The Psychology Graduate Who Decided to Write

Name: Nadhine Teo
Origin: Kuala Lumpur, Malaysia
Places lived/worked: Selangor, Malaysia
Pronouns: She/her

CV:

• Digital Content Lead, Kingdom Digital, Malaysia (2023 – present)
• Digital Content Writer, Kingdom Digital, Malaysia (2018 - 2023)
   

How did you end up being a creative?

I had no idea what I wanted to do besides write, so I applied for multiple openings that involved some sort of writing. This included some jobs in social media marketing. I started with an internship to gain knowledge and insight into the industry, as it was quite a shift from the Psychology field I graduated from. I managed to do some writing and ideating, but not as much as I would’ve liked in that position.

After the internship, I joined Kingdom Digital and was assigned to Shiseido Malaysia, one of my first major brands. I was intimidated as this was a well-known brand with prestige, but I was eager to learn and prove myself. I worked on a couple of campaigns for them, including an interactive video promoting the Ultimune series. Based on the choices you make in the video, the site will determine the type of strength you possess the most and give you a skincare tester based on that strength. Admittedly, I played a minor role in this conception of this campaign, but it truly showed me the possibilities of marketing and innovation. Plus, it was a lot of fun to work on! 

What's your favourite piece of work in your portfolio?  

One of my recent personal favourites is this video project we worked on for Oldtown White Coffee Malaysia. It was made to announce the start of their Jom Minum Dan Kumpul redemption campaign. Customers can submit receipts of their OTWC purchase for one of the three miniatures of OTWC classics. The variations were released one by one, creating hype and the need to collect.

One of my recent personal favourites is this video project we worked on for Oldtown White Coffee Malaysia. It was made to announce the start of their Jom Minum Dan Kumpul redemption campaign. Customers can submit receipts of their OTWC purchase for one of the three miniatures of OTWC classics. The variations were released one by one, creating hype and the need to collect.

What's your favourite piece of work created by someone else?

I’m obsessed with this local art brand, Loka Made, and try my best to keep up with its releases, collaborations, and campaigns. Ones that stick to me are its stamp rallies and Creators of Malaysia campaign.

I love the way they use art to uplift Malaysian culture and creators in such fun, interactive ways that appeal to millennials and the younger generation. It’s a fantastic way to preserve our culture and instil pride in our homeland.

Some honorary mentions I’d like to include are Niko Neko matcha for their strong design language, Dao Desserts with their Adidas collaboration, and the Crimson Cloud by Pohsin Studio in collaboration with Shiseido.

What/who are your key creative influences?

Guillermo del Toro and Hayao Miyazaki, directors and creators who present life and its lessons in such whimsical and fantastical ways.

What's on your bucket list?

To write a screenplay for an animated movie (slice of life/fantasy) or a screenplay/game script for a video game (horror/thriller).

Who’s on your dream dinner guest list (alive or dead)?

Eva Green, Lady Gaga, and Brandon Fraser. They are the first three people I thought of, and I feel it’s probably because they’d have amazing life experiences and advice.

What advice would you give to 10-year-old you, if you could?

Enjoy everything you have right now to the fullest.

What really motivates you?

Good media, whether it’s a book, music album, movie, video game, or art piece. I love ones with solid stories and narratives just beautifully woven into words, melody, or imagery. Those are the ones that make you feel the urge to create.

What’s your favorite music / film / TV show / book / other of the past year, and why?

Strange Pictures by Uketsu. I truly appreciate mixed media, and it’s fascinating whenever used in books, especially in the mystery/thriller genre. It feels like you’re going through the evidence with the characters. This book also ended a pretty long reading slump for me.

What's your guilty pleasure?

Shopping and, up till recently, blind boxes. They’re like little surprises, but take it from me, they’re only fun if you like all the possible designs. Maymei is my current go-to!

Cat person or dog person?

I prefer dogs, but only because I feel like I get rejected by cats a lot.

Analog or digital?

There is space and purpose for both, but I tend to lean analog for notes because I feel like my thoughts are better anchored with a pen or pencil. I prefer digital for art because it’s convenient (and saves me from the mess).

Any regrets?

Every time I’ve ever overthought something.

Source: Campaign Asia-Pacific, Creative Minds