About me

The best ideas don't begin with advertising. They begin with people.

As an Art Director and Copywriter partnership, we've built our work around one belief: the strongest campaigns come from turning everyday human behaviour into ideas that people genuinely want to talk about. Since January 2025, that approach has helped us create work across food, technology and FMCG that feels deeply rooted in Thai culture while solving real business challenges.

For KFC Thailand's The Kaprao Criminals, we turned Thailand's endless debate over what makes an authentic Pad Kaprao into a cinematic campaign that transformed a product launch into a nationwide cultural conversation.

For Canva Thailand, we discovered that "Can" already lived inside the brand name, while "va" sounded like the Thai slang "ว่ะ." That simple local insight became Anyone Can with Canva, giving a global brand an unmistakably Thai voice and inspiring more people to create.

For IngOn Herbal Soap, we built an entire campaign around a small household habit that millions of Thais already shared—sticking the last piece of soap onto a new bar. By celebrating this overlooked behaviour, we transformed a functional product benefit into a brand story people instantly recognised as their own.

Our partnership has always been about more than combining copy and art direction. We develop every idea together—from strategy to execution— lead the team of 4 challenging each other's thinking until every visual and every word serves a single, simple concept.

Pandarie's work

Almost-Gone Soap

Anyone Can with Canva

Uncle KFC's Rice Bowl

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