Uprising: Why Sen Ree Is his Own Harshest Critic

Sen Ree Ooi is starting to stand out in Singapore's digital creative landscape.

As a 3D FX artist at Heckler Singapore, he has already produced a slew of strong work after only two years at the company.

With a dynamic portfolio that includes campaigns for Sprite, Downy, Rexona, Coffee Boss, and Ariel Peak, Sen crafts digital simulations and procedural workflows that bring both realistic and fantastical elements to life.

Sen’s fascination with visual effects began in his childhood.

“My dad loved watching films, no matter how trashy or silly,” Sen says. “Growing up, I’d watch them with him and was always amazed by how they were made.”

Movies like The Lord of the Rings, 2012, and Transformers inspired Sen deeply.

“These films made me think, 'Oh, I wanna do that.'” 

This kernel of inspiration ultimately led him to study Digital Visual Effects at Nanyang Polytechnic.

Initially, Sen was sceptical about Houdini, the software that would become pivotal in his career.

“I was a naysayer at first,” he admits. “It was only towards the end of school that I realised how efficient and deep Houdini was.” This revelation allowed Sen to create intricate simulations and visuals that significantly shaped his artistic journey.

Before joining Heckler, Sen honed his skills in television dramas and commercials. His work included VFX for Till We Meet Again, The Ferryman: Legends of Nanyang, and Strange Legends of Tang Dynasty. He also worked on commercials for Ben & Jerry’s, Samsung, and Paradontax.

“I loved working on these diverse projects,” Sen says, reflecting on his broad experience.

Sen’s notable projects so far include work for Lazada, Sprite, Ariel Peak, and Boss Coffee. He was also involved in Downy’s Primadonna and Lancome campaigns.

“Each project presents a new creative challenge,” he says. “It’s all about pushing boundaries and exploring new visual territories.”

Sen acknowledges that he’s still developing a distinctive visual style.

“I haven’t really established a visual style yet as I am still experimenting and learning on the job,” he says.

His sources of inspiration include movies, artist reels, and everyday natural phenomena.

“Sometimes, just observing the beauty of water or flames sparks new ideas,” Sen explains.

Sen’s daily routine is as meticulous as his work. “I start my day with some exercise to wake my brain,” he says.

Once at his desk, Sen begins by researching how best to approach each brief.

“I usually find multiple ways of tackling a challenge and test them out. If something doesn’t work, it’s an opportunity to learn and improve.”

Sen’s motivation comes from a desire for continuous improvement and the joy of his work.“I’m always a bit judgmental about my work, wanting to improve on the last project”, he says.

Sen offers practical advice for those new to the field: "Have fun creating and know what’s in it for you.”

Sen Ree’s journey from a movie-loving child to a leading 3D FX artist showcases his dedication, creativity, and relentless pursuit of excellence. As he continues to redefine the boundaries of digital effects, audiences can look forward to the captivating visuals he will bring to life in his future projects.