BLKJ is an independent creative agency based in Singapore. Founded in 2016, it is relatively new, but is helmed by veterans of the advertising industry. Led by Joji Jacob, former Group Executive Creative Director at DDB, BLKJ rose up the ranks and clinched numerous awards, including “Agency of the Year”, in just two years. The agency would only continue its upward trajectory, building a roster of trailblazing advertising talents and creating truly engaging work.

“Our ambition is to create work that people will welcome into their lives.”

BLKJ tackles their work with this ethos, setting to differentiate their work from current industry players. With a people-centric strategy, they generate content that barely resemble ads, creating powerful brand identities and connecting said brands to their audiences. Their award winning campaign, “The Fastest Band In The World” embodies this school of thought. In 2018, Starhub was certified the fastest network in Singapore. In order to visualise this, BLKJ assembled a band of the fastest musicians and dancers, making a music video disguised as an ad. The video generated considerable hype, levelling up Starhub’s brand engagement.

 

From a design standpoint, I appreciate how BLKJ’s design language stands out among other agencies. The office cultivates a culture where creatives thrive. Their work include aesthetics that incorporate modern design, and explores current trends to stay relevant. In their work for Tekka Online Market, the key visuals are inspired by Brutalist design cues, a style that resonates with my own work as well. The aesthetic ties in very closely with the intent of the campaign, in this case, the gentrification of a wet market.

 

With advertising being a viable career option after graduation, BLKJ’s work, from impactful ideas to the execution, definitely inspires me create work that inspire, and to design with purpose.