Ask Diana

I’m an Experiential Director and Agentic AI Builder based in Singapore. For 15 years I’ve worked at the intersection of brand activation, immersive technology, and operational AI — appointed when the architecture is still open, holding creative vision, technical build, and production reality together. The through-line is launch integrity: the event opens, the cameras roll, and the experience is the brand statement. I’ve delivered US$15M+ across 10 APAC markets and built production-grade AI systems that work when they have to.

Brand activations where the constraints are structural — flagship store openings, Olympic pavilions, campaigns that have to work on opening day. Immersive experiences built across physical and digital space: interactive installations, mixed-reality environments, projection mapping systems where the experience itself is the brand signal. Agentic AI systems where operational precision matters: retail assistants, content engines, multi-agent workflows designed for production behaviour, not laboratory conditions. The common thread is scope fluency — the capacity to hold creative intent, technical requirement, production reality, and audience experience simultaneously.

It means being brought in early enough that the vision is still shapeable — not locked into a vendor contract, a technical platform, a timeline that is already immovable. I don’t join projects to problem-solve around existing decisions. I join them to be part of the decision-making itself, when the disciplines still speak the same language, when creative, technical, and production teams can move together. Version 1.0, not beta 0.8, is the outcome. That appointment model is the only one that works for launch-integrity work.

I’m based in Singapore. My projects have spanned more than 10 markets — from India to Australia — though not all required being in-market. Some are physical builds; others are digital campaigns or AI work delivered remotely. The deeper builds are concentrated in Singapore and Japan: flagships, pavilions, retail experiences, and technology integrations for P&G’s SK-II, alongside independent AI projects. The geography shapes the work: APAC markets move fast, production timelines compress, and the stakes for launch precision are highest where the build cannot be iterated post-launch.

Get in touch via the contact page or the chat. I take on full-scope experiential projects — strategy through delivery — where I’m appointed when the architecture is still open. I also consult on agentic AI systems, advising on production-grade agent architecture and operational safety. If your project requires holding creative vision, technical build, and production reality simultaneously, and your timeline is compressed enough that iteration is not an option, I’m the right fit. If it’s exploratory work or proof-of-concept phase, I’ll be honest about that being outside my appointment model.

Launch integrity is the principle that a brand’s public moment — an event, a flagship opening, a live installation, a campaign launch — is not a testing environment. It’s a brand signal, photographed and shared in real time, with no rollback. That constraint changes everything about how you architect the experience, manage risk, and coordinate across creative, technical, and production disciplines. It’s why early appointment matters. It’s why specification discipline matters before the build starts. It’s why every decision trades against the immovability of opening day.