01. about
Hello there! My name is Ade, and I'm on a mission to dissolve all the colour in my head.
Whether it's Web3, commerce, or AI - to me it's the same thing: strategy. The space changes, the thinking doesn't.
I've spent the last few years building things in spaces that didn't have playbooks yet. Leading product launches and IP development at Crypto.com, running operations and writing PRDs for a crypto project as its COO, doing BD with the likes of Binance and SM Entertainment, and growing communities from zero to six figures along the way. My work tends to live somewhere between product strategy, creative direction, and "we'll figure it out as we go." I like it there.
When I'm not working, I'm usually still in it — just differently. I'm building my own OpenClaw bot, going through Anthropic's AI courses, hosting casual gatherings where friends and strangers come together to geek out about AI, and staying plugged into Web3 communities like Abstract and Paradex.
I also emcee professionally and host a mean board game night. I think the best thinking happens when you're surrounded by curious people and not trying too hard.
Have a look around — or say hi at natalestee@gmail.com.
click below to find out more about my experiences
0.2 endeavors
a series of work things i've done that make me seem legit
This was a moment for all of us. we remember getting goosebumps from seeing the transition of Awan (HK actor) who was playing Hiro, into an animated character. this was a tangible representation of what we had intended to do to create a physical experience that would traverse into the metaverse.
Advisor - IP Development, Creative Strategy, GTM
Led Team in IP Creation & Narrative Development
Brand & Campaign Strategy
Partnership Operations
Creative Director
Ecosystem Design
Partners we worked with:
THE PROCESS
Hiso was an NFT project built around an original IP — a character called Hiro with the ability to traverse multiple worlds. I led the creative and product strategy end-to-end: developing the narrative and lore, directing the art across three distinct environments (descendent, modern, dystopian), and producing a trailer that brought the character to life through a live-action-to-animation transition.
A big part of the role was thinking strategically about how to maximise every resource. When we flew to Japan for an event with Atmos Japan, I saw an opportunity to turn a single trip into an entire content pipeline. This included coordinating influencer activations, a multi-format shoot across locations, and marketing assets that could fuel weeks of campaign material. It was about getting 10x the output from every investment.
We also presented NFT Asia: Crossing Worlds at Scape Youth Park — Singapore's first metaverse festival. My focus was on using the event to bridge Web2 audiences into the ecosystem and convert interest into presale momentum, while managing stakeholder relationships across the partnership.
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ART & WORLD- BUILDING
We wanted a name that was iconic and easy to remember and that's how Hiro was born. Drawing from old anime references and our collaboration with Atmos Japan, we chose a Japanese name and leaned away from the typical action heavy narratives in Web3.
Working with Superpixel, we developed three distinct worlds (descendent, modern, and dystopian) each representing a different timeline. The brief to the art director was that each environment needed to feel timeless, not locked to its era. Hiro's ability to traverse between worlds was the narrative thread, but it also reflected something we wanted the brand to stand for: the idea that the most interesting things happen when you cross into someone else's world.
DESCENDENT
MODERN
DYSTOPIAN
working with xctuality to animate and simulate the different worlds and metaverses
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HISO x ATMOS in Japan
We found ourselves in the office brainstorming creative ways to boost traction using the trip to Japan. At one point, we even jokingly considered the idea of bringing a bunch of pugs and monkeys to the Atmos store (we had a good laugh about it), thinking it would make a hilarious headliner and give us something to talk about.
Of course, we didn't go through with it. We flew to Japan for an event at Atmos, but I didn't want to make the trip just for that — it would've been a waste. I put together a plan to produce an entire set of marketing materials while we were there, using Japan as the backdrop for Hiro's descendent world. TeamLab gave us the ethereal, dreamlike setting we needed, and we brought along designer costumes to bring our storyboards to life across multiple shoots. For the modern theme, I styled the models using pieces from Atmos Japan's upcoming season. One trip, multiple campaigns worth of content.
models at HISO x Atmos Japan
idea moodboard for dystopian female
New Dawn collection
BTS in Japan,
featuring New Dawn on model for Dystopian
NFT ASIA
HISO presented NFT ASIA: Crossing Worlds, Singapore's first metaverse festival at Scape Youth Park. There, we managed to connect a bigger Web 2 audience to educate them on how they could particiapte as regular audiences, and to steer our presale buyers
on set filming Dystopian in Singapore at a random back alley
MAKING OF TRAILER
From it's initial ideas of Hiro, to the environment of the different worlds, one of its final touches to ensure that the trailer was immersive was also its costumes. After countless nights of asking around and connecting with independent fashion designers, I managed to pull together multiple sets of costumes that went well. (I always loved fashion anyway!) Special thanks to MIRL and Design Orchard for making this possible. A huge appreciation to NotBros for producing and staging this trailer with me, and their crew for the filming and editing of this video.
Designers/ Labels:
Ther Yang
Serina Lee
Esh by Esther
Syne
B-nary
As Intended
Atmos Japan
designer pieces by Serina Lee
APAC Corporate Communications
& Socials Intern
social media management
coordination of activities across 10+ offices in the APAC region
PR & in-house messaging
copywriting, creation, collateral production
brands worked on:
I started at Heineken during COVID, and within weeks my hiring manager left — which meant me and another intern ended up reporting directly to the APAC Communications director. Simultaneously, the entire PR team had undergone a significant rotation, creating a unique environment where we had to collaborate closely to overcome various challenges regardless of our seniority.
I ended up owning things I never expected to, like crafting internal key messages for Heineken's new Purpose & Values rollout, coordinating activities across 10+ offices in the APAC region, and producing video content for employee branding.
