by Chloe Chin

What if ads were less like interruptions and more like art?

Chloe makes things people want to spend time with. In a world of skipped ads and digital overload, she believes the answer isn't more marketing, it's more world-building.   

With a background in film, ceramics, and advertising, Chloe builds brands through strategy, storytelling, and craft, treating ideas as worlds to step into, not messages to scroll past. Her creative direction is rooted in the real, the tactile, and the nostalgic. 

Specialising in Gen Z and Millennial audiences, Chloe grounds ideas in real life and uses digital spaces as a way to reach communities (not replace it). If you're interested in building a brand people genuinely connect with, get in touch.
 


Selected Works

CREATIVE DIRECTION
A. PENNY LANE
B. FLOP SHOW
C. HENRY WOBBLE

ART DIRECTION
D. ASAHI
E. LIFEBLOOD
F. SUZUKI SWIFT

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B. FLOP SHOW

CREATIVE DIRECTOR, PRODUCER, 
ARTIST
2025, 2024

MEDIA.MONKS PITCH INN WINNER 2025
SPONSORED BY BROUWERIJ ‘T IJ
AMSTERDAM, MELBOURNE


Flop Show began in 2024 as a response to a shifting art landscape. As art moved out of white-walled galleries and into social feeds, markets, and casual spaces, the old rules dissolved, but the intimidation of the art world remained. 



Chloe co-founded Flop Show as an antidote to this tension. Her mission was to create a welcoming, unpretentious stage for emerging artists to show their work, and to break down the barriers of joining the art industry. Art made outside of institutions is often the most honest, authentic, and culturally relevant, yet it rarely finds a platform. Flop Show's goal is to become that platform: part exhibition, part party, part fundraiser for a cause that young people deeply care about.

After moving to Amsterdam, Chloe pitched Flop Show at Media.Monks’ Ad Night, where her idea won their Pitch INN competition. What started as a one-night community show evolved into an international artist platform, travelling from Melbourne to Amsterdam in 2025. Last year, Flop Show sold out tickets, sold artworks, was sponsored by a major brewery in the Netherlands, and raised $5,600 for Doctors Without Borders.

Flop Show’s creative direction mirrors its purpose. It’s crafty, playful, and intentionally unserious - a response to a market craving more unpretentious creative spaces.

chloechin17@gmail.com