01 / Creative
The fun part.
Three acts: building the brand, taking it social, then getting off the screen. Two mascots, two websites, and more banners than one person should reasonably make, all along the way, all 100% organic, $0 in paid spend.
Choose a company
About the company
Smartly is Aquila's ISO 27001 compliance automation platform, built to make security certification clearer and less manual for growing teams. Visit smartly.rocks ↗
About the product
ReachRobin is Aquila's AI-powered multichannel sales automation product for coordinated outreach across LinkedIn, email, and WhatsApp. Visit reachrobin.com ↗
About the company
Aquila is a sustainable finance company connecting capital, technology, and practical climate action across Southeast Asia. Visit aquila.is ↗
Earlier and independent work
Selected visual, community, and campaign work from before Aquila, plus projects created outside my core company roles.
Act One
Building the brand
Two brands needed a face. Working alongside the Smartly and ReachRobin teams, I contributed to both website builds and helped design a mascot for each: Capy for Smartly, Robin for ReachRobin.
Live site
Worked with the Smartly team to build smartly.rocks from scratch: the site, the blog architecture, and the capybara living inside it.
All time, 100% organic, $0 in paid spend on the content itself. 158 pieces written by me and the team.
Inbound lead magnets I wrote & designed
Our bet: inbound would be the main lead channel for a SaaS like Smartly. People trade a work email for a genuinely useful checklist, we get a warm lead. Click any card to see it live.
Live site
Worked with the ReachRobin team to build reachrobin.com from scratch, blog and all, then grew it through content alone: no paid ads, ever.
150+ articles written by me and 179 banners live on the blog.
The face of both brands: Capy & Robin
Contributed to designing both mascots and their pose libraries, working with the Smartly and ReachRobin teams — the same characters carried through onboarding, social, and every banner.
Act Two
Taking it social
Once the brands existed, they needed to show up. I ran ReachRobin's YouTube channel as a part-time content creator, on-camera lead across 4 platforms with 172 videos planned in one quarter, directed Smartly's onboarding video library, and kept the blog fed with a banner for nearly every article.
LinkedIn carousels I've designed for ReachRobin
Sales knowledge doesn't have to be dry. I leaned into memes, pixel-art characters, and real people to make it fun, whimsical even, so the feed felt worth stopping for: 19+ carousels and counting, written and designed solo. Hover a post to preview it, click to page through the whole thing.
ReachRobin
Is AI a Friend or Foe to SDRs?
ReachRobin
Sales Qualification in 2026
ReachRobin
Sales Personalization Done Right
ReachRobin
Diagnosing Low LinkedIn Response Rate
ReachRobin
Traditional Outbound Is Dead
ReachRobin
Scale Outbound Sales in 2026 (Part 1)
ReachRobin
Scale Outbound Sales in 2026 (Part 2)
ReachRobin
LinkedIn Was Never the Issue
ReachRobin
LinkedIn vs Email Outreach in 2026
ReachRobin
LinkedIn Personalization Tips in 2026
ReachRobin
Warm Up Account for Outreach
ReachRobin
Why Quality Beats Volume
ReachRobin
B2B vs B2C Sales Touchpoints
ReachRobin
Signal-Driven Selling Culture
ReachRobin
Deal Size Changes Cadence
ReachRobin
Refresh Outreach Targeting
ReachRobin
Your ICP Has an Expiration Date
ReachRobin
When to Cut Outreach Volume
ReachRobin
Time to Conversation as a Sales KPI
179 banners. Here are the first 100.
Shorts & skits, ReachRobin's channel
54 shorts written, shot, and edited across three content pillars, posted out across YouTube, TikTok, Facebook, and Instagram: 939K+ total views, 18K+ total likes and reactions, and 660+ new followers gained across platforms. Three flavors: RobIn30s for 30-second sales fundamentals, office skits for entertainment, Sales 101 for sales & AI hot takes.
How can our employees get this FUNNY and BRAINROT?
The Game Nobody Wanted To Play
Your boss sings a song by his messages 🤣
Employees Bring Random Things to Work 🤣
Well, Laura coffee isn't that bold huh?
Hantavirus Joined Our Office
We hit quota and nobody got fired 💀
Office Prank: Calling our boss until he finds out
My Product Manager is actually a babysitter in disguise 🥸
Boss allocated $50 for ads then said "why aren't we trending like Coachella?"
LGBT - Who says the phrases more correctly and cringely?
POV: your startup has too much free time 💀
The Deadly Paper That Said "AI Can Do It Now"
You're watching a human-like minion singing
When the office gossip isn't even human 🦉
Gospel song from workers' messages
Euphoria - minus pool water but still drowning #movie #euphoria #reachrobin
Where is the document?
How to go viral with $0 marketing budget?
You're watching a minion singing contest
I admit having a gigantic beef with my Manager #reachrobin #officehumor #sales
You're watching your co-worker expressing her MINION talent
The Scariest List You'll Ever See At Work
Pranking Co-wokers with Fake Photos
To Do List ft. Beauty and a Beat
Never Forget to Save Your Working File
Knockoff Euphoria. Still ATE
AI Snitched On Us
How to relax during office break?
