Lifebuoy Diagnosticker transforms a simple bar of soap into a life-saving tool, empowering caregivers in rural Indonesia to detect early fevers and access medical care. Addressing one of the highest child mortality rates in the world, this innovation combines a thermosensitive, reusable thermometer with Lifebuoy’s packaging and a QR code that connects users to free telehealth consultations. It bridges the gap between inaccessible healthcare and timely intervention, enabling parents to act quickly and effectively against common childhood illnesses.
To launch Diagnosticker, Lifebuoy partnered with Halodoc and Bandung Health Polytechnic, reaching 200,000 people in 12 West Java villages. A nationwide media campaign amplified awareness, securing 177 media mentions and engaging 335.8 million people across Indonesia and APAC. The program distributed 50,000 soap packs, educated communities on fever detection, and facilitated over 300,000 free doctor consultations.
The impact has been transformative: 2.5 million lives improved in West Java, 12.5x word-of-mouth amplification, and strengthened trust in Lifebuoy as a health partner. By embedding healthcare into daily life, Lifebuoy Diagnosticker redefines public health access, empowering families to protect their children and fostering a proactive health culture.
Selected Awards
The Drum Awards Festival 2024 | Gold - Social Purpose: Healthcare and Pharma
PR Awards Asia Pacific 2024 | Gold - Cause-Related -Public Awareness | Gold - Public Education
Parents can struggle to keep their kids entertained...and while movies or smartphone games can keep children busy, parents prefer activities that encourage children's creative development and motor skills.
We couldn’t compete with the established 3D toy industry, so instead, we hacked it.
Alongside HP, we created a game-changing innovation: we hacked the iconic LEGO toy to reignite the joy of printing. Introducing HP INKmaginary Toys—together, parents and children can now download, print, and attach interactive enhancements to your LEGO bricks. HP INKmaginary Tory transformed ordinary playtime into a world of endless imagination.
Selected Awards
MAD STARS 2023 | Grand Prix - Print Stars | Gold - Strategy Stars | Gold - Design Stars
New York Festivals Advertising Awards 2023 | Gold - Brand Design (Direct Mail Marketing) |
Spikes APAC 2023 | Bronze - Brand Experience and Activation
The One Show 2023 | Merit - Direct Marketing - Physical
PR Awards 2023 (Southeast Asia) | Bronze - Best PR Campaign: Electronics & Gadgets
This global campaign tackled the stigma surrounding hepatitis, a key barrier preventing people from seeking life-saving testing. Known as the silent killer, hepatitis often remains undetected until it causes severe liver damage. Despite increased access to testing and treatment, many hesitate to get screened for fear of being judged or labeled as engaging in risky behaviors. While certain groups face higher risks, the truth is anyone can contract hepatitis, and early testing is critical for effective treatment.
To challenge these misconceptions, Roche launched a thought-provoking campaign with the message "Everyone Deserves to Get Tested." A social experiment film featuring eight brave strangers questioned societal biases, while key visuals of real patients from China, Pakistan, Thailand, and Vietnam gave the disease a human face. The campaign sought to transform testing from a disempowering act into an empowering step toward better health.
The campaign debuted across APAC and Africa on World Hepatitis Day (July 28) and continues to expand globally. By addressing stigma head-on, this initiative fosters greater awareness and encourages testing, making a significant step toward normalizing hepatitis screening worldwide.
Selected Awards
MARKies Awards 2020 | Gold - Most Effective Use - Consumer Insights and Market Research | Silver - Most Effective Use - Launch / Re-Launch
Loyalty and Engagement Awards 2020 | Gold - Best Engagement Strategy – Specific Audience | Silver - Best Use of Integrated Media
Credits
Client: Singtel | Agency: GOODSTUPH
Account Director: Cindy Goh
Associate Creative Director: Jeth Heng
Senior Art Director: Lee Sinyee
Copywriter: Adam Kerr
Senior Digital Strategist: Linette Tan
Digital Strategist: Lim Jie Le
Production House: Little Red Ants
Entrapped by memories of a decade lost to them, two ex-lovers cross paths once again in their later years. And all it takes is a tiny, serendipitous moment for the sparks to fly once again.
