Using digital-first humour and motion-led design to increase telco engagement by 200%
Client
Giga
Year
2020
Using Humor and Motion Design to Boost Telco Engagement
At Protocol, I developed award-winning visual concepts for Giga, a telco brand seeking to stand out in a competitive digital market. My focus was on creating environment-inspired concept art and styleframes that translated brand values—speed, flexibility, and connectivity—into playful, character-driven illustrations. I collaborated with motion designers and copywriters to ensure a cohesive campaign look across digital and social platforms, positioning Giga as bold, distinctive, and approachable. The campaign’s visuals contributed to brand recognition and industry recognition, with my work earning an award for creative excellence. This project highlights my ability to merge storytelling with design fundamentals, and demonstrates how illustration can enhance brand identity and marketing impact.
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A high-impact campaign to differentiate Giga in a crowded telco space and communicate its new plan during COVID lockdowns, where audiences were overwhelmed by competing digital noise.
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Created digital layouts, motion storyboards, and key campaign visuals using glitch-inspired typography, distorted graphics, and fast-cut pacing; collaborated closely with animators, copy, and strategy to ensure cohesion across Instagram, TikTok, and Facebook.
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A mobile-optimised social campaign that increased engagement by over 200%, sparked high organic sharing through KOL rollout, and won Silver for Excellence in Social Media Marketing, positioning Giga as a standout MVNO brand in Southeast Asia.
Turning customer pain points into brand momentum
During the 2020 circuit breaker, our team at Protocol launched the viral #DitchYourGlitch campaign to introduce giga’s new mobile plan. The campaign spanned teaser posts, motion graphics, and digital activations. Within weeks, giga’s social engagement grew by over 200%, and the campaign won Silver for Excellence in Social Media Marketing at the Marketing Excellence Awards.
Instead of focusing on product features, we spotlighted the universal pain of bad mobile plans. Working with planners and copy, we shaped a campaign around a single insight: when data drops, so does sanity. The #DitchYourGlitch campaign became an exaggerated, self-aware callout of the problem — one users could immediately relate to and celebrate leaving behind.
We created a visual language that embraced distortion, glitch typography, and high-contrast palettes designed to punch through high-velocity feeds. I developed key visuals, social layouts, and storyboarded motion sequences that extended across Instagram, Facebook, and TikTok. Working closely with animators, we tuned pacing and transitions to ensure elements landed clearly on mobile and communicated within split seconds.
Our rollout leaned heavily on organic mechanics. Cryptic teaser imagery and visual interruptions created curiosity before the reveal. Paid social was supported by targeted influencer and community sharing, helping momentum build without relying solely on media spend. Within weeks, the campaign drove a 200% lift in engagement and helped cement giga as one of the most talked-about MVNOs in the nation.
A bold visual identity built for scrolling thumbs
Award-winning results and lasting brand impact
The campaign went on to win Silver for Excellence in Social Media Marketing and was shortlisted for Brand Awareness at the Marketing Excellence Awards. More importantly, it proved that digital-native humour, smart motion design, and platform-specific thinking could turn attention into measurable traction — even in a lockdown environment.
Beyond campaigns: Social Media Retainer Work
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Social post promoting Giga's Lunar New Year Deals
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Spotify Wrapped Trendsjacking
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Old school arcade themed post — for nostalgia!
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Model kit themed social post for Youth Day
From Screens to Print: Seamless Brand Storytelling
I also designed a series of print ads for Lianhe Zaobao, Singapore’s largest Chinese-language newspaper. These ads needed to balance brand clarity with cultural nuance, appealing to a wide and diverse readership. I translated the brand’s core messaging into visuals that were bold yet accessible, ensuring high visibility within the crowded print landscape. This work demonstrates my ability to adapt digital-first campaigns into traditional media formats while maintaining consistency, impact, and audience engagement across channels
Counting Down Deals, One Square at a Time
For Christmas, I designed a playful and festive Instagram grid that doubled as an advent calendar of deals for Giga. Each post revealed a new offer, building anticipation and keeping followers engaged throughout the holiday season. The challenge was to balance visual consistency across the grid while still giving each square its own festive flair. By combining strong brand colours with seasonal motifs, I created a cohesive campaign that felt both on-brand and celebratory, successfully driving attention and interaction during a peak retail period.