We Will Rise Again

Creative Direction // Video Production // Web UI/UX Design

Challenge

The Singapore Tourism Board needed a compelling video campaign to highlight Singaporeans' resilience during the Circuit Breaker period. They required a strong narrative direction, impactful character storytelling, and a cohesive digital presence to drive engagement.

Solution

I played a key role in shaping the campaign’s narrative, handling character selection, story development, and overseeing video shoots to ensure alignment with the campaign’s inspiring message. The video series featured four thematic episodes, showcasing heartfelt stories from flight stewardesses, chefs, and essential workers, each embodying the spirit of resilience.

To complement the series, I designed the campaign website, incorporating a red-and-white national colour scheme to evoke a sense of patriotism. A high-contrast black-and-white aesthetic was also applied to highlight the challenges Singaporeans faced. The site served as a central hub for the campaign, guiding users through the episodes while building anticipation for upcoming releases. This holistic approach successfully strengthened audience engagement and reinforced the campaign’s emotional impact.