SINGAPORE TOURISM BOARD REBRANDING

PASSION MADE POSSIBLE

A defining project that shaped my understanding of platform thinking early in my career. And of course, as a Singaporean, being part of this work meant a great deal to me.

What began as a new business win grew into a long-term platform that extended well beyond the initial launch. Built on the positioning ‘Passion Made Possible’, we created a system designed to scale across channels, audiences, and campaigns — from brand to B2B.

Integrated

Launch film

The people behind
Possibly my favourite part of the campaign. Meeting and getting to know all these insanely passionate people. Their stories, their drive and their love for Singapore.

Tribe Films

To tell a deeper story about the island and all of its passionate people, we created tribe films for people to connect with like-minded people who share similar passions.

Passion Ambassador Films

We then turned the spotlight on individuals, our very own Passion Ambassadors, who have made their passion a possibility in Singapore.

TBWA Singapore

Creative team:
Gary Steele
A.S Anam
Elrid Carvalho
Raquel Ang

Spikes Asia 2017
Film craft - 2 Bronze, 1 Shortlist

Gongs 2017
Online/Viral Film - Gold
Cinematography - Gold
Production Design - Gold
Best Use of Music - Gold
Direction - Gold
Script - Silver
Sound Design - Silver
Casting - Silver
Editing - Silver
Art Direction - Silver

Epica Awards
Finalist