About Jacky (a.k.a. TheBoyWhoCriedAction)

Jacky Lee is a Singaporean director and creative working under the name TheBoyWhoCriedAction.

Known for colourful, playful and offbeat work, he has directed and created projects for Singapore Airlines, Marina Bay Sands, Gucci, Singapore Tourism Board, PUMA, Porsche, Canon, Nespresso and Charles & Keith, among others.

His practice spans commercials, branded films, independent projects and collaborations across art and culture, bringing together more than a decade of directing and commercial experience with a strong emphasis on ideas, art direction, characters and humour.