art direction / creative development
In 2016, we took another approach with the brand campaign creatives in Singapore. With the "Blaze Your Trail" messaging that rolled out globally, we need to localise the creatives and make it more relevant to local region. The challenge when we had to develop the design in such a short period of time was..how to localise the idea knowing we have no mountain (in Singapore)? The view from our office did inspire us and thought it would be a nice idea to have the path blazing from far distance to a city like Singapore).
Media opportunities include out of home (all local OOH, MRT, Transit and Static Outdoor Publishers), print (The Straits Times, Wall Street Journal, Business Times, and Forbes) as well as MBS (at the venue to support the Salesforce Advantage Tour event).