She Took Half Day Leave For A "Family Issue"… The Family Has 7 Members And They're All Korean 😭🎟️
Spotify Ads locking in harder than me
What is a Lead? (30s Explained)
MRR, ARR? What are these terms? (30s Explained)
What is a Prospect in Sales? (30s Explained)
What is Cold Calling? (30s Explained)
What is Conversion? (30s Explained)
Pipelines in Sales? (30s Explained)
Copilot vs. Autopilot
BANT in sales? (30s Explained)
What is MQL? (30s Explained)
What is ICP? (30s Explained)
What is SQL? (30s Explained)
What is ACV? (30s Explained)
What does LTV stand for? (30s Explained)
What is CAC? (30s Explained)
Why AI is Hiding Your Product?
Stop Using One AI for Everything
The Forrester Research That Changes How B2B Sales Actually Works (PART 1)
The biggest AI this year might by deleting features
Why AI Personalization Feels Creepy?
The $0 strategy that fixed their sales pipeline
The Forrester Research That Changes How B2B Sales Actually Works (PART 2)
What Is The Biggest AI Personalization Mistake?
Are You Using AI for the Right Part of Sales?
54 shorts total Watch more on the channel ↗
How I learned video
Zero experience, then a recap video, then a whole system
I started knowing nothing about video editing. The first things I ever cut were recap videos for Climate Hero Club (CHC), Aquila's community for climate heroes across Southeast Asia and beyond, learning Canva, CapCut, and Filmora one project at a time. That's also where I picked up AI tools for video, which I now use to turn out more polished, product-oriented ads and the shorts library below.
Recap videos for Climate Hero Club
Where the video habit started: event recaps for CHC, cut in Canva, CapCut, and Filmora.
Videos I've designed for ReachRobin
Scripted, edited, or on-camera — part of the same content system as the Shorts above.
Videos I've directed for Smartly
Product walkthroughs and onboarding tutorials, filmed and edited for the help center. Real playable previews, click to watch.
Past the videos: how ReachRobin actually works, step by step
The carousels, shorts, and videos above sell it. This is the product itself, coded by me as clickable, interactive walkthroughs instead of screen recordings, so every step is sharp and fully explorable, not just watchable. Click any step to open the live demo.
Step 1 — Intro: MCP demo in Claude
Step 1 — Campaign preview
Step 2 — Leads directory
Step 3 — Multichannel sequence
Step 4 — Approve & fine-tune messages
Step 5 — Dashboard
Step 5 — MCP in Claude Code
Step 6 — Calendar bookings
Act Three
Off the screen
The same brand-building, in a room instead of a browser: a fortune-cookie campaign across 6 coworking sites, and a rooftop book launch run start to finish.
cirCO × Smartly, the Fortune Cookie campaign
A creative activation across cirCO's coworking spaces to put Smartly's ISO 27001 credentials in front of up to 2,500 employees: 3,000+ real fortune cookies, custom-written fortunes, and QR-coded discount codes. People actually cracked them open.
Scroll to explore
Mind The Gap, book launch party
Co-organized the rooftop launch of Mind The Gap, co-authored by Stefano Pellegrino, CEO of Aquila, in Ho Chi Minh City: guest flow, the photo wall, and the buzz of a room full of people celebrating the book.
Scroll to explore
Before any of it
I've always been the visual one
Long before ReachRobin or Smartly, I was the one making the poster, the recruitment flyer, the thing that had to catch someone's eye in a group chat full of deadlines. It started scrappy: club recruiting posters and yearbook-style event recaps at Fulbright, a shop discount graphic, an Earth Hour campaign for ECO Solutions, a bakery concept board just for fun. By the time I landed at Arches Global, that same instinct turned into a full thought-leadership carousel system on LinkedIn, built to stop a scroll and still make a point. Same eye, higher stakes.
The entire old portfolio, all 24 slides
This is the deck I built back when I was still figuring out what "marketing" even meant: vision statements, club posters, Canva screenshots, all stitched together into something that looked like a career. It is a little earnest in places, and I would design it differently now. Here it is anyway, unedited, all 24 slides, because this is genuinely where the eye for all the rest of this page started.
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The night-before-deadline era: a recruiting poster, a Dalat trip recap, an Earth Hour push, and a bakery concept nobody asked for. Nobody paid me to make these good. I made them good anyway.
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Then the stakes went up: LinkedIn covers for Arches Global, built to make beer, semiconductors, and Southeast Asia's GDP growth stop a scroll.
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Wrote LinkedIn content for Arches Global's top recruiters and C-level execs, built around content and emotional intelligence rather than a growth-hack script. 192,965 impressions, 1,600+ new connections in 4 months, 1,888+ new followers total. Numbers I still check back on.
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MaiTapDe's full brand system on one board: mood board, type, photo direction, the works. This is the slide that taught me branding isn't one pretty poster, it's every poster agreeing with each other.
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Co-hosted this Easter workshop not knowing yet that “event coordination” would become half my job description later.
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The “Túi Tui” giveaway: one bag for you, one bag for me. Simple idea, and it actually worked, Instagram views jumped 96× that weekend.
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Taught English to kids on the Green Summer Campaign. No metrics slide for this one, just a good use of a summer.
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Logistics support for a post-COVID psychological counseling drive for kids. The least design-y slide in this whole deck, and maybe the one I'm proudest of.
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