Lane Ito

Challenge:
Our clients were looking for a few swag ideas for their developer events. They suggested the usual coffee mugs and mouse pads, but we had another idea in mind.

Solution:
A new fashion label called: CODE; that could live beyond the events and become part of culture.

Outcome:
Clients loved the idea. They started with a limited run of t-shirts. But the pandemic happened. In-person events came to a halt. And plans to expand the fashion line were put on hold.

My Role:
Concept development. Copywriting. Presentation.

*Gold, Titan Health Awards 2024, Marketing Campaign - Patient Engagement
*Gold, Content Marketing Awards 2024, Best Content Marketing Program in Healthcare
* Gold, w3 Awards 2023, Mobile Apps & Sites - Health & Wellness
* Bronze, Marketing Excellence Awards 2023, Excellence in Personalisation Marketing

Challenge:
Being a carer isn’t easy. Many are thrown into the role with little training or support, all while juggling their own lives. Unlike doctors or nurses, carers often feel invisible. That’s where GSK asked us to step in.

Idea:
We created Carerhood. An online community for carers to find relatable advice, share experiences, and feel less alone. The mobile platform was launched across YouTube, Instagram, and Facebook.

Outcome:
Carerhood continues to grow as a lifeline for carers worldwide. And the name and tagline, “For carers, by carers”? They were loved so much by our clients that GSK trademarked them.

*Finalist, MARKies Awards 2019

Challenge:
Microsoft wanted to connect with small businesses. But that’s easier said than done, since many SMBs feel tech giants like Microsoft can’t relate to them. And we knew using the traditional approach of speaking tech to them was just going to fall on deaf ears.

Solution:
We flipped the B2B script and focused on what matters to SMB owners: people. For them, success is making life better for their customers, teams, and communities. That insight sparked Business for Better.

Outcome:
What was supposed to be just a one-off tribute video in New Zealand expanded into a campaign across 10 APAC markets, translated into 5 languages, and evolved into a full ecosystem of events and webinars.

My Role:
Concept development. Copywriting. Presentation. Scriptwriting. Voiceover direction.

Migrating to the cloud can seem daunting. But with Microsoft’s guidance, it doesn’t have to be. And this e-book shows how simple it can be.

My Role:
Concept development. Copywriting.

Money20/20 is the world’s largest FinTech event. As a five-star sponsor, Mastercard saw this as an opportunity to showcase its vision of a “life without boundaries.”

So we created this hype reel to bring it to life.

My Role:
Concept development. Copywriting. Scriptwriting.

SAP helps businesses run better. As the lead writer on this account, I was constantly tasked to bring this proposition to life.

The videos I created have set the stage for global events like Art of the Possible roadshow & SAP for Utilities conference. While telling SAP's story to the outside world, I also got to work on some fun internal projects such as the Pay It Forward initiative which promoted collaboration and sharing amongst the sales team.

My Role:
Concept development. Scriptwriting. Voiceover direction.

Challenge:
Salus Life offers holistic personal training in a warm and comfortable environment. But hardly anyone heard of them. So how did we change that?

Solution:
Playing on the awkwardness of personal space invasion, we introduced Mr. Awkward—a character symbolising big-box gyms—who roamed the neighborhood getting uncomfortably close to locals while spreading awareness for Salus Life.

Outcome:
Mr. Awkward became the talk of the town while putting Salus Life on the map as a welcome alternative to fitness chains.

My Role:
Concept development. Copywriting.

Brand manifestos are one of my favorite exercises as a writer. It’s an opportunity to paint a blank canvas with words and create a North Star for a campaign.

Here are some of the many manifestos I’ve penned down.