Meet Bertram, the founder behind one of Singapore’s most disruptive digital content agencies—a creative strategist who began his journey in 2012 with a camera and a passion for storytelling. From long-form YouTube videos to today’s viral short-form social media content, he has stayed ahead of the curve by combining creative instincts with a deep understanding of data and strategy.

As the brain behind thousands of high-performing videos and social campaigns, Bertram has helped businesses generate not just views, but real results—from 5-figure impressions to 6-figure revenue spikes. Whether he’s coaching clients to stop guessing and start testing, or building brand strategies that punch through digital noise, his goal remains the same: to turn content into impact and brands into movements.

What inspired you to dive into the world of creative content and digital marketing?

I’ve been in this space since 2012. I started out doing video production—mainly long-form videos for platforms like Facebook and YouTube, which were popular at the time. Around 2014 or 2015, Instagram began gaining traction, and I noticed a rise in surface-level content that didn’t really move the needle for brands.

That frustration became my fuel. I wanted to create work that was not just viral, but valuable. That’s where the idea of building a content “gas station” came from—to bring energy, purpose, and strategy into content creation.

For me, it’s never just about vanity metrics; it’s about content that resonates and drives results. My north star has always been this: “The goal is to be remembered.” That mindset has driven everything from producing long-form videos to now running social media campaigns that generate virality, sales, and tangible business impact.

Can you walk us through your process when turning a raw idea into a full-scale brand strategy?

Strategy is always the starting point. Clients often come with many content ideas—TikToks, carousels, blogs—but I always bring them back to one key question: why are we doing this? Are you building exposure, generating leads, or converting sales? It starts with identifying the core pain point.

Then, I assess their target audience—who we’re speaking to, how to cut through the noise, and what makes their brand different from others in the same space. In today’s crowded market, differentiation is essential. My approach is always unorthodox—I aim to be disruptive. I ask, “How can we earn the right to interrupt the market?”

That’s when we layer in storytelling, content formats, platforms, and execution. Whether it’s short-form video, paid media, or brand campaigns, everything must start with strategy that solves a real pain point and builds emotional connection.

What do you think makes video such a powerful tool for brand growth today?

I always say video is like a punch—it must be clear, emotional, and impactful. The proof, the story, the energy—everything has to hit in one shot. You can write hundreds of posts, but sometimes, all it takes is one great video to convert a stranger into a believer.

Just this year, we’ve created over 5,000 short-form videos, each averaging 40,000 to 50,000 views. It’s not magic—it’s execution. A mix of the right strategy, storytelling, and volume creates that impact. Video is visceral, immediate, and it makes people feel something. That’s why it works.

For me, it’s never just about vanity metrics; it’s about content that resonates and drives results. My north star has always been this: “The goal is to be remembered.”

How do you balance creativity with data when designing content that converts?

Creativity lights the spark, but data keeps the fire burning. I often hear business owners say, “I hope this campaign gets leads,” and that always triggers me—because we don’t build brands on hope. We test hooks, video lengths, introductions, captions, and every other element.

Data shows us what’s working, what’s not. If a post underperforms, we adjust. If a video drives results, we double down. Our creative process is consumer-centric. We design for impact, not ego. When you let the numbers guide your creativity, you stop guessing and start growing.

What are some common mistakes businesses make when trying to scale their brand online?

The biggest one is outsourcing their identity. They mimic others instead of building their own voice. They also confuse noise with value—just because something goes viral doesn’t mean it’s valuable. Branding is not an event, it’s a compounding process.

Another mistake is giving up too soon. One failed post doesn’t mean your brand is failing. Scaling requires clarity, consistency, and courage. You don’t scale confusion; you scale conviction.

What do you think makes a good entrepreneur?

I think good entrepreneurs are forged through tough decisions and harder consequences. I’ve made my share of mistakes—in partnerships, finances, and strategy. But over time, I’ve learnt that a good entrepreneur must listen—not just to the market, but to themselves.

Entrepreneurship isn’t about the best idea; it’s about clarity under pressure. You need to be the calm in chaos, the guide when things go dark. Problems will always come, but a strong entrepreneur outlasts the storm with grounded clarity and direction.

What’s your vision for Singapore in the next five years?

I see Singapore moving deeper into content-driven commerce. Creators are no longer just entertainers—they’re becoming company builders, community leaders, and culture-shapers. Video will become the currency, speed will become the superpower.

Whether it’s product-led or people-led, the brands that thrive will be bold, visible, and built with purpose. I believe Singaporean brands and creators will start showing up even before they’re fully ready, and that’s a good thing. We need more courage in our content.

If you could have a superpower for one day, what would it be and why?

I’d want the power to give people absolute clarity—just for one day. Imagine being able to wipe away the noise, fear, and second-guessing, and truly see what matters.

One day of clarity can change someone’s life. Most people know what they need to do—they just don’t trust themselves enough to do it.

So if I could help them see their own path clearly, just for 24 hours, that would be my power. Because clarity is underrated, and momentum begins the moment you press ‘upload’.

Connect with Bertram: TheGasStation, Instagram and TikTok.