We actively contributed our ideas to strengthen HEINEKEN's corporate branding and took full ownership of these initiatives. One particular highlight for me was producing a farewell video for Ping, which deeply touched the hearts of many colleagues. (and mine!) Filming and editing her video shed light on the strength of our internal community and the vital role of PR in fostering employee camaraderie
(many tears were shed while i filmed this)
PING's farewell video
interviewing head of innovation & design, cameron
(real fun guy)
HEINEKEN 0.0 commercial
video series BOOST - a PR effort
Internal congratulatory video
some stuff on HEINEKEN's social media
Public Relations & Social Intern
Media Monitoring
PR Releases, Pitch Notes
Media Outreach
Content Creation & Management
Clients serviced:
In my free time I used to look up advertisements on Youtube, and always loved the work Ogilvy produced. Here, i learned the know-hows of PR - crunching pitch decks (and it was here i learnt how quality pitch decks truly looked like), media monitoring reports daily, translating articles, sending out pitch notes to media. I also managed the content creation and social media postings of Gillman Barracks. The guidance of my inspiring and helpful supervisors truly taught me what taking full ownership of your work meant.
When i had the opportunity to, I also jumped at taking up other sorts of job scopes. I followed Claudio, our creative head to shoots, and also got the chance to spin out a couple articles under The A List, which was an initiative started by National Arts Council.
Advisory & GTM Growth
Advisory (Growth Strategy & GTM Execution) leading to $5.5M sell out
Brand Positioning & Identity
Partnerships, Growth - 0 - 100k followers, 6 weeks
VIP Event Curation (Singapore, New York)
Curated and led a team handling cross functional coordination (Growth, Marketing)
Bubbleworld started with a DM. Anton from the Bubblehouse team reached out, and what began as marketing consultancy quickly turned into something bigger — I was given the reins to lead a task force executing the entire GTM strategy for a multi-million dollar NFT collection backed by investors like Soma Capital, SV Angel, Steve Aoki, Post Malone, and David Guetta.
I positioned Bubbleworld as a premium membership brand — black and gold, targeting the more affluent traders in Web3. The collection's ties to creators like Purple Guy (1.1M), Brooke Monk (45.6M), and major VC players meant we needed branding that matched the calibre of the people behind it.
For growth, I designed a multi-week treasure hunt campaign. We loaded Ledgers with digital assets and scattered them across different countries through our partner network, then built social media hype around the mystery. It worked — we grew from 0 to 100K Twitter followers in 6 weeks while barely revealing anything about the project itself.
The final Ledger was hidden in Singapore. I planned and ran an exclusive dinner party at a secret location for 100 curated VIP guests — a mix of Web2 and Web3 influencers, VCs, and crypto partners from my personal network. We hosted a Q&A with the US team and unveiled the full project details. It was my first time leading something at this scale, and it led to a successful sellout of the collection.
This project also took me to New York for NFT NYC — my first trip to the Big Apple, courtesy of a first-class flight from the Bubbleworld team. It left a mark.
Highlight reel of event organised in Singapore
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Collaterals created for marketing campaign
GTM Strategy & Product Manager
(Jan - Aug 2023)
Product Development & Strategy
Brand Positioning & Creative Direction
Creator Network & Merchant onboarding (Partnerships)
MCN Operations
Clients serviced:
I was brought in through word of mouth to build something that didn't exist yet, a TikTok live commerce channel for a brand starting from zero in an emerging sector. Reporting directly to the CEO, I had full ownership of figuring out how to make it work.
That meant designing the MCN structure from scratch, creating onboarding processes for both streamers and merchants, and personally recruiting a network of around 50 creators. Within three months, I'd onboarded 8 merchants and our top-performing stream hit 60K SGD in GMV. A big part of the job was navigating TikTok's whitelisting process which nobody had a playbook for, which included building a direct relationship with TikTok's team. That partnership eventually led to us co-hosting seminars at their office to attract new streamers.
One of the highlights was being brought in three weeks before Singapore Food Festival to set up LetsTok as the official livestreaming partner. I ran the entire operation. from securing TikTok's support and partnering with merchants, to organising Creator's Night (100+ creator signups, oversubscribed), to running daily livestreams across a two-week period. I also emceed and created content on the ground with merchants, which was genuinely one of the most fun stretches of work I've had.
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Self taken - Chocolate Origin Brand photos
Chocolate Origin PR event
with 987FM
Collaboration with Top tiktok streamer, ShopwithAngeline
livestream at Chocolate Origin clocking in 60k GMV (low unit prices!)
Singapore Food Festival 2023 — official livestreaming partner. 100+ creator signups, daily livestreams across two weeks, merchant partnerships with Chocolate Origin and CacaoCat.
Some snippets of the BTS during SFF, with our local celebrity guests such as Bernard Tan, Robert Kwok, Benjaming Heng and more!
Live commerce in action — TikTok streams with merchant partners during SFF, driving real-time sales conversions.
BD & Growth Strategy
Mar - Jul 2022
Web 3 market research/ landscaping
Partnerships Strategy
Product Experience & UX Improvement
Socials Strategy
Projects worked on:
I got into Binance through a DM on X which, in Web3, is basically a job interview. What started as a conversation about market sentiment turned into a role where I was representing Binance NFT directly, building relationships with some of the biggest KOLs in the space and figuring out how to bring Web2 entertainment giants into Web3.
The most exciting part was working on partnerships with SM Entertainment and YG Entertainment, two names that don't need an introduction in Asia. The challenge was translating their IP into something that made sense onchain, while making the platform experience smooth enough that their teams would actually want to use it. I spent a lot of time in the product itself, flagging UX issues and pushing for changes that would lower the barrier for new partners coming in.
0.3 passion projects
