FOR HIM Magazine

Way back when I first started out in advertising, friend of mine worked as an editor at a raunchy men’s magazine ‘FHM’ in Singapore.

Over the years we pitched and collaborated on a series of not-very-racy print ads and posters and eventually an entirely new concept issue of their infamous hottest 100 issue.

FHM: Long copy, 2009

The first posters we made made for FHM were
these really content-heavy print ads.

ECD: Sonal Dabral
CD: Eric Yeo
Art: Ashidiq Gazali, Adrian Chan
Copy: Troy Lim, Serene Loong

One Show 3xGold, 1x Silver
Cannes 1x Gold, 1xSilver Lion
Creative Circle Awards, Best of Show
D&AD, Merit

Edited by FHM, 2010

The following year we approached FHM to do a second campaign “Edited” by FHM. Each book was painstakingly scanned and plotted before taking about a 2 weeks to carve.

ECD: Sonal Dabral
CD: Eric Yeo
Art: Ashidiq Gazali, Adrian Chan
Copy: Troy Lim, Serene Loong

Cannes 1x Gold Clio 2x Silver
Adfest 1x Gold, 1x Silver
Media Spikes 1x Silver, 2x Bronze
D&AD Merit

THE 100 SEXIEST women
Who never existed

FHM had been running the “100 Sexiest women in Existence” Issue since the mid 90s. So in 2012 we convinced the editors at FHM Singapore to give the Asian issue an fantastic Otaku twist, and feature only women that never existed.

We created a polling site called theOther100.com that which allowed anyone to upload comment and troll their favorite imaginary women. We then worked with more than 60 artists across Asia and Deviant art to bring all 100 to life.

ECD: Steve Elrick
ACDs: Adrian Chan, Douglas Hamilton
ADs: Ken Choo, Eric Foenander
CW: Daniel Foo

Young Guns, 1x Bronze