Pen To Paper

As a strategy and content director, what’s your favourite part of your job?
When an idea that I have in the shower, or some crazy concept that the team came up with, is embraced by a client who shares the same vision, and we’re able to work with them to bring it to life. Good ideas don’t come easy, often only through days of research and going back to the drawing board multiple times, but when something just clicks, and the inspiration flows, it feels great.

I also enjoy working with my colleagues! Whether it’s moments where we all pull together, when we’re able to execute an idea we came up with, or when they feel a sense of pride in what they’ve done—I appreciate that I’m working with good people who are all striving towards the same things.

Do you have a dream client?
I don’t have a specific brand or industry that I’d like to work with, but I think in terms of mindset, a client who tries to understand where we’re coming from; is willing to take a leap of faith to do something radically different; who sees us as a partner rather than just a vendor; and wants to have us come along with them on their journey of growth.

Has working in social media changed the way you approach your own online presence?
Some backstory: just before I started working full-time, back in 2014, I got recommended by Instagram as one of the profiles to follow for new users, so I got a huge spike in followers. I think back then, for a while, I felt a little bit of pressure to post more frequently, and to ensure that whatever I was posting had a consistent aesthetic.

But while that frequency and consistency is key for the clients that we work with who are trying to build their brand, it isn’t something I really care about much anymore. Now I tend to post only when there’s something to post about, or something that I want to remember or log.

So I use social media mostly just for entertainment—like watching silly dog videos—just to disengage and dissociate at the end of the day. But I also appreciate that it lets me stay updated on what’s happening in my friends’ lives, even if we’re not catching up with each other on a regular basis.

What’s a piece of media that has inspired you recently?
I’m not sure if it’s considered a piece of media but I’ve been reading more this year! In part due to a project that we did for National Library Board (NLB), but also because we have an unofficial book club in the office where we exchange books to read.

Because of the NLB project, I’ve been reading more SingLit too, like Amanda Lee Koe’s Sister Snake, Daryl Qilin Lam’s Shantih Shantih Shantih, Mok Zining’s The Orchid Folios, and some of Prasanthi Ram’s short stories. In reading SingLit I’ve also been trying to observe what local authors write about, and how they write it—how they capture our everyday Singaporean essence and experiences in different perspectives.

My grandaunt was a writer, and she wrote mostly children’s books. When she passed away a couple of years ago, she left behind some unfinished manuscripts and short stories, and I’ve been thinking of how I can bring them to life, and maybe add on to them. We were quite close, but I’ve left all her writing untouched in a drawer because there’s some grief over her passing that I’m still healing from, but I think that putting her voice out there again, and maybe writing about her, can help with the healing too. So reading those SingLit books was my way of doing some kind of research, of mentally preparing myself for the difficult task of putting pen to paper. It’s my year-end project—putting this out there so I finally get down to doing something!

Looking forward to your writing! What’s something that not many people know about you?
When I make French toast, I like to have a banana with it too. So when I cut up my French toast, I cut the banana into exactly the same number of pieces as my French toast, so that every single piece of French toast has a slice of banana to go along.

I’ve been told I have food aggression (laughs).

Speaking of food, what’s the best meal you had recently?
We recently celebrated my husband’s birthday with his sister and brother-in-law at L’antica Pizzeria Da Michele—the pizzas were amazing, some of the best we’ve had in Singapore. Then we topped off the meal with gelato from Messina, just down the road. That was a good food day.

Any pet peeves?
Entitled aunties or uncles who are damn kiasu or disrespectful, and inconsiderate commuters and/or drivers.

Agreed! What about your album of the year?
My Chemical Romance’s The Black Parade because I managed to get tickets for their concert in April next year and I’m already hyping myself up and letting my 2000’s emo kid back out again.

Finally, what’s one quote or motto you’d like to take with you into 2026?
It’s a quote from the Bible, Philippians 4:12: “I know what it is to be in need, and I know what it is to have plenty. I have learned the secret of being content in any and every situation, whether well-fed or hungry, whether living in plenty or in want.”

To me, it’s an expansion on “change is the only constant”—I’m not a person who deals well with uncertainty, and I don’t like having things outside of my control. But this year I’m trying to come to terms with letting go instead of holding too tightly, trusting that come what may, good or bad, things will be okay.

Lesley was last seen here, here, here, here, here, here, and here.