Through this internship, I was able to gain a good amount of knowledge in the world of 1. in-house creative brands, and 2. collectible toy brands in Singapore. As a creative intern, my primary role was to brainstorm, plan and execute visuals for launches of Mighty Jaxx's latest product releases. My works centered around creating marketing assets for artist collaboration products, as well as entertainment licensed products. Additionally, I was tasked to work with another intern to ideate and produce TikTok videos for Mighty Meta's (Mighty Jaxx's experience brand) first immersive retail experience, "Stranger Things - The Encounter" (STE).
In the initial stages of my internship, I was tasked to help out with adaptations for marketing asset, for example, creating 1080x1080px assets of existing products to be used for Mighty Jaxx's TikTok Shop. My supervisors soon decided I was more than ready to take on projects on my own and thus I was tasked with my first full set of marketing assets, to create a full package of visuals for "Mighty Jaxx x Good Morning Town - Chief Cottontail, Bunny to the Moon" product release. I worked alongside the motion graphics designer to create a series of consistent assets, following the journey of Chief Cottontail, on his journey to the Moon. Following which, I was given more responsibilities to take on, and was tasked to work on more product releases on my own.
Concurrently, I was planning and executing TikTok content for STE along with my fellow creative intern. We were tasked with creating a TikTok for every single day of June (2023) that would lead up to the launch of STE. Our first action was taking our off time to scroll the platform to pick up trendy and viral content from fellow local creators. And by a stroke of luck, with a touch of "Gen Z TikTok Skill", one of our first few videos went viral, with over 100k views, and 7000 Likes to date. Check it out here. We continued the TikTok video-making for the rest of the month, creating some of our favorite contents like the "Stranger Things Desk Makeover" and stop-motion style "How to Get There" videos. Working on these videos gave me the ability to watch TikTok for hours on end and still be able to pick out a trendy and possibly viral piece of content (?!?!). I also realised that TikTok-making has so much more thought behind it than one would expect! Just because something might have gone viral for someone else, doesn't mean it'll turn out the same for you, but you need to be able to pick it out when it will.
Overall, this internship has been a really fun dip into the less corporate side of Singapore's creative industry and I believe this is only the start of my journey in this direction.
My coworkers have asked me which part of Mighty Jaxx's works were my favorite to work on, and without fail, I would always respond with "digital imaging for product releases!" because of how much fun I had exploring different concepts and even getting the chance to learn how Artificial Intelligence (AI) can be weaved into this whole workflow (of course, usually only turning out well with the trained eye of a designer).
My favorite product release that I worked on was definitely the one for the Sanrio Spooky Fun series! 1) because I love Sanrio, 2) because I love to do digital imaging. Getting the chance to create an environment and art direction for the marketing of a product I love was a really great opportunity that I don't think I'd easily be able to experience elsewhere. It was also a serious test of my digital imaging skills as this was my first time doing it on a professional level. Thankfully, the digital imaging came out great and looked cute yet spooky in their digital environments.
Days when TikToks didn't perform well were quite demoralising. But I soon learnt that sometimes, TikToks just don't work, despite the amount of effort you've put into it. It's an extremely volatile platform and finding the sweet spot between pandering to the algorithm and creating something marketing-worthy is a really tough job (hats off to content creators). This stint at Mighty Jaxx actually kickstarted my whole interest in paying more attention / studying TikTok trends, content creators and popular formats to understand what makes a piece of content "attractive" to the average viewer. It's definitely something I really need to get into for the future of our industry.
Through this internship, I was able to gain a good amount of knowledge in the world of 1. in-house creative brands, and 2. collectible toy brands in Singapore. As a creative intern, my primary role was to brainstorm, plan and execute visuals for launches of Mighty Jaxx's latest product releases. My works centered around creating marketing assets for artist collaboration products, as well as entertainment licensed products. Additionally, I was tasked to work with another intern to ideate and produce TikTok videos for Mighty Meta's (Mighty Jaxx's experience brand) first immersive retail experience, "Stranger Things - The Encounter" (STE).
In the initial stages of my internship, I was tasked to help out with adaptations for marketing asset, for example, creating 1080x1080px assets of existing products to be used for Mighty Jaxx's TikTok Shop. My supervisors soon decided I was more than ready to take on projects on my own and thus I was tasked with my first full set of marketing assets, to create a full package of visuals for "Mighty Jaxx x Good Morning Town - Chief Cottontail, Bunny to the Moon" product release. I worked alongside the motion graphics designer to create a series of consistent assets, following the journey of Chief Cottontail, on his journey to the Moon. Following which, I was given more responsibilities to take on, and was tasked to work on more product releases on my own.
Concurrently, I was planning and executing TikTok content for STE along with my fellow creative intern. We were tasked with creating a TikTok for every single day of June (2023) that would lead up to the launch of STE. Our first action was taking our off time to scroll the platform to pick up trendy and viral content from fellow local creators. And by a stroke of luck, with a touch of "Gen Z TikTok Skill", one of our first few videos went viral, with over 100k views, and 7000 Likes to date. Check it out here. We continued the TikTok video-making for the rest of the month, creating some of our favorite contents like the "Stranger Things Desk Makeover" and stop-motion style "How to Get There" videos. Working on these videos gave me the ability to watch TikTok for hours on end and still be able to pick out a trendy and possibly viral piece of content (?!?!). I also realised that TikTok-making has so much more thought behind it than one would expect! Just because something might have gone viral for someone else, doesn't mean it'll turn out the same for you, but you need to be able to pick it out when it will.
Overall, this internship has been a really fun dip into the less corporate side of Singapore's creative industry and I believe this is only the start of my journey in this direction.
My coworkers have asked me which part of Mighty Jaxx's works were my favorite to work on, and without fail, I would always respond with "digital imaging for product releases!" because of how much fun I had exploring different concepts and even getting the chance to learn how Artificial Intelligence (AI) can be weaved into this whole workflow (of course, usually only turning out well with the trained eye of a designer).
My favorite product release that I worked on was definitely the one for the Sanrio Spooky Fun series! 1) because I love Sanrio, 2) because I love to do digital imaging. Getting the chance to create an environment and art direction for the marketing of a product I love was a really great opportunity that I don't think I'd easily be able to experience elsewhere. It was also a serious test of my digital imaging skills as this was my first time doing it on a professional level. Thankfully, the digital imaging came out great and looked cute yet spooky in their digital environments.
Days when TikToks didn't perform well were quite demoralising. But I soon learnt that sometimes, TikToks just don't work, despite the amount of effort you've put into it. It's an extremely volatile platform and finding the sweet spot between pandering to the algorithm and creating something marketing-worthy is a really tough job (hats off to content creators). This stint at Mighty Jaxx actually kickstarted my whole interest in paying more attention / studying TikTok trends, content creators and popular formats to understand what makes a piece of content "attractive" to the average viewer. It's definitely something I really need to get into for the future of our industry.
