Flash no longer has the same status as it used to be, but i think it's just a matter of time before it evolves to something else. Few years ago, we got bored of HTML and move to flash. So now that HTML is back with a vengeance, i look forward to seeing what adobe's gonna do about that.

question Please give us a brief bio of yourself.

Hi! My name is Xander, 26 and I'm currently a Senior Art Director at OgilvyOne Singapore where i've worked on local and regional accounts like Nike, Google, Yahoo!, Coca Cola, Nestle, Singapore Economic Development Board and Visit Britain. Before i joined Ogilvy, i worked as a TV salesman, a Military Dog Handler, and was a Fencer for the National Youth Team. I also take pride in my knowledge of Time Travel, the Matrix Trilogy and considers myself some sort of a geek.

Please list 3 of your favourite sites.

1) My Google Reader  - My personal "internet", 

2) Youtube - I think I'm almost done with every Cat Video on the internet.

3) Wikipedia

If you weren't working on the internet what would you be doing?

It's always been one of my dreams to create my own range of action figures & epic play sets. They just don't make toys like they used to any more.

What's the longest you've ever stayed up working on a project?

When I was working on my Final Year Project back in school, I moved out into a rented apartment to keep myself away from all forms of distractions. The apartment was only furnished with a desk, a bed and an internet connection. I basically worked non-stop for the next month or two, barely sleeping or eating.

What software could you not live without?

1) Photoshop

2) Chrome

3) iTunes

Are there any websites that have shone through as being pioneering in the last 5 years or so?


Because of all the brilliant contributions to the lab, it's always nice to drop by the site once in a while and mess around with the experiments. But most importantly, it's great to know that there are so many developers out there constantly pushing the limits of the internet, and that is the most magical thing about this site. 

Has winning FWA awards helped you in any way?

Yes. Upgrading our server bandwidth whenever we get a yellow ribbon is now mandatory.

Have you written any books, if not do you plan to?

Not yet. But i would love to do a graphic novel set in a post apocalyptic zombie infested world, told from on the POV of a stray cat. 

What was the last digital effort you saw (or were a part of) that used social media in a way that really made sense. Why?

Nike+ Fuel Band. Essentially social media is about connecting people digitally in any way possible, but there's only so much a "website" can do. But projects like Fuel band manages to create a change in physical behaviors, thus making it way more "social" than just spamming your friend's wall with pre-generated messages.  

Have you been a part of a campaign that was rooted in digital and THEN reached over into other consumer touchpoints? Did this happen organically or was it a part of the plan from the beginning?

Nike came to us a few years back with a brief to come up with a website for their new product, Control 360, a soccer boot designed for ultimate ball control. However we felt that, to truly let the users experience "ball control", a mouse just won't cut it. So we came up with Nike Trackball, an installation that allows the user to learn more about the product by using their feet instead of their hands. 

Looking 10 years in to the future, how far can websites go?

I think the real question lies in  "How would storytelling evolve in the next 10 years." Projects like Wilderness Downtown redefined storytelling in ways we've never seen before while Ramaya.na reintroduced an old traditional story back to a brand new generation. I'm really not sure what it's going to be, but i'm pretty darnn excited to be part of this new era of digital storytelling. 

Of all the websites you/your company have produced, which one are you most proud of?


Do you think Flash is here to stay?

Flash no longer has the same status as it used to be, but i think it's just a matter of time before it evolves to something else.  Few years ago, we got bored of HTML and move to flash. So now that HTML is back with a vengeance, i look forward to seeing what adobe's gonna do about that.

If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?

Dive in head first. Don't be afraid to make mistakes. 

My Creative Director once said to me, "It's always easier to ask for forgiveness than to ask for permission." 

What would be your ultimate vehicle to travel in?

Either a TARDIS or an ECTO-1

How do you keep your finger on the pulse of the latest web trends?

Keep surfing, subscribe to blogs, identify your heroes and follow them. And get an external monitor with a swivel stand, share the internet with your colleagues.

What country excites you the most in terms of innovation?

Japan has always been on my lookout list. C’mon, they invented giant robots that can defend the planet from aliens!

What are you excited about learning next and is there a long term challenge you are considering tackling?

3D Printing. Soon we start to print objects at a consumer level, the sense of touch shouldn't just be constrained to touch screen interface. I'll give it another 4 to 5 years before it goes mass market, and when that happens, I want to be right in the heat of the action.

Any parting shots or pearls of wisdom?

Cross the streams and enjoy the fireworks.

It has been a privilege, thanks very much

Thanks Rob! The privilege has been mine.


Xander Lee | Senior Art Director at Ogilvy Singapore
Xander Lee | Senior Art Director at Ogilvy Singapore

Chrome Experiment: Ramaya.na We had the privilege of working with Fi to bring the Epic tale of Ramayana to life.

Milo Match-Up app was my first mobile app and it also brought me my first mFWA award!

Nike Trackball: An interactive in-store experience allowing users to truly experience "ball control"

Visit The Other Britain, One of my earliest work with Ogilvy Singapore.

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