Showreel &
Selected Works
Asyraf is a visual designer exploring motion and design research. His work lives in that space between what is and what if—reimagining everyday ideas and pushing them into something more speculative. The aim is to challenge perspectives, spark curiosity, and start conversations that linger beyond the screen. At its core, his practice is about creating work that doesn’t just look good, but makes people pause, think, and feel something.
(2025)
KFC
Art Direction
Chickens live by their own rules, they do not perform or pretend. They eat when they are hungry,
rest when they are tired and start their day with a good scream. They do not overthink or at least
care about what others think. Being chicken means being yourself; real, messy, unfiltered, unbothered.
It banishes the bland and reclaims the the comfort we crave, the modern day philospohy of
unfiltered comfort. A rallying cluck to stop performing, start living and stay gloriously unbothered.
We make KFC an affordable everyday brand through the most chicken-est way gen z’s show agreement
or measuring worth. No performative hype like “slay” or “fire”, just a grounded NOD. A micro-affirmation
that says,“yeah, that HITS just right.”
Watch the full value film here.
.
Be More Chicken
Art Direction
Chickens live by their own rules, they do not perform or pretend. They eat when they are hungry,
rest when they are tired and start their day with a good scream. They do not overthink or at least
care about what others think. Being chicken means being yourself; real, messy, unfiltered, unbothered.
It banishes the bland and reclaims the the comfort we crave, the modern day philospohy of
unfiltered comfort. A rallying cluck to stop performing, start living and stay gloriously unbothered.
We make KFC an affordable everyday brand through the most chicken-est way gen z’s show agreement
or measuring worth. No performative hype like “slay” or “fire”, just a grounded NOD. A micro-affirmation
that says,“yeah, that HITS just right.”
Watch the full value film here.
.
Ministry of Digital Development and Information
Art Direction / Social Content
Singapore isn’t built in a moment. It is built across generations. From those who laid
the foundations, to those shaping what comes next. This campaign invites every
Singaporean to recognise their role in that journey, to see the connections that define us,
and the future we are creating together. From exhibition to socials, we ensure this
campaign reaches out to the people allowing them to have a glimpse of what
Singapore can be in the future.
Watch the full campaign film here.
Windows of Time
Art Direction / Social Content
Singapore isn’t built in a moment. It is built across generations. From those who laid
the foundations, to those shaping what comes next. This campaign invites every
Singaporean to recognise their role in that journey, to see the connections that define us,
and the future we are creating together. From exhibition to socials, we ensure this
campaign reaches out to the people allowing them to have a glimpse of what
Singapore can be in the future.
Watch the full campaign film here.
ZIG
Art Direction
Zig is built for how life really moves. This refers to speaking to a whole spectrum of
important life moments which showed how they have thought through it all, yet
nobody knows this. It’s time to make the role felt , not just seen by Singapore.
To become top-of-mind, Zig can’t just be known, Zig has to be needed by
showing up in vital moments and enabling every journey in life. For anyone,
to anywhere, at any time. We turn Zig into Singapore’s go-to mobility solution,
wherever you need to be in life.
For all rides of life
Art Direction
Zig is built for how life really moves. This refers to speaking to a whole spectrum of
important life moments which showed how they have thought through it all, yet
nobody knows this. It’s time to make the role felt , not just seen by Singapore.
To become top-of-mind, Zig can’t just be known, Zig has to be needed by
showing up in vital moments and enabling every journey in life. For anyone,
to anywhere, at any time. We turn Zig into Singapore’s go-to mobility solution,
wherever you need to be in life.
Castlery
Art Direction
Castlery celebrates the realities of living by creating a whole new language for our modern problems and
we called it our Living-isms. Our Living-isms are the heroes of our key visuals that helps contextualise the
situation and how Castlery plays a part in moments of Actual Living. We showcase the lived experiences
of our Living-isms, enabling people to build up a relation to them and reinforce their meaning. We focus
on the epicentre of crucial moments in Actual Living, right as chaos strikes, and show how Castlery
furniture rises to the occasion—each and every time.
Made for Actual Living
Art Direction
Castlery celebrates the realities of living by creating a whole new language for our modern problems and
we called it our Living-isms. Our Living-isms are the heroes of our key visuals that helps contextualise the
situation and how Castlery plays a part in moments of Actual Living. We showcase the lived experiences
of our Living-isms, enabling people to build up a relation to them and reinforce their meaning. We focus
on the epicentre of crucial moments in Actual Living, right as chaos strikes, and show how Castlery
furniture rises to the occasion—each and every time.
