B51 Studio is a new creative and film studio in Bangkok, founded by Littichai (Oak) Panitjaroen. The work you see on this site is what Oak made over 18 years as an agency creative — the films, ideas and campaigns that led here.
Oak graduated in Photography & Film and started out as an assistant director at Phenomena. He then moved into advertising as a copywriter at JWT Thailand and Y&R, and went on to spend more than nine years as Executive Creative Director at Ogilvy Thailand, where most of the work in this portfolio was created and led.
B51 Studio carries that experience forward as an independent studio. We offer full-service creative — strategy, ideas and campaigns — and take the work all the way through production, including AI-driven production. We work directly with brands, and alongside agencies that need a creative and production partner.
Signature work from the agency years
- Muang Thai Life Assurance — turned a life-insurance brand into one of Thailand's most loved through the "Activities" campaign, redefining how the category connects with people.
- Crystal Water — the "NSF America" idea made society realize not all drinking water is equal, propelling Crystal to Thailand's No.1 bottled water brand in 2017.
- LEO — led the creative that won back a younger generation with "Magic Word", "Bao Bao", "Happy Fridge" and "Never Apart", growing the brand to No.1 in its category, far ahead of the competition.
- Krungsri Auto — highly engaging work for Thailand's leading car and motorcycle loan brand, turning Krungsri Auto and its Car4Cash service into beloved household names.
- Noble — creative lead behind the "Second Life" campaign that introduced Noble to a global audience and paved the way for its first international expansion.
Recognition
- Over 70 awards at Cannes Lions, London International Awards, One Show, Spikes Asia, AdFest, B.A.D, Adman, The Work and MAD Stars — including a Grand Prix at MAD Stars 2019 and Cannes Lions wins across six years (2010, 2011, 2015, 2017, 2018, 2019).
- Selected to the global jury of MAD Stars 2025.
- Globally awarded campaigns that helped keep JWT, Y&R and Ogilvy Thailand consistently at the top of Asian rankings.