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















A. PENNY LANE

CREATIVE DIRECTOR, DOP, EDITOR, 
GRAPHIC DESIGNER
2025

EERSTE VAN DER HEELSTSTRAAT 11A
AMSTERDAM

Penny Lane is a historic vintage designer store in the heart of Amsterdam, known for its distinctive 60s and 70s pieces. As Creative Director, Chloe led Penny Lane’s rebrand for their 2026 A/W season. She identified a core shift in vintage shopping culture: the joy of discovery had been replaced by sameness and decision fatigue.



Chloe's solution was simple, she leaned into the ritual of the vintage hunt. Rather than chasing trends, she positioned Penny Lane as a place known for its true 60s-70s fashion, and a refuge where customers can slow down, appreciate craftsmanship, and search for their vintage dream.

This direction came to life through a fashion film Chloe directed, shot, and edited, capturing the anticipation before visiting Penny Lane, and the hope that you're about to find your dream piece. Filmed in a historic Amsterdam apartment by the canals of Jordaan, the film leaned into this nostalgic lens through ornate interiors, soft light, and the irreplaceable beauty of a time that has past.

Extending this philosophy to the physical store, Chloe created a monthly in-store zine for Penny Lane's neighbourhood, the bustling suburb of De Pijp. Featuring "Penny's Picks" curated by staff, the zine celebrated local culture, encouraged community discovery, and reinforced Penny Lane as more than just another vintage shop, but a physical third space where likeminded people meet. Other assets, including collage-style cut-out videos inspired by paper dolls, further emphasised Chloe's direction towards touch, play, and nostalgia for the past.

Under Chloe's direction, Penny Lane didn't compete with fast fashion or the endless online choice. Instead, it leaned into something far rarer: a timeless, trusted destination, where vintage shopping is a tactile, in-person experience. 
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.
C. HENRY WOBBLE

CREATIVE DIRECTOR, CERAMICIST
2025

CITY OF MELBOURNE ANNUAL ARTS GRANT WINNER 2026
MELBOURNE

Henry Wobble is Chloe's ceramicist alter ego - named after her neighbour's cat she stole, and her love for imperfect wobbly clay. What began as a hobby has now become a deeply personal practice, shaped by Chloe's experience of migration and her ongoing search for home. 


As the creator behind the brand, Chloe envisions Henry Wobble as a vessel for storytelling. Drawing on our shared history of migration and motion, her work reflects a life lived across Singapore, Australia, and the Netherlands. Growing up Asian-Australian and moving continents multiple times, Chloe came to see home not as a fixed place, but as something you build, carry, and remake.

Through earthy, playful ceramic forms, Henry Wobble uncovers home as something fluid - growing, becoming, and travelling with us. Each piece holds a shared migration story: of those who moved before us, those moving now, and those yet to come.

For as long as humanity has existed, we have been migrating. Out of necessity, or out of choice, a migration story can be found in every family. For Chloe, migration began when she was five years old. Her family left the familiar island of Singapore, for a far larger, more foreign island of Australia. Growing up Asian-Australian, Chloe eventually made her own move to the Netherlands, where she was living for the last year. 
D. ASAHI

ART DIRECTOR,
ACCOUNT MANAGER
2023

PEDESTRIAN GROUP - 
PEDESTRIAN.TV, KOTAKU, GIZMODO

This campaign reimagined Asahi's sponsorship of the 2023 Rugby World Cup as a cultural experience rather than a logo placement. Drawing on Asahi’s rich Japanese heritage and the shared nostalgia of arcade gaming, the idea was to create something that genuinely excited both rugby and gaming fans.


Chloe shaped Scrum Saga, a retro arcade-style rugby game that invited plans to play, compete, and engage with the brand. Installed in sports pubs across Australia and launched online, the game brought fans together through competition and nostalgia, with a clear nod to Japanese gaming culture embedded in the design.

The result was sustained engagement and repeat play. The campaign delivered 214% more display impressions than projected, and 135% more page views, and over 7,000 game plays - showing that when a brand creates a cultural moment, audiences don't just notice it, they play with it.
E. LIFEBLOOD

ART DIRECTOR,
ACCOUNT MANAGER
2024

PEDESTRIAN GROUP - 
PEDESTRIAN.TV

Lifeblood’s core donors were ageing out, and Gen Z wasn’t stepping in. Blood donation felt outdated, clinical, and intimidating. Pedestrian Group needed to reframe it - not as a chore, but as something exciting and rewarding.




Grounded in Gen Z behaviour and pop culture, Chloe pitched a suite of ideas that treated donation as an experience, not an obligation. From a Twilight-inspired cinema blood drive, to collectible mystery-box gifts, each concept tapped into Gen Z trends to make blood donating more culturally relevant. 

The chosen direction focused on a myth-busting content series that cut through misinformation about tattoos, alcohol, and eligibility, as well as a lighthearted editorial competition that excited young people to donate.

The campaign rolled out nationally, reaching Gen Z audiences across social platforms and written natives, helping to shift perceptions about blood donation.
F. SUZUKI SWIFT

ART DIRECTOR,
ACCOUNT MANAGER2024

PEDESTRIAN GROUP - 
REFINERY29, PEDESTRIAN.TV, 

Working with Suzuki Swift, the goal was to position the car as a nifty accessory for trendy and busy city girls. Chloe framed the car beyond its specs, but rather a fashionable must-have for the creative cool girls in Australia.


The idea came to life through a fashion-led video series on Refinery29 and Pedestrian.TV, following Gen Z influencers and creatives such as Carmen Azzopardi through a packed day of fittings, events, errands, and and catch-ups with friends. The Suzuki Swift wasn't the hero of the content, it was a necessary part of her fast-paced life. Moving seamlessly from destination to destination, the Swift was easy to drive, easy to park, and easy to love. 

The campaign resonated strongly with its target audience of Gen Z and Millennial women, with 148% more video views than benchmarked, and 134% more page views. Chloe's campaign helped reposition the Swift as the go-to city car for a new generation.

chloechin17@gmail.com