Some people see a car as simply a way to get from one place to another. For Desmond Au, every vehicle has a story waiting to be told.

Whether it’s a family SUV, a high-performance sports car or the latest electric vehicle, the 30-year-old digital creator believes every vehicle has its own personality waiting to be discovered. Through his engaging videos, he aims to make the automotive world more accessible, helping everyday drivers understand not just what a car offers, but why it matters. 

“I’d probably describe myself as ‘the car guy’,” he said. “My goal has always been to make automotive content that’s easy for everyone to understand, whether you’re a lifelong car enthusiast or someone buying your very first car.”

Over the past few years, Desmond has become one of Brunei’s recognisable automotive content creators, producing videos that blend storytelling, cinematography and honest insights while also exploring food, lifestyle and travel.

A passion that began behind the camera

Desmond’s creative journey began in 2011 after joining the Photography Club during his Sixth Form at Pusat Tingkatan Enam Katok. Armed with his first Sony camera, a gift from his father, he initially photographed school events before gradually turning his lens towards cars.

Before becoming a full-time content creator, Desmond graduated from Universiti Brunei Darussalam with a Bachelor’s Degree in Biological Sciences before completing a Master’s in Business Management.

Image: Desmond Au

He later gained experience working in his family’s food and beverage business, learning the fundamentals of customer service, business operations and management.

Alongside that, he explored freelancing through wedding photography, videography, event coverage and commercial projects, while also venturing into the clothing business.

Looking back, the 30-year-old believes that every chapter helped shape his career today.

“Every stage of that journey played a part in shaping who I am today. It gave me a balance of creativity and business understanding.”

Becoming “the car guy”

Although cars had always been a passion, Desmond’s journey into automotive storytelling officially began in 2019.

Image: Desmond Au

Friends often turned to him whenever they wanted advice on different car models or brands, encouraging him to share his knowledge online instead of keeping it to himself.

His first review featured a Mercedes-Benz E300. While the video received little attention, it became an important learning experience.

Several years later, he decided to try again. In 2024, Desmond challenged himself to step out from behind the camera and become the face of his own content, beginning with a review of the Hyundai Tucson.

Although he admitted feeling nervous, the response proved that audiences wanted more than specifications. They wanted honest opinions from someone who genuinely loved cars.

The videos soon gained momentum, attracting a growing audience and collaborations with automotive brands. Today, Desmond simply describes himself as “the car guy.”

His goal is to make automotive content approachable for everyone, from lifelong enthusiasts to first-time car buyers.

Image: Desmond Au

“I don’t just want to tell people what a car has. I want to explain why those features matter in everyday life and who that particular car is best suited for.”

Rather than replacing the showroom experience, he hopes his videos encourage viewers to visit dealerships, speak with sales consultants and experience the vehicles for themselves.

Cars, coffee and the open road

Desmond’s passion for cars began long before he started creating content.

As a teenager, he frequently accompanied his father to new vehicle launches around Brunei. One event in particular left a lasting impression: the launch of the Nissan GT-R in 2009.

Receiving brochures about the iconic sports car sparked a curiosity that continued to grow.

Image: Desmond Au

His uncle, a mechanic, also introduced him to the technical side of Japanese performance cars, while arcade games such as Wangan Midnight and Initial D fuelled his fascination with JDM culture.

Over time, his interests expanded to include European performance cars, luxury vehicles and supercars.

Alongside his love for automobiles, coffee and travel naturally became part of his storytelling.

For Desmond, some of the best experiences come from discovering cafés during road trips or exploring automotive cultures overseas, blending all three passions into the content he creates.

Behind the lens and the wheel

Behind every automotive feature is careful planning. Before filming begins, Desmond researches the vehicle, studies its target audience, scouts locations and plans around lighting conditions.

He often captures far more footage than viewers realise before moving into editing, colour grading, sound design and refining every detail.

Image: Desmond Au

Recently, fellow creator Dani Irfan has also joined him on selected projects, assisting behind the scenes throughout the creative process.

When filming, Desmond approaches every vehicle differently. “I first ask myself what the car wants to say. Is it elegant? Aggressive? Comfortable? Practical?”

That answer shapes everything from the filming location to camera movements, lighting and music, allowing each review to develop its own visual identity.

His filmmaking style has also evolved significantly over the years. While learning to speak confidently on camera was initially one of his biggest challenges, he continues to experiment with new filming techniques while remaining committed to authenticity.

Taking local automotive stories abroad

Some of Desmond’s most memorable experiences have come through international automotive events.

Travelling to Jakarta with Wuling introduced him to Indonesia’s automotive community, while visiting BYD’s headquarters, research facilities and proving grounds in China completely changed his perception of the rapidly growing manufacturer.

One unforgettable highlight was test-driving the Yangwang U9 on BYD’s own test track.

Another trip to China with JMEV allowed him to attend a global vehicle launch alongside distributors and media representatives from around the world.

Image: Desmond Au

For Desmond, these opportunities remain a reminder of how far a simple hobby has taken him.

“What started as a hobby with a camera has taken me to places I never imagined.”

Image: Desmond Au

Over the years, Desmond has also witnessed Brunei’s automotive landscape evolve.

While electric vehicles were once met with scepticism, he has noticed increasing acceptance of EVs and plug-in hybrid vehicles, alongside continued appreciation for classic and performance cars.

Rather than viewing different technologies as competing against one another, he believes today’s automotive community embraces every segment. That changing landscape also shapes the future of his content.

Image: JMEV

Looking in to the road ahead, Desmond hopes to move beyond traditional reviews by producing documentary-style stories featuring passionate owners, local workshops and the people shaping Brunei’s automotive culture.

He also hopes to travel further, explore automotive communities around the world and gradually expand into other lifestyle interests including watches, fragrances and coffee.

Ultimately, he hopes to represent Brunei on a larger international stage while building a small creative team capable of taking on even bigger projects.

Image: Desmond Au

For aspiring photographers, videographers and content creators, his advice is simple.

“Don’t chase expensive gear. Chase the experiences.”

Because for Desmond, the best stories are never defined by the camera behind them, but by the passion, people and moments that bring them to life.

THE BRUNEIAN | BANDARS SERI BEGAWAN