Grab
Introduction
Grab is more than just the leading ride-hailing and mobile payments platform in Southeast Asia. Grab uses data and technology to improve everything from transportation to payments across a region of more than 620 million people.
A “non daily life”
Working in client-side is a great experience, especially in a big corporation such as Grab. You work with many Verticals (departments or business units) and for various products. Each single day is different. Each hour could be different. At every moment, you might have to leave the beautiful office in order to join a meeting outside or called for being in a TVC shooting. A Brand never stops. There’s always something which is happening. For some people, it’s might be frustrating and annoying. To me, it’s my fuel.
Mr. Jerry LIM, CEO Grab VN
(photos by mynkao)
DI
VER
SI
TY
Diversity about what you are doing.
I approach the Creative Group Lead position like someone who has to take care of an engine. In this today world, no one and nothing works alone. Everyone, everything is interconnected. Resources are limited (budget, people and time). So it’s all about how you perform and optimize those resources.
So you need both, to get the big picture of what is happening (and what will happen) to the department you are responsible for (in my case is the Creative team) and to have an opened eye about what’s going on in some other Verticals you work for or interact with. To be realistic, you might not be able to follow every single job request in detail requested to the Creative team. The ones who know exactly what is happening is the Creative team itself. So it’s crucial to design and maintain a system, where the Creative team, the Creative Lead, the Marketing team and every Verticals are able to see the works in progress in real time.
Diversity about the people you meet.
Working with the local team and many Verticals is very exciting, you are in the heart of the business. From them, you get accurate insights of the end-consumers. Very powerful and useful. As a Creative Lead, you have the opportunity to meet people such as Photographer, 3d Designer, Developer, Print House, Film Director, Producer, Singer, Actor, Journalist and of course Drivers. Finally, with all the new kinds of technology that able to communicate everywhere at anytime, you become almost omniscient. So your location and time zone doesn’t matter. What matters is the ability to respond on time, being reactive. All of this allows to connect with the Regional team, from several different countries.
GA
THE
RED
Gathered around principles
Each person is different. Gender, age, language, country and culture. It’s impressive to see how a Brand is able to federate all kind of people. It definitely broaden your horizon. Let’s be honest: we all are motivated by money. We all need it for achieving what we aspire to. And we also all want is an impressive job title in our business card in order to “exist”. Those things are parts of the human being. Those stuff motivate people, but what moves and federates them is another story. What move people at Grab are their common principles.
GRAB OFFICE,
beautiful or modern
working environment
(photos by mynkao)
When you are Creative Lead, it doesn’t mean you only have to lead by giving directions, supervising the production to ensure they are well executed (QC), training about strategic thinking of the teammates, recruiting new talents, overseeing the job requests from the Marketing team and all Verticals (traffic) and making sure the Brand guidelines are adhered to. You also have to lead by example, and “get hands dirty”.
So, I was asked to take photos for communication and PR purpose. I really enjoyed to do that. I used to think, photography is always a good excuse to make connection with people we don’t know. I don’t approach photography by taking photos just like pushing the “click” button on the camera. I don’t really take photos, I share moments. And then, the output of that moment comes in a form of a picture.
5th
ANNIVERSARY
(special report)
It has been 5 awesome years for Grab in Vietnam. A perfect occasion to celebrate that event. I have been honored to design that special report, in both Vietnamese and English languages.
DAX INTERVIEWS
(drivers)
The job of the Drivers is to… drive. It’s not part of their job to be interviewed. So beyond the questions we have to ask them, it’s our job to prepare the interview and to create a good environment. I’m not only talking about the location and the decoration. I mean an environment that makes the Drivers feel comfortable. Even time is limited and there are many Drivers to interview, we have to take the time to communicate and talk to them first, creating a kind of relationship. Because at the end of the day, what we want from them is sharing their best experiences as a Drivers within the Grab family.
In this digital age, especially on social media, everyone wants to look good on Facebook, on Instagram, on Youtube and so on. Everyone. So it’s also our job to share with the Drivers some tricks that help them to look better, especially on a video interview. These are some tricks that have been shared:
- People talk with their mouth, however their body language is important. So we asked them to express themselves with their hands as well.
- People talk with their mouth, but tell the truth with their eyes. What we look for, especially the audience in an interview is: truth and authenticity. So, one trick that is able to see if a smile shows real happiness is, to pay attention about the eyes. Sincere people talk and smile with their eyes.
- Last but not least, “be yourself”. I think, we should not look for perfection, and even look for imperfections. It shows the beauty of humanity, something touching, something that connects with the audience.
Behind the scene
GRAB ACADEMY
(Business Owner
interviews)
https://grabacademy.vn/learn/14
ⓒ Grab all rights reserved
Phỏng vấn: Trâm Lê
Powered by Brands Vietnam
As I wrote about the “Dax Interviews” above, people usually don’t get used to have an interview. So it’s not a normal stuff for most of people. Plus, did you ever try to talk to a thing (which in this case is a camera)? It’s not easy right? That’s why I suggested, to request someone to ask questions, so the answers and the behavior of the Business Owners is more natural.
Btw, as a Creative Lead, what is cool is to be able to participate to interviews, it allows to get out of the office, to get out of the comfort zone. As a creative, we should be able to change from time to time our working environment. It stimulates our brain and the creativity.
GrabFood
behind the scene
I has been a great experience working with Kols such as Hari Won & Trấn Thành. They are very friendly and high-demanding, always willing to go the extra-mile. So on the stage, everyone focused and worked as one big team, in order to make a great content.
GrabExpress
“Chị Năm Rảnh” campaign
Hero Video
Behind the scene
The people behind the camera
So many attentions, for a 2 or 3 seconds video sequence
An immense studio
It’s all about framing
One of the most humble and friendly Celeb I have ever met
Lovely cake brought by Ms. Thu Trang for the team. Very nice from her.
GrabBike
“Mọi nơi, Mọi lúc” campaign
Make up team and personal staff in action
Reviewing in real-time about how the photos look like
Soobin Hoàng Sơn, a friendly singer
At Vivo City
On a shooting, everything matters. Especially all the details such as, copies displayed on a T-shirt or logos on the shoes of the main character (KOL). Some people may think “we can remove it later”. First of all, the photo retouch must be well done, and to do that, it needs time (which is something we do not have in the advertising world). The second detail to pay attention is, to make sure the Brand’s logo looks good. Honestly, it’s not an easy to pay attention to all this stuff, because everything happens so fast. But they are definitely things to keep in mind. And last but not least: to make sure the action of the KOL is aligned with the slogan. At the end of the day, a photo is the visual translation of a message.
GrabRewards
“Wheel of Fortune” campaign
Grab is one of corporation which is big enough to be able to offer Rewards. One of the objective of the Rewards, is to build the Brand loyalty with the customers, keeping them excited and engaged with the services of the super app.
Creative Group Lead:
mynkao
