Strategy
RockPaperScissors
Where every rebuild starts. Diagnosis, workflow design, and the executive thinking that decides what AI should touch and what it should leave alone.
RockPaperScissors · Creative workflows & AI systems · Singapore
I design the creative workflows and AI systems that let brands, agencies, and in-house teams make better work, faster. Then I stay long enough to make sure people actually use them.
The problem
You bought AI. You didn't change how you work.
Most creative organizations run a production model designed before the internet, with AI bolted on the side. The subscriptions are paid. The pilots are done. The work still moves the way it did ten years ago: briefs buried in inboxes, reviews trapped in meetings, a week lost between every draft.
The tools were never the bottleneck.
The workflow is.
You're paying for work, not waiting.
Work Waiting AI-assisted
Before100% of the time
RebuiltA third of the time
More than a third of the old timeline is waiting. Nobody is working on the campaign. It's sitting in a queue. Point at any block to see what happens there.
Method
Four moves. In this order.
- 01 / Map
Trace the real work
I sit inside the process and follow how work actually moves: who touches it, where it waits, where judgment happens, and where it's just friction.
- 02 / Redesign
Redraw the line
I rebuild the workflow so AI absorbs the friction and people keep the judgment. Thinking comes before prompting. Every time.
- 03 / Build
Ship the machine
I build the tools, agents, and templates the new workflow runs on. Systems your team logs into on Monday.
- 04 / Embed
Make it stick
Adoption is where transformations die. I train the team, design the habits, and stay until the new way is simply the way.
Systems
Strategy. System. Production.
System
StoryEngine is the operating system inside every rebuild. It builds a studio's craft into the tooling, so the work scales without losing its edge.
Production
Nationwide Meats is an agentic production system that turns one idea, event, or asset into content at scale, from event recaps to brand films. How the sausage gets made.
Work
Recent rebuilds.
PropertyGuruThe PlaybookReimagining home in the age of AI.
MayoraBeng-Beng Brand WorldA brand world built to give Beng-Beng more room in people’s hearts and minds, and to keep it there.
Knit-UpBrand PositioningRepositioned knitwear production around one idea: make what customers want, not what a forecast predicts.
Google APACForce Multiplier SessionsShowing the company that builds the AI how an outsider uses it to build brands.
Showreel
RockPaperScissorsShowreel
Watch on YouTube →
Directing the future of cinema & commercials.
Every frame in this reel was made with AI. No cameras, no crew, no location scouts. What's left is the part that was always the job: direction. The tools change every month. Knowing what makes a shot work doesn't.
About
Building the system is half the battle.
People don't change because of a demo. They change when they believe the new way is theirs.
Making people believe is what I've done for three decades, across advertising, strategy, writing, and film. That's the part most AI consultants skip, and it's why most rollouts stall. I know which parts of the craft to protect and which parts were always just friction.
RockPaperScissors is deliberately small. You work with me, and with the systems I've built, not a pyramid of juniors learning on your budget.
- Board
- Founding board member, IAA Singapore. Co-chair of its AI Executive Advisory Board.
- Newsletter
- Some Assembly Required, essays on AI, judgment, and what changes when the tools start doing the easy half of the job
Selected clients
- GoogleAPAC
- Johnson & JohnsonSingapore
- PropertyGuruAPAC
- MayoraIndonesia
- OctagonSingapore
- ImpactumRomania
- Seldon DigitalAmsterdam
- Curious MindsAustralia
- Knit-UpHong Kong
- NafasIndonesia
- VidaIndonesia
- Are you next?Your city here →