MELISSA BOEY
Creative Director | Advertising, Brand & Digital Innovation | Tokyo, Japan
PROFILE
Melissa is a versatile and visionary Creative Director with 15+ years of international experience across advertising, branding, user experience, digital innovation, and film. From shaping brand narratives to leading integrated campaigns, she brings a rare combination of strategic thinking, hands-on creative direction, and deep cross-cultural insight. Having lived in Sydney, Singapore, and Tokyo, Melissa navigates seamlessly between global and Japanese markets; bridging cultures through powerful, human-centered ideas. Her career spans top agencies like Dentsu Isobar and Geometry Ogilvy, as well as brand-side leadership, where she has driven award-winning work and steered global teams across industries. Whether building a brand from the ground up or crafting breakthrough creative for established giants, Melissa brings clarity, heart, and a sharp creative instinct to every brief.
CORE COMPETENCIES
Creative & Brand Direction: end-to-end campaign leadership across TVCM, digital, and talent-led content
Talent-Led & Social Campaigns: celebrity and influencer-driven platform strategy and production
Bilingual Creative Production: Japan-market localization of global brand platforms and campaign scripts
UX & Digital Innovation: cross-disciplinary experience spanning branding, UX, and digital product thinking
Client & Agency Partnership: direct collaboration within McCann’s global network and cross-agency accounts
EXPERIENCE
Creative Director | McCann Japan 2019 – Present
Digital Creative / Lead User Experience Designer | Geometry Ogilvy Japan 2017 – 2019
Content Creative Director for Sony.com (Global) | Sony Japan 2016 – 2017
Senior Art Director | Dentsu Isobar, Japan 2013 – 2016
Designer / Digital Art Director | Warp Japan 2011 – 2013
Academic Associate (Design & Visual Communication, School of Technology for the Arts) | Republic Polytechnic 2009 – 2011
International Flight Attendant | Singapore Airlines 2007 – 2009
Global Pictures Sub-Editor (Photojournalism) | Reuters News Agency 2005 – 2007
Offline Editor / Production Assistant | Peachblack Productions / Reel Loco Productions / Upside Down Productions 2003 – 2005
CLIENT & BRAND EXPERIENCE
Agoda / Adidas / Anna Sui / Airbnb / Amazon / Amway / American Eagle Outfitters / Abercrombie & Fitch / Boehringer Ingelheim / British American Tobacco / Clase Azul / Delta Airlines / Estee Lauder / Evian / Ferrari / Hugo Boss / Jetstar Airways / Jill Stuart / Kellogg's / Kewpie / Longchamp / Lexus / Mastercard / MetLife / Mitsubishi Electric / NEC Lavie / Nike / Philip Morris / Red Bull / Red Wing / Shiseido / SKII / Singapore Airlines / Sony / Takara Standard / Universal Music Japan / Urban Research / Valrhona Chocolates
HONORS & AWARDS
● Gerety Awards — Jury Member — 2025
● MAD STARS 3 — Bronze, Diverse Insights / Interactive / Integrated — 2025
● Cannes Lions — Brand Experience & Activation, Shortlist — 2024
● Gerety Awards — Experience & Works for Good, Shortlists — 2024
● Campaign Asia — “Creative Minds” Feature — 2024
● shots Awards Asia Pacific — Ad of the Year Shortlist, Direction / Cinematography — 2023
● Spikes Asia - Silver, Film category (Internet Film) - 2015
● Campaign Asia Pacific — Young Achiever of the Year, Runner-up — 2015
EDUCATION
Bachelor of Communication Studies in Broadcast Media / Film
Nanyang Technological University, Singapore 2001 – 2005
Photography / Fine Arts (Film)
University of Sydney, Australia 2003 – 2004
Diploma in Visual Communication (Graphic Design)
LASALLE College of the Arts, Singapore 1999 – 2001