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Designer and creative strategist focused on crafting thoughtful, engaging brand experiences across cultures. Korea-born and based in Singapore.
Vina So Jung Shin

Hi, I’m Vina!

A Korea-born, Singapore-made creative who loves traveling, taking photos, and noticing small everyday moments. I grew up in Korea, moved to Singapore in 2013, and this island has become my second home ever since. I’m a Senior Creative Manager and a storyteller. For the past 10 years I’ve been shaping campaigns across brands, creating work that people actually see and interact with. Seeing someone engage with something I designed reminds me why I love what I do.

Skills: creative direction, campaign strategy, brand narrative and identity, content production, social and activation design.
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Recognition

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Role
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Collaborators
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Year
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Tools

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Big idea

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My role

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Soppul nestled in pink fur pompoms
Soppul character in a candy sky
Soppul and friend on pink hills
Soppul beside a mirror pond ringed with flowers

Campaign highlights

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In the press

The framework

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Activation

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Fuze Tea on-pack promotion in store Fuze Tea × Tripadvisor competition landing screen Fuze Tea social film in market

Activation

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Teaser Reel
Influencer post
Creator Instagram Story · St Kilda pop-up invite
Influencer post
Creator Instagram Story · guess-the-place quiz

OOH · Flinders Street

Post-event OOH panel at Flinders Street Station
OOH panel at Flinders Street Station, Uluru creative

Activation photo

Swap the Track for the Outback activation
Swap the Track for the Outback activation
Swap the Track for the Outback activation
Swap the Track for the Outback activation

Execution

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Fuze Tea on-pack promotion in store Fuze Tea × Tripadvisor competition landing screen Fuze Tea social film in market
Instagram Reel storyboard, scene by scene
Dreaming Reel · Europe
Dreaming
Inspire with brand assets.
Planning Reel · Alice Springs
Planning
Guide with POIs, tips, and reviews.
Booking Reel · coastal trip
Booking
Highlight deals to drive action.
Social · Instagram Reel
997K+
Impressions, nearly 6× the forecast.
100K+
Engagements, outperforming forecast by close to 2.5×.
19K+
Link clicks, a strong consideration signal from the target audience.

Out of home

EVA Air OOH banner · Think Big. Travel Bigger.
Brand
EVA Air OOH banner · food and drink
Food & drink
EVA Air OOH banner · culture and history
Culture & history
EVA Air OOH banner · nature
Nature
EVA Air OOH banner · adventure and events
Events

Display

Billboard · 970×250
EVA Air Think Big Travel Bigger billboard, 970x250
Leaderboard · 728×90
EVA Air leaderboard unit, 728x90
Mobile banner · 320×50
EVA Air mobile banner unit, 320x50
Half-page · 300×600
EVA Air half-page unit, 300x600
MPU · 300×250
EVA Air MPU unit, 300x250
Skyscraper · 160×600
EVA Air skyscraper unit, 160x600

Article in-page

1280×160
EVA Air in-page article banner, 1280x160
1024×160
EVA Air in-page article banner, 1024x160
768×160
EVA Air in-page article banner, 768x160
300×80
EVA Air in-page article banner, 300x80
Idea slides
Idea slide 01
Idea slide 02
Idea slide 03
Idea slide 04
Idea slide 05
Idea slide 09
Idea slide 10
Idea slide 12
Idea slide 13

By the numbers

Organic social results
Social Reel · dim sum in Macao
410K
Total reach on organic Reels
Spotify release page for You Make Me Feel
102K
Spotify streams
Social Reel · creator interview
2.5M
Total reach on organic TikTok
Creator content · airplane window
Creator content · Eiffel Tower, Macao
2.4%
Total engagement rate
Creator content · light tunnel
Creator content · Grand Lisboa at night
26K
Total organic impressions

Behind the scenes

Filming the interview Reel in Singapore
The team after the shoot
Set-up for the creator interview
Directing the shoot

Creator content · J.M3, You Make Me Feel

J.M3 in the mirrored light room
J.M3 under the laser installation
J.M3 in the hanging orchid garden
J.M3 under the colour laser installation

Photography by Hoong Qi Hao

Campaign in market

Co-branded Fuze Tea packaging
See the World Differently campaign
See the World Differently campaign

On the ground · Abbot Kinney, LA

Creator filming content in the Northern Territory
Guests in front of the finished mural
Bartender pouring drinks at the launch
Guests taking a selfie in NT merch
Australia's Northern Territory mural with balloon arch
Northern Territory tote bags
Aussie-inspired catering at the launch
Guests in front of the kangaroo mural
Darwin artists on stage at the launch
Guests at the launch event

The films

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Stills · Diving film

Divers seen from above in clear water, Izu Two divers underwater Couple at a coastal shrine gate Couple sharing a local meal

Stills · Skiing film

Woman in a steaming onsen bath Skiers below Mt Yotei, Niseko Couple in ski gear at the resort Resort lobby bar with mountain view

Co-branded banners

1280×160
Tripadvisor × Japan Airlines banner, 1280x160
1024×160
Tripadvisor × Japan Airlines banner, 1024x160
768×160
Tripadvisor × Japan Airlines banner, 768x160
300×80
Tripadvisor × Japan Airlines banner, 300x80

Press coverage

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Next project

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Photography

A running diary of light, places, and the small everyday moments I notice while traveling, shot on Fujifilm.

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