Culture-led creative leader, thinker and doer, making moments matter for brands and IPs by writing words, pushing pixels, scheming strategies, and most times, doing a little bit of everything all at once.
Hey there, I'm Syahid, and I'm happy you're here!
I am a culture-led creative lead with over a decade of experience in making marketing moments matter, like enchanting Swifties worldwide with a once-in-a-lifetime experience to remember forever.
Alongside being a husband, son, and friend, I thrive as a multi-disciplinary creative leader, driving positive impact through art direction, copywriting, strategy, brand activation, digital/social media, and creator engagements.
True to the word and my career choice, I have taken creative liberties at every step of my journey in the pursuit of being the best creative I can be.
My journey began as an Art Director intern at Adplanet, converting a 4-month opportunity into a 7-month internship. I then joined Lowe & Partners (MullenLowe), honing my skills on global Unilever projects for an F1 driver and a football G.O.A.T, along with award-focused executions.
After two years of being at my physical peak doing National Service, I was itching to flex my creative muscles once again. A 3-month stint at Tribal doing more Unilever work reignited my passion for art direction, but I wanted something entirely different.
Eager to live and breathe a creative life, I flew to the centre of the creative world, the United Kingdom. I assimilated and embraced new cultures — studying at one of the most creatively awarded universities, the University of Central Lancashire, and working with the incredible minds at agencies like Tribal and Havas. There, I evolved into a hybrid creative, mastering copywriting, strategic thinking, and concept development from industry masterminds.
I returned to Singapore with a clear intent of going beyond visual craft and transitioned into a Copywriter, where I tuned creativity with strategy. I freelanced at DDB and Havas, before landing at GOVT where I utilised my hybrid skills across projects, notably for the National Gallery Singapore where the overall concept and art direction for the “Gallery Children’s Biennale” remains to this day.
Joining Leo Burnett as part of the senior team, I channelled my skills to turn conceptual ideas from the whiteboard into winning boardroom presentations. This approach resulted in high-impact work that perfectly blended strategic objectives with creative excellence. The McDonald’s “The Limited Edition McGriddles” campaign exemplified this, demonstrating a fresh, effective method for product launches and consistently upholding the client’s vision.
With innovation on the rise, my creative curiosity soared and led me to join R/GA to future-proof my skills while continuing to create forward-looking work. I embraced additional responsibilities as a UX writer and pushed creative limits, particularly with Prudential’s “Famvatar.” This project was world-first, developing multi-platform and customisable chat stickers to represent all family types with the help of emerging 3D modelling technology.
This experience paved the way for my next chapter, where I found my true purpose: creating work that unites people through their passions. As Creative Lead at Culture Group, I played a part in championing the potential of creativity rooted in culture, and how to operate as a creative in an agency-partner arrangement with brands like Prime Video and Spotify, and leading major projects for the Taylor Swift and Ed Sheeran tours. The “Eras Tour Trail” at Marina Bay Sands remains a highlight of my creative journey.
My journey through established agencies, dynamic start-ups, and diverse environments has taught me to adapt and excel while staying true to my creative vision. Whether spearheading global campaigns or exploring new technologies, I am dedicated to producing impactful, culturally resonant work that connects brands with people.
Always happy to chat, so come say hello at nur.syahid.nordin@gmail.com
These places shaped me into the person I am today, including my expanding waistline and receding hairline. 
Culture Group
Senior Creative Lead
R/GA
Senior Creative / Copywriter
Leo Burnett Asia Pacific
Senior Creative / Copywriter
GOVT Singapore
Creative / Copywriter
Havas Asia Pacific, DDB Group Asia Pacific
Freelance Creative / Copywriter
Havas Worldwide London
Creative Placement / Art Director
Tribal Worldwide London
Design Placement / Digital Designer
Tribal Worldwide Asia Pacific
Creative Placement / Art Director
Lowe Asia Pacific
Creative Placement / Art Director
Ad Planet Group
Creative Placement / Art Director
Along with some shiny thingies.
Cannes Young Lions
Creative Circle Awards
Kancil Awards
D&AD New Blood 
UCLan Creative Focus
Crowbar Awards
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