Official Selection - Independent Film Awards London 2021
Official Selection - Stockholm City Film Festival 2020
Official Selection - Viddsee Juree Awards Singapore 2019
2018
Short Film, 17 min, 2.35:1, HD, Colour
Shot on location in Yilan, Taiwan
Director: Jeth Heng
Client: Singtel | Agency: Serious Media
Head, Serious Studios - Jeth Heng
Creative Producer - Olivia Lie
Account Director: Stanley Chan
Production House: SherFilms
Two young sisters run away from trouble at home to build a cardboard house together. However, reality soon catches up with them and threatens to put an end to their escapade.
World Premiere | Official Selection - Tribeca Film Festival 2018
Official Selection - Busan International Short Film Festival 2018
Official Selection - 22nd Rhode Island International Film Festival
Best Camera Work - National Youth Film Awards 2017
2018
Short Film, 11 min 23 sec, 2.35:1, DCP, Colour
Shot on location in Singapore
Director: Judith Tong
Director of Photography: Jeth Heng
The School of Art, Design and Media offers an integrated approach by merging six specialisations into two pathways, allowing their students to develop into multifaceted creatives.
We wanted to feature this synergy by presenting what everyday life looks like in the school with a visual treatment that speaks to the context of both pathways. This is illustrated in the naturalistic approach for the Design Art track where inspiration is often found in the everyday and primary coloured landscape dominating the Media Art scenes, speaking to how their mediums are derived by additive mixing.
Client: Nanyang Technological University, School of Art, Design and Media
Executive Producer & Director of Photography: Jeth Heng
Director: Joel Lee
Framed as vignettes of different ways to interpret social mobility; Between The Lines slices through nationality, ethnicity and economic prowess to undercover lived realities of what it means to move in society to different individuals.
Co-Executive Producer: Jeth Heng
Directors: Adar Ng, Dave Lim, Woong Soak Teng
Client: LASALLE | Agency: GOODSTUPH
Production Company: Serious Studios
Head of Production & Director: Jeth Heng
Producer: Jeremiah Tan
Account Director: Siok Xin Ng
Social Strategist: Michelle Racho
Senior Copywriter: Adam Kerr
Art Director: Jason Yong
The Singapore Tourism Awards celebrates the stars of the tourism industry and recognises the recipients’ significant contributions in creating meaningful and outstanding experiences.
We wanted to celebrate these achievements by featuring the awardees in their element and telling personal stories of what inspires them and how they continue to push the envelope.
Client: Singapore Tourism Board | Agency: Freeman
Production House: Semicolon
Executive Producer & Director of Photography: Jeth Heng
Director: Joel Lee
Producer: Adar Ng
A young Chinese immigrant arrives at his company's apartment only to find a woman already residing there. Scammed and stranded abroad without shelter or resources, the woman opens up her heart and home to the helpless man.
Overall Best Film (Student Category) - ciNE65 IV Short Film Competition 2017
2017
Short Film, 3 min, 2.35:1, HD, Colour
Shot on location in Singapore
Director: Jeth Heng
A celebration of the rojak nature of Singapore Christmas made even more diverse with the home cooks from the class of 2020.
This showcase of relatable screw ups in the kitchen played to the tune of “12 Days of Christmas” remains us that it doesn’t matter because merrything goes this Christmas with Bosch.
Client: Bosch | Agency: GOODSTUPH
Production: Serious Studios
Head of Production & Director: Jeth Heng
Producer: Jeremiah Tan
Account Director: Siok Xin Ng
Associate Creative Director: George Widodo
Social Strategist: Desiree Ng
Art Director: Gabriella Adytanthio
Copywriter Kenneth Wong
A Girl revisits a train station from her past in order to reconcile with memories of her parents' breakup.
Official Selection, Out of Competition - Viddsee Juree Awards Singapore 2019
Screened at Kaohsiung Film Archive 2019
2018
Short Film, 10 min 21 sec, 16:9, HD, Colour
Shot on location in Yilan, Taiwan
Director: Lou Mei Jun
Director of Photography: Jeth Heng
Building off our insight of how more pet owners are wanting to provide their beloved pets with human-like products and experiences, we allow our pets to adopt human-like personas in a form of a trailer video featuring a compilation of the beautiful slow motion shots of our pets with quirky descriptions that all humans can relate to.
