very supportive of the team and is well respected by his team members for his motivational attitude.
He is also very thoughtful and creative. He always has the ability to understand our needs and translate it into an outstanding output.
For anyone who is looking for a dedicated, reliable and highly organised talent, I would definitely recommend Darren to them.”
“Darren is a great team player, especially when it comes to working on big projects such as pitches and campaigns. He is always contributing interesting ideas and sharing with the team. Darren is also very focused when working and has good time management to always complete his task timely. Besides being a exceptional copywriter, he has a talent in photography. His talent helped contribute to a lot of the work we do. And he takes this talent to the next level by doing photoshoots whenever he can, as a hobby and produce amazing results.
On the other note, Darren is full of character, fun, witty and amazing to work with as well as share your thoughts with.”
“Working with Darren has always been a treat. His ability to write content that engages and captivates the reader is truly admirable. He is able absorb the brand guide and research, to deliver exceptional work whether it’s long form content marketing to bite size social media content.
Through the years of working with him, he has taken many initiatives to step up and manage projects from end to end with great success.
Darren brings true passion to his work and photography and will always deliver work that he’s proud of. He’s a versatile asset that any company should have.”
“Darren is a star! A credit to any company he works in. A true creative at heart, not just limiting himself to writing. A rare mix of talent in this guy. I love working with Darren, not just for his brilliant writing, but also his determination to do good work and deliver above what is expected of him.
His passion has driven him into endless hours of perfecting his skills and knowledge in fashion photography and that is something I really respect him for. When he put his heart into it, he will make sure it comes out perfect. A real pleasure to work with.”
“If you are interested in Lifestyle, Entertainment or Fashion, you’d enjoy Darren’s work. He has a flair for creative writing at length as well as bite-sized content, with a quick turnaround. Aside from written work, Darren also has an eye for Photography and Videography - you can check out his work for Canon. Darren is definitely a great team-player and a pleasure to work with.”
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