Our Story
Our Mission
At CAKE, we use creativity to push the boundaries of storytelling.
We’re passionate about crafting stories that resonate deeply, connecting you with your audiences in meaningful ways. Our adaptability ensures we stay nimble, allowing us to help you meet your business needs with confidence.
The Journey So Far
The CAKE Collective’s journey began in Singapore, 2010, with Kevin Lee’s vision. Originally focusing on commercial photography and studio portraiture, CAKE’s rebirth as a creative consultancy in Vietnam in 2019 marked an exciting new part of the CAKE Collective story.
The Next Chapter
With the combined creativity and expertise of key team members including Kevin Lee, Louis Corallo, Frederik Wissink, and Samantha De Silva, we’ve evolved from a production house to a creative consultancy.
This pivot is a result of our dedication to effective brand storytelling, innovation, and adaptability.
Join us on this journey: let’s create something unforgettable together.
Our Team: The CAKE Collective
Meet the folks who bring your vision to life. At The CAKE Collective, we understand that every story is unique, and we’re passionate about helping you tell yours in the most meaningful way possible.
Kevin Lee
Kevin hails from Singapore and has been working in creative industries for over 15 years. After an early start in his career designing websites, Kevin rediscovered his love for photography over a decade ago. Currently residing in Saigon, Kevin brought CAKE with him, tapping into the young, vibrant, creative, and collaborative spirit that is ever-present in Vietnam. As founder and executive producer at CAKE, Kevin brings creative firepower to the table, while also leading the team and helping businesses in Asia and beyond find the success they deserve.
Louis Corallo
Once a child drawing his vivid imaginings in comic form, now Louis tells stories with bigger toys — and more friends! Video is the medium of the day, and Vietnam is the inspiration.
Louis started out as a director of photography (DOP) and storyboard artist during his movie-making days in London.
Now, he’s spread his wings out further afield in Vietnam, where he has directed music videos, commercials, and award-winning documentaries for regional audiences across Southeast Asia.
Frederik Wissink
In the past 15 years as a professional photographer, Fred has seen it all, and likely photographed it. From recording thundering explosions at open pit mines to fine dining experiences in luxury hotels and restaurants, there isn’t one style of photography he calls his own. Every client is different and every project is different. He brings the same amount of energy and enthusiasm to a family portrait session as he would to a high fashion magazine shoot. With more than two decades of experience living and working in Asia and more than half that time in Vietnam, he knows the region and its people.
Samantha De SIlva
Originally from Singapore, Samantha has been supporting clients with content strategy and content creation for over 15 years. In more recent times, she developed Where’s Najib?, an indie mobile game that received mainstream press coverage, as social commentary on the 1MDB scandal. Now based in Saigon, Samantha lends her creativity and a wealth of expertise in content ideation, strategic planning, messaging, content creation, content roadmapping, and AI-assisted content creation systems. She’s passionate about helping brands and companies say what they mean, to the right people, at the right time.