Head of Content: Jeth Heng
Creative Director: Mark Ong
Creative Group Head: Janice Lin
Copywriter: Issa Mauricio
Account Director: Siok Xin Ng
Digital Strategist: Nicolene Tan
Co-Director: Mark Ong, Jeth Heng
Creative Producer & Director of Photography: Jeth Heng
In celebration of being the champions of the Premier League 20/21, we created an interactive AR filter for all Man City fans around the world. This project was done in partnership with TECHNO Mobile, where we incorporated their latest phone model into the design of the filter.
Client: Manchester City F.C. | Agency: The Smalls
Head of Production APAC: Jeth Heng
Account Director: James Lupton
Tech Developer: Start Something Studios
In a hygiene survey conducted by Bosch, we found that 2 out of 3 Singaporeans now pay more attention to the role home appliances play in maintaining personal hygiene. The series features 3 very different professionals, where we catch a glimpse of the cleaning routines.
Client: Bosch | Agency: GOODSTUPH
Head of Content: Jeth Heng
Creative Director: Mark Ong
Art Director: Melissa Ho, Gabriella Adytanthio
Copywriter Kenneth Wong
Account Director: Siok Xin Ng
Digital Strategist: Cheryl Tham
Creative Producer & Director: Jeth Heng
Production Manager: Adar Ng
Director of Photography: Hanshen
Prop Master: Shelley Chan
Colourist: Eugene Seah
Post-production: Seeds Motion
"Kabukicho" pays homage to the 2014 Japanese film "Kabukicho Love Hotel." The music video features characters from the evocative film, and reimagines some of its most memorable scenes weaved together with Adia's (the musician) own personal stories.
2019
Music Video, 4 min 30 sec, 16:9, HD, Colour
Shot on Location in Singapore
Creative Producer & Director of Photography: Jeth Heng
If modern cuisine champions the refinement of technique and creativity, then traditional cuisine has been at the forefront of this movement from the very beginning - everything made from scratch and ingredients often sourced locally. Sounds familiar?
We sought to present heritage food in the prestige it deserves and celebrate the unique culture it represents.
Client: Bosch | Agency: GOODSTUPH
Production: The Hummingbird Co.
Director & Director of Photography: Jeth Heng
Editor: Lauren Teo
Art Director: Vincent Lau
Digital Strategist: Teo Chin Yen
A portrait is a simple still image, but there are stories behind each one that most of us do not get to see. A portrait of mum looks at the relationship between a mother and daughter, the tensions that are born out of love, kinship and aspiration.
2019
Short Film, 3 min, 16:9, HD, Colour
Shot on location in Singapore
Executive Producer & Director of Photography: Jeth Heng
Director: Joel Lee
Christmas can be a little different in Singapore and this grandma has decided to make it her own this year, showing us that we can all have our own unique take for this festive holiday.
Client: Bosch | Agency: GOODSTUPH
Executive Producer, Director & Director of Photography: Jeth Heng
Producer: Adar Ng
Client: Singtel | Agency: GOODSTUPH
Head of Content: Jeth Heng
Senior Copywriter: Issa Mauricio
Senior Art Director: Lee Sin Yee
Junior Art Director: Sam Jiang
Digital Strategist: Seraphyn See
Director & Director of Photography: Jeth Heng
Assistant Producer: Rachelle Tan
Prop Master: Nigel Soh
Offline Editor: Issa Mauricio
Online Editor: David Tan, Issa Mauricio
Colourist: Eugene Seah
Music Composition: Fuse Adventures in Audio
Client: Hewlett-Packard | Agency: GOODSTUPH
Executive Producer & Director of Photography: Jeth Heng
Director: Joel Lee
Producer: BX Woo
Post-Production: Semicolon
Copywriter: Kenneth Wong
Digital Strategist: Antonia Tan
Junior Digital Strategist: Justin Collera
More than just a question of whether you have been fed, the phrase carries a message imbued with care and love. This series aims to decode the hidden messages behind these three words and help people understand the things left unsaid by our loved ones, to encourage people to reconnect with their family over homecooked dinners.
Client: Bosch | Agency: GOODSTUPH
Executive Producer & Director of Photography: Jeth Heng
Director: Joel Lee
Art Director: Vincent Lau
Digital Strategist: Teo Chin Yen
Ingressive Portals seek to expand the corridor space of the Media Art Nexus by transporting commuters to places that are hidden or that no longer exist, creating an ephemeral ingress during their brief moment in the space.
On permanent exhibition at the Media Art Nexus, Nanyang Technology University
