Selected Work
Experiments
Links
Selected Work
Experiments
Links
SkillsFuture Singapore
Intergrated Social Campaign
THE BRIEF
- Challenge: It’s percieved as extra work, time-consuming, uncertain in payoff, disconnected from immediate results.
As a result, urgency is low. The challenge was to reframe upskilling from a necessity into an aspiration.
- Insight:
Young professionals already optimise their daily lives through “life hacks”, shortcuts that save time, energy, and money. If positioned correctly, upskilling could be seen not as extra work, but as the ultimate shortcut to faster career progression. - Solution:Reposition upskilling as the ultimate life hack — not additional work, but a smarter shortcut to faster growth. Visually and tonally, the campaign borrowed from gamification, sketchy overlays and playful digital annotation. The objective was to make growth visible as something measurable
and achievable
MY ROLE
Conceived the overarching creative concept and directed a 360 integrated campaign, directing the visual narrative from a high-production hero film down to daily social touch points.
Key Visual Concept
Hero Key Visual - System
The KV features two talents representing different career stages.
With Gamified energy bar to visualise “skill level” and Sketch-style annotations to suggest improvement in real time, digital-first aesthetic. Making growth visible, like levelling up in a game.
This KV systems is designed for adaptability across static, motion and short form videos
Point of Transformation
When our talent decides to click “Hack it”it it isthe point of transformation in their professional life
Hero Video
Two professionals.
Two distinct career stages.
One shared pursuit of growth.
This series tracks an executive and a senior manager as they uncover
the career hacks that transform their workflows, amplify their impact,
and redefine their leadership styles. The finale closes the loop on their
journey, following one character's promotion into a management role
as they continue to upskill and lead the next generation.
the career hacks that transform their workflows, amplify their impact,
and redefine their leadership styles. The finale closes the loop on their
journey, following one character's promotion into a management role
as they continue to upskill and lead the next generation.
Part 1
Presentation Confidence
vs Competence
We follow a junior employee confident in
his presentation deck.
Part 2
Overwhelm to Optimisation
We follow the journey of a mid level employee who is drowning in notifications and deadlines
Part 3
Doubtful to Leading
We follow the journey of a mid level employee who just stepped into a leadership role
Social Extension
Series Concept
What The Hack?
A recurring content series spotlighting practical ways to upgrade skills, streamline workflows, and accelerate career growth.
The “Hack It” concept was extended into a
recurring social series designed for longevity.
Each post delivered actionable micro-upgrades aligned to real workplace pain points, reinforcing upskilling as an immediate, practical solution.
And a recall of the previous part to get viewers to tune in to previous episodes
The elements from the Key Visual is also
being used here to create a visually
cohesive campaign.
The “Hack It” concept was extended into a
recurring social series designed for longevity.
Each post delivered actionable micro-upgrades aligned to real workplace pain points, reinforcing upskilling as an immediate, practical solution.
And a recall of the previous part to get viewers to tune in to previous episodes
The elements from the Key Visual is also
being used here to create a visually
cohesive campaign.