— AGENCY

TBWA Singapore

— ROLE

Director

Art Director

Producer

Editor

— DATE

2023

The Problem:

The internet is flooded with advice on how to collect or redeem miles — from stacking credit card rewards to navigating apps. With so much noise, how could KrisFlyer position itself as the go-to authority, offering members the most practical and inspiring tips for maximizing their miles?

The Idea:

We created Miles Master, a platform that spotlights KrisFlyer members who have mastered the art of miles. Through the content series Miles Master: Spill The Tea, members share their stories, tips, and inventive hacks — from unconventional redemptions to lifestyle upgrades. The series not only celebrates the creativity of our community but also establishes KrisFlyer as the trusted voice for all things miles.

The Execution:

We launched a seven-part Instagram series featuring three selected Miles Masters, each sharing their most creative strategies — including unexpected hacks like earning miles from drinking bubble tea. To extend engagement, we produced complementary bite-sized content such as daily tip summaries, making the advice easy to digest, share, and apply. This multi-format approach kept the content fresh, accessible, and highly shareable across social.