POSB Smart Buddy 2X Savings Booster

Role: AI-Creative Lead & Motion Designer
Tools: Photoshop, ChatGPT, Midjourney and After Effect

Led the end-to-end creative development for POSB’s Smart Buddy campaign — a full-suite marketing initiative spanning both owned and paid media.

The creative concept gamifies the idea of saving, using a vibrant, game-like world to engage kids. From concept to final execution, every visual asset in this campaign was designed and generated using AI tools, making it one of the bank’s first fully AI-led creative campaigns.

This campaign aimed to promote POSB’s Smart Buddy savings-matching initiative for students, helping to instill the habit of saving from a young age. Beyond digital and social platforms, the campaign gained traction with media coverage in The Straits Times, amplifying its reach and credibility.