Fetish Lab


Contrary to common perception and socio-psychological influences, the subject “fetish” carries much more significance, beyond the sexual or erotic cues. As of December 2014, experts have categorically proven that

Amongst the case studies, a particular one stood out, displaying textbook qualities, behavioural patterns and characteristics of a fetish in the above mentioned research.


The specimen that corroborates the findings is FETISH. Aptly named, FETISH LAB is a global creative collective that produces audacious brand communications and interactive experiences for people who hate advertising.

The crux of its fetish lies in the belief that the big idea can morph and shapeshift to be right on the money helping clients on the ever-changing media and business landscape.


Repeated trials have shown FETISH LAB possessing a penchant for the extraordinary. Its behavioural patterns display nimbleness and dexterity that contributes to creating industry-shaping ideas that utilises technology driven by creativity to fully optimise its client’s marketing requirements.


Data collected reveals members of FETISH LAB to descend from differing yet common backgrounds. Each has been exposed to early induction and experiential training at various major advertising institutions, namely Wieden+Kennedy and Kinetic. They have accumulated knowledge and know-how through direct involvement and execution of local, regional and global projects, ranging from brand communications across all media.

In due course, they have been credited and awarded by international award shows like Cannes Lions, Creative Circle, D&AD, One Show, Spikes, Webby, YoungGuns and The FWA.


prop fiction

Hermès Window Displays - The global creative theme for Hermès 2017 is Object Sense. We interpret this theme by using the concept of sounds made by objects where it’s a form that could convey a feeling or message. We showcase the inner workings of a Hermès piano as a metaphor that reveals the secrets of the house objects where they work and play in harmony. Find out more

prop fiction

Tokyobikes, hacked and modded with bells with an array of different sounds, carol harmoniously to surprise Christmas revellers. Find out more

Singapore:Inside Out

ToToToday is the world's strangest lottery number generator. Today could be your lucky day.


Finally. A back-to-basics app that helps you disconnect from the virtual world and connect with family and friends. By simply getting you off your smartphone. Find out more


Kinetic V5 is a fanzine - a smorgasbord of macabre pseudo-science. We blur the lines between fact and fiction - reflecting what the agency does daily. Each page also tells a story, blending in our history, philosophy and favourite lunch dishes in one frenzied publication.
Find out more


Maki-San is Singapore’s first ever fully customisable sushi store. Being offered a wide selection of fresh ingredients, diners can pick and choose precisely what goes into their Maki.

To make the customisation angle fun, we designed an interactive and quirky “Maki customiser”. Users could pick their own ingredients to make a musical animation which could then be sent to friends and family. No two animations are quite the same, just like how every Maki roll is so unique.
Find out more www.rollwithmakisan.com

nike game on world

At the height of the Olympics season, Nike set out to super-charge the local running community. Athletes could take part in various Nike+ Challenges at a guerilla store set in Peranakan Place, one of which was to compete in the total miles ran within the South East Asia region. There were synced treadmills that were hard-wired with animations which changed based on runners’ speed. The multiple stations allowed for instantaneous Nike+ product demonstration and engagement. Find out more

Singapore:Inside Out

An animation contributed to the "Bank of Kinetic" - Part of Singapore Tourism Board's Singapore: Inside Out exhibition. Find out more

Favourite Website Awards (FWA) launched FWAwebTV to feature creative agencies live, once a week for one hour. This one-hour window gave agencies free play. Some showcased their work and workplace. Kinetic championed a charity to raise funds for the needy. An online auction BYE BUY ME was created for The Salvation Army. Up for bidding via Twitter were donated items from the Salvation Army's thrift store which have parted ways with their previous owners. Items ranged from the whimsical to the novel. Find out more

Watch full-feature gif films categorised by genre or create your own director's cut with the gif movie maker app. Find out more

An in-store interactive retail experience for the launch of Nike CTR360 football boots. A product that thrives on precision control. Find out more



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