Lane Ito

Transforming event merch into wearable pride for developers

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

Solution:
A new fashion label called CODE;

Outcome:
Clients loved the idea. They started with a limited run of tees. 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. Client presentation.

Turning caring alone into caring together

*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:
Becoming a carer is rarely planned. Many people suddenly find themselves caring for a loved one with little training or support, while still managing their own lives. And unlike doctors or nurses, carers often feel invisible, isolated, and alone.

Strategic Idea:
We created Carerhood. An online community where carers could find practical advice, share experiences, and support one another. The platform was designed to connect carers through relatable content and peer-to-peer conversations across YouTube, Instagram, and Facebook.

Outcome:
Carerhood continues to grow as a support network for carers around the world. And the name and tagline, “For carers, by carers” resonated so much that GSK trademarked them.

Positioning Microsoft as a trusted partner to small businesses

*Finalist, MARKies Awards 2019

Challenge:
Microsoft wanted to connect with small and medium-sized businesses. But many SMB owners see global tech companies as distant and difficult to relate to. And we knew taking the usual approach of leading with product features would only reinforce that perception.

Strategic Idea:
We flipped the B2B script and focused on what matters to SMB owners: people. For them, success is about making life better for their customers, teams, and communities. That insight sparked Business for Better, a campaign celebrating SMBs who use tech to create positive impact.

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. Client presentation. Scriptwriting. Voiceover direction.

Turning cloud migration into an eBook worth reading

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:
Creative concept development. Copywriting.

A hype reel for fintech’s biggest stage

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:
Creative concept development. Copywriting. Scriptwriting.

Bringing SAP’s “Run Better” story to life through video.

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:
Creative Concept development. Scriptwriting. Voiceover direction.

Making gym awkwardness impossible to ignore

Challenge:
Salus Life offers holistic personal training in a warm and comfortable environment. The problem? Hardly anyone heard of them.

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:
Creative concept development. Copywriting.