Meet Benjamin, the content creator behind The Similing Afro, blending creativity and strategy to produce content that captivates and connects. With years of experience across filmmaking, advertising, and digital media, he has mastered the art of delivering messages that resonate—whether in a short, witty sketch or a compelling brand campaign.
His distinctive style and ability to infuse humour into impactful narratives have made him a sought-after creator in the industry. Today, he continues to push creative boundaries while staying true to his mission: to make people smile, laugh, and remember the story long after the screen goes dark.
How did the persona of The Smiling Afro come about, and what inspired you to build a brand around it?
Long story short—when I was in secondary school, my hair was kept short, so I never realised I had naturally curly hair. When I went to polytechnic, I decided to grow it out, knowing that national service was ahead of me and I wanted a phase in my life with long hair.
As it grew, I noticed it wasn’t growing downwards but upwards, creating a distinct afro. Being Chinese, it made me stand out, and it changed the way people reacted to me. I decided to grow it out fully, and it became a talking point.
Down the road, I wanted a nickname that reflected my personality—I liked making people laugh and creating funny videos. The afro was unique, and I loved to smile, so I settled on The Smiling Afro.
It started as a nickname, but after completing national service, studying filmmaking, and graduating from film school, I decided to create a YouTube channel to showcase my videos.
Unexpectedly, the channel started attracting clients who wanted me to create videos for them, and the brand took off. Seven years later, The Smiling Afro has become both my nickname and my brand.
You have worked in short films, features, and advertising. How have those experiences shaped your approach to content creation?
I’ve been in the industry for 17 years—half my life—and those experiences have shaped my understanding of storytelling. Feature films taught me long-form storytelling, short films challenged me to tell a story in less time, and advertising required me to convey a message even more quickly.
These skills now allow me to create compelling social media content where stories sometimes have to be told in one minute or even 15 seconds. I value being able to adapt storytelling to different formats.
Find your brand, know what you stand for, and stick with it. Don’t change your style or values just to chase views or please a certain audience.
What is your creative process like from concept to shooting when producing light-hearted yet impactful videos for other brands?
The process is often quite short. I start by reviewing the brief and identifying the main point to highlight. Then I think of a relatable life situation that can be presented as a short sketch or story, adding a comical touch while weaving in the brand’s key messages.
Once the client is happy, I produce, film, and release the video.
What has been your most memorable or meaningful brand collaboration so far, and what stood out to you?
One that stands out was during COVID, when many companies offered services allowing people to pay creators or celebrities to send personal messages to loved ones.
A friend engaged me to send a message to someone’s father, who was a big fan of mine. It wasn’t the biggest payout, but it was deeply meaningful to know that my work could bring joy and comfort, especially during a challenging time.
What do you think makes a video go viral?
Timing plays a huge role. If a topic is trending and you produce a video around it, people are more likely to watch, comment, and share it.
Once engagement builds, the algorithm pushes it to a wider audience. Viral success often comes down to the right topic at the right time.
What advice would you give to aspiring content creators who want to stand out while staying true to their personality?
Find your brand, know what you stand for, and stick with it. Don’t change your style or values just to chase views or please a certain audience.
If your only aim is to get the most views and followers, you risk losing authenticity. Build something that lasts, even if it grows more slowly.
What’s your vision for Singapore in the next five years?
I believe Singapore will become even more technologically advanced, but I hope we remain personally connected. Technology should bring us closer, not create more disconnection.
If you could have a superpower for one day, what would it be and why?
Teleportation. I’d spend the 24 hours visiting places around the world on my bucket list.
Connect with Benjamin: Instagram, Facebook and TikTok.
