Showreel &
Selected Works
Asyraf, also known as Ash, is a junior art director who is
here for the wild ideas and hot takes, constantly wondering what’s possible and pushing the limits of design. His practice aims to kickstart conversations and change perspectives through speculations and reimaginations; creating meaningful visual experiences.
(2026
)
Simmons
Art Direction
Sleep cannot be felt while you’re asleep. You only experience how good sleep feels when you get up. Sleep is not the destination, it’s a means to something bigger.It isn’t about the night itself, it’s about what it allows you to take on the next day. The time is ripe. Simmons has the right to disrupt the very category it has created by bringing Simmons’ Sleep Revolution. Not by solely focusing on how well you can sleep, but on everything else that happens when you get up. We bring life back to the sleep category. Shifting the conversation from how well you can sleep at night, to how good sleep can optimise your day.
Bring on the day
Art Direction
Sleep cannot be felt while you’re asleep. You only experience how good sleep feels when you get up. Sleep is not the destination, it’s a means to something bigger.It isn’t about the night itself, it’s about what it allows you to take on the next day. The time is ripe. Simmons has the right to disrupt the very category it has created by bringing Simmons’ Sleep Revolution. Not by solely focusing on how well you can sleep, but on everything else that happens when you get up. We bring life back to the sleep category. Shifting the conversation from how well you can sleep at night, to how good sleep can optimise your day.
IKEA
Editor
For April Fools’ Day, the campaign introduced a playful wearable tool designed for IKEA fans to win. Originally conceived as a tongue-in-cheek concept to celebrate the occasion, the idea quickly gained attention, with audiences expressing genuine interest in seeing the product become a reality. Recognising the unexpected demand, the team partnered closely with IKEA to bring the concept to life through a teaser giveaway post. The execution builds anticipation while showcasing how IKEA can tap into cultural moments and create playful, unexpected experiences that engage its consumers.
The Allenki
Editor
For April Fools’ Day, the campaign introduced a playful wearable tool designed for IKEA fans to win. Originally conceived as a tongue-in-cheek concept to celebrate the occasion, the idea quickly gained attention, with audiences expressing genuine interest in seeing the product become a reality. Recognising the unexpected demand, the team partnered closely with IKEA to bring the concept to life through a teaser giveaway post. The execution builds anticipation while showcasing how IKEA can tap into cultural moments and create playful, unexpected experiences that engage its consumers.
(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.
