Showreel &
Selected Works
Asyraf, also known as Ash, is a junior art director
that delves into visual design, motion graphics
and design research.
His practice in design 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.
(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.
