melissa toh

Rediscover The Feeling Of New — the relaunch of the Marriott Bonvoy AMEX card for Japan's elite travelers. We shifted luxury from status to the thrill of discovery, told through poetic, split-screen storytelling that captured both the world we see and the emotion it evokes.

I worked on concept development, film scripting, reference curation and deck craft, with creative oversight through production and post.

Japan Destination Films — three destination films to open the door to Marriott Bonvoy's newest hotels in Japan: Nagasaki, Nara and Kagoshima. The brief was to showcase the experiences and activities that make each place singular, and turn that wonder into leisure business for the new properties. The ambition reached further: give viewers a real sense of travelling with Marriott Bonvoy to these remarkable destinations, inspire them to embark on the journey, and land one clear message: Marriott Bonvoy is already here, in these incredible places.

I led the project creatively from start to finish, from concepting and scripting through pre-production, then on set working hand in hand with the director, and into post alongside the editors to deliver results the client loved.

A partnership between Cadillac and Warner Music Australia, built around the all-electric Cadillac LYRIQ and the artists who ride in it. Across two films, Music in Motion with Derrick Gee and Come Drive with Kita Alexander, the work let music and the LYRIQ's sound design make the drive itself the experience, turning a product story into something you could hear and feel.

Together with a fellow creative based in Korea, I concepted the ideas, wrote the scripts and guided the films through post.

GO GRAM! + START LIGHT. Two campaigns, one product, a year apart. It began with Go Gram, the brand film that turned the gram's signature lightness into a mindset: a rallying cry for go-getters who move fast and travel light. The next year, Start Light carried the idea further across three films (The Fan Song, SkateBarkKing and Glamma), built on a simple push: you deserve to jump straight into what you want, without the weight of over-planning.

I worked on the creative concept + development alongside the regional team across Singapore, Korea and Malaysia.

LG's CES 2022 "LG World Premiere". Across three long-form films, the work framed LG's CES line-up around one promise: technology that makes life better, and more personal. Plus John Legend as a surprise celebrity ambassador.

My first project at .Monks, briefed on day one. I wrote all three scripts to a tight CES deadline, in direct contact with Korean clients and project managers, learning each product fast and writing faster. A baptism by fire, and still one of the most intense things I've made.

AI Animation Pilot. Five 15-second films, five distinct stories, built from a fixed set of characters we couldn't rerender. Zespri came to us early in the AI shift to test our workflow and capabilities. I had a locked library of Kiwi Brothers actions, no option to regenerate the characters, and a client who wanted every 15s film to (somewhat) carry a real narrative.

I wrote the full animation brief: five concepts engineered around the actions we had, then broke each into shot-level direction, framing, camera moves, and background prompts, for our AI team in India to execute. The project pushed me past concepting into shot design and animation directing with a remote AI production team.