10AM Communications

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"A calendar printed with its dates perforated over a sky; as each day goes by, the hole in the sky gets bigger." Sheng Jin Ang, art director; Sau Hoong Lim, executive creative director; Clarence Chiew, writer; Jason Sia, agency producer; Singapore Environment Council (Public Awareness), client

"This one represented many firsts for the Chinese national broadcaster. It's the first time they've worked with an ad agency, paid for publicity and partnered with a party outside of China." Sau Hoong Lim, art director/executive creative director/writer; Nelson Ng, editor; Wayne Peng, video director; Ricky Ho, composer; Boon Choo Leow, agency producer; China Central Television 2, client

"A spot for a juice drink in China. Because it's commonly shaken before consumed, the practice became the premise for the commercial." Boon Choo Leow/Sau Hoong Lim, art directors; Sau Hoong Lim, creative director/writer; Wayne Peng, video director; Boon Choo Leow, agency producer; Yang Sheng Tang, client

"A pet project of ours. Old hardcover books from the bargain bins of used bookstores are given a new purpose in life as door wedges." Kai Yeo, designer; Jay Phua, writer; 10AM Communications, project director; field day, project creator/project design and development; Sau Hoong Lim, consultant

"Inverted posters for a brand of climbing shoes, which demonstrate just how well the shoes grip." Swee Ling Ng/Thomas Yang, art directors; Sau Hoong Lim, executive creative director; Vanessa Goh/Jay Phua, writers; Jason Sia, agency producer; La Sportiva, client

"This poster was intended to be read in two ways, much like the product, which is intended to be used in two ways—as a phone and a camera." Sheng Jin Ang/Thomas Yang, art directors; Sau Hoong Lim, executive creative director; Clarence Chiew, writer; Jimmy Fok, photographer; Jason Sia, agency producer; Sony Ericsson Mobile Communications, client

"This spot plays on a metaphor painfully familiar to many of us—backstabbing. There's a bit of kung fu thrown in there, along with the product benefit, naturally." Michelle Au, art director; Sau Hoong Lim, executive creative director; Joy Chen/Jay Phua, writers; Wayne Peng, video director; Song Zu, music company; Boon Choo Leow, agency producer; Cerebos Pacific Ltd., client

"Our office move was a great opportunity to show what we regard as our most valuable asset—our heads." Sheng Jin Ang/Thomas Yang, art directors; Sau Hoong Lim, executive creative director; Clarence Chiew/Jay Phua, writers; Jimmy Fok, photographer; Jason Sia, agency producer

07.09.07

Ad agency

www.10am-asia.com

Duration: Six years. Staff: 25 (creatives pictured).
Education: Ranging from graphic design and communication studies to the less predictable Chinese studies and zoology.
Cultural Influences: Musically, our influences run a pretty wide cultural gamut. From the European music label, ECM to Mongolian folk songs to Japanese pop. As for writing, everyone has a penchant for quite varied genres: from Chinese authors such as the late Lin Yu-tang and Huang Renyu; to astronomer Carl Sagan, graphic novelist Adrian Tomine and TV writers such as Stephen Colbert. Design-wise, we have too many to name but we would like to mention in particular Peter Saville, Hussein Chalayan, Tobias Wong, Saul Bass, Nagi Noda and Kazuyo Sejima. Environment: We work in a storeroom on the top of an unassuming office building, situated in a part of Singapore, that gets rather seedy after eight p.m.
Philosophy: We work to improve relationships between our clients and the people who might be interested in what our clients have to offer. We find truths relevant to both parties and allow for meaningful connections between the two. Our client roster doesn't read like a phone book and the relationship we share with each is intimate